Remember when travelers were up in arms after a major airline made the business decision to start charging a fee for checking the first bag? This change was started by American Airlines, and nearly all major carriers followed quickly suite.

People were outraged that airlines decided to start charging for luggage, as it was a way to automatically increase travel fees with few alternatives available. Since then, airlines have continued to charge for services that were once bundled as part of the travel experience—food, blankets, exit row seating, even early boarding.

It appears that American Airlines may be changing the face of travel again. The company recently announced its plan to start charging extra for certain coach seats.

Travelers interested in sitting in the first few rows of coach will have an opportunity to pay between $19 and $39 per flight to ensure a seat in the front of the plane. Called Express Seats, American Airlines hopes to increase revenue while providing travelers with the option to ensure the best seats on the plane.

This feature is now available at airport self check-in machines and allows passengers to board the plane in the first group of general boarding. It also ensures travelers that they will not be stuck in the last row waiting for everyone to disembark the plane.

This announcement comes as the company continues to struggle with profitability. While most major US carriers posted second quarter profits, American Airlines did not. Is this a way for the company to try and continue unbundling services and amenities associated with travel, so it can provide a la carte travel options and increase revenue?

I have seen airlines like US Airways offer passengers the opportunity to pay a bit more for a window seat or aisle seat during check-in, but this appears to be the first time an airline has offered the option to pay for good row position. Do you think other airlines will follow suit? Would you pay up to $40 more to sit near the front of the plane?

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