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Airlines bring back tiny perks

A passenger waits as an American Airlines jets sit parked at the gates at Washington's Ronald Reagan National Airport. Today American Airlines announced the return of free snacks in the economy section.
Passengers will get free snacks

NEW YORK — After 15 years of near austerity, U.S. airlines are restoring some small perks for passengers crammed into coach.

Don’t expect ample legroom or free checked bags. But fliers will find improved snacks, a larger selection of free movies and — on a few select routes — the return of free meals.

Today, American Airlines became the latest carrier to add something back. It announced the return of free snacks in the economy section and more free entertainment options on some aircraft.

American, which recently merged with US Airways, hasn’t offered free snacks since 2003. US Airways stripped passengers of snacks in 2008.

Following the Sept. 11, 2001, terrorist attacks and the subsequent recession, airlines removed almost every perk imaginable. Hot meals disappeared along with legroom, blankets and pillows.

“It was really about survival,” says Fernand Fernandez, vice president of global marketing at American.

When Continental Airlines stopped giving out free cookies and mini bags of pretzels in 2011 — after its merger with United Airlines — it said the move would save $2.5 million a year.

Since then, mergers have created four megacarriers that control more than 80 percent of the domestic market. They started charging $25 for each checked suitcase. And more seats have been crammed into planes to maximize profits. Now the industry is making record profits.

“What has changed,” Fernandez says, “is that the airlines have been able to fix our core business and be able to reinvest in our customers.”

Now a bit of that wealth is trickling back to coach.

In February, American will start offering Biscoff cookies or pretzels to passengers flying between New York and San Francisco or Los Angeles. By April, those snacks will expand to all other domestic routes. In May, American will bring back full meal service for coach passengers between Dallas and Hawaii.

“We know that we have customers who select our airline based on price and we’re really excited to offer them a product that is superior to choosing an ultralow cost carrier,” Fernandez says.

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