Brian Sumers

Airlines need to increase revenue. We get that. But can't they be smarter about how they assess fees?

Airline executives often say they don't know why consumers hate their industry so much. Bag fees are among the reasons.

At Skift, we know more than most that airlines are in business to maximize revenue. But $30 for one checked bag seems a little extreme, no? Let's hope other carriers don't match JetBlue.

Iceland should be a good air market right now. But increased competitive capacity is putting major pressure on Icelandair. The carrier's new CEO is going to have to find a way to get the airline back on track.

Not everyone likes Scott Kirby, because he has a habit of speaking his mind, whether his opinions are popular or not. But there's little doubt about his track record. The man knows how to increase an airline's revenue. He's done it at America West, US Airways, American, and now United.

For years, travel insiders have figured all brands, including airlines, would make big money in China. That is almost certain to happen someday. But it's not the case now, and with fuel prices rising, it makes sense that U.S. carriers are reevaluating their strategies.

Here's another reminder that airlines are fiercely competitive. Until recently, U.S. airlines generally weren't considering adding premium business class seats on domestic routes beyond New York, Los Angeles, and San Francisco. But a few years ago, JetBlue disrupted the market with its Mint business class, and now United is considering a similar move.

This is a tough call. In some ways, what United is doing with preferred seats is unfair. It may make it harder for families to sit together. But at the same time, most of United's competitors have similar fees.

Who says airlines don't prioritize passenger comfort? As long as carriers calculate passengers are willing to pay for a better experience, they will provide it.

JetBlue isn't the largest or strongest of the U.S. airlines. But it is betting its Silicon Valley venture firm will help catapult it past its stronger rivals. It's not a bad strategy.