JetBlue sings 'Burgh blues as fliers can't shake US Airways' habit

Every silver lining has a cloud around it.

Back when US Airways operated more than 500 daily flights from Pittsburgh International, area passengers paid a considerable premium over average fares available at more competitive airports around the country.

The good news is that over the past six years, local air fares have fallen dramatically. According to the Bureau of Transportation Statistics, our fares now average $322 per round trip, down 12 percent since last year's $368 and 26 percent from $437 in 2001. Furthermore, our average fares now rank well below the national figure of $380.

Of course, during this same period US Airways has reduced the number of departures from Pittsburgh by nearly 60 percent, and dramatically reduced the number of destinations it serves nonstop from here. At the same time, the airline has re-cast itself as a low-cost carrier.

Still, from Pittsburgh at least, its cheapest fares seem to be predicated on two factors: the presence of a competing carrier offering low-cost service to that particular destination and a passenger's willingness and ability to make reservations at least seven days in advance and fly at off-peak hours.

Even during its strategic retreat from Pittsburgh, US Airways has responded each time a low-cost competitor has moved into this market, matching or even undercutting its lowest fare. And the strategy has worked in every case, with the exception of Southwest Airlines. The bulk of the traveling public has stuck with US Airways, whether from habit, loyalty or addiction to its frequent flier program. That last justification is somewhat strange, considering how many people have reported difficulty cashing in their accumulated mileage for free flights of their choosing.

In the face of this stiff competition, upstart carriers eventually decided to fold up their tents (although several, such as Independence Air, did so for larger, systemic reasons rather than failure at Pittsburgh International), and then US Airways bumped back up its fares.

And although US Airways' average prices are generally lower than before, finding a low fare for a trip on the airline is a matter of persistence, timing and good luck. For example, its price for an economy seat on a nonstop flight from Pittsburgh to LaGuardia, booked in the short-term, varies from $79 to $618 each way. Given those variables, the simpler fare structures of low-cost carriers should give them a leg up, especially for flights booked at the last minute.

Consider the most recent entry into the market, JetBlue, which in June 2006 began offering nonstop flights from Pittsburgh to New York (JFK) for $59 and to Boston for $79. Almost immediately, average ticket prices to those markets fell by 46 percent and 62 percent, respectively. And not surprisingly, traffic to those markets also grew.

Yet a year later, JetBlue can claim just 20 percent of the Pittsburgh-New York market and 26.6 percent of Pittsburgh-Boston traffic. Apparently that's not good enough, because last month JetBlue executives hinted about cutting back service from Pittsburgh.

That ole US Airways black magic might be part of JetBlue's dilemma, but so are some significant fumbles of its own, such as a winter service meltdown that made it fodder for late night comedians and tarnished its polished reputation for passenger service and financial excellence. Also, JetBlue's service to JFK is probably more appealing for passengers making international connections, while LaGuardia remains the preferred port of entry for Manhattan-bound travelers, which is probably the bulk of Pittsburgh-originating traffic.

Also, a four-day sales promotion JetBlue set up at the end of June to boost traffic from Pittsburgh hit some turbulence. Intended only for passengers enrolled in its TrueBlue frequent-flier program, the two-for-one offer also required accessing a special Web address, a fact that apparently wasn't adequately promoted. That resulted in a number of frustrated fliers, not exactly the best way to win new customers.

Still, JetBlue, with five daily departures, does offer good service and flight times to both Boston and New York, as well as a wide array of connecting flights from there. And although US Airways may still claim the lowest fare to both markets, maintaining that can be tough.

For example, the previously mentioned US Airways Pittsburgh-to-New York economy fare booked on three days' notice means a round trip could cost anywhere from $158 to $1,236. JetBlue's walk-up fares also vary, but only from $198 to $318. It also has great prices on connections through New York to Florida markets, as low as $79 each way.

According to Ken Zapinski, senior vice president with the Allegheny Conference on Community Development and director of the Regional Air Service Partnership, attracting alternative carriers is why average fares at Pittsburgh International are lower than five years ago, while the number of passengers passing through is now higher. That's why the partnership is working to get local businesses to think about using alternative carriers such as JetBlue and Southwest. "Changing habits was easier when more businesses had a centralized travel function making reservations," he explained. "Now business travelers make their own bookings on-line, so the education process is more of a grassroots effort."

The bottom line: Consider the alternatives and be willing to give one a try. Fares may be lower now, but there's no guarantee for the future. It's safe to say that brand loyalty doesn't offer the same advantages it once did, and unless we patronize the competition, there won't be any competition at all.

Traveler alert: If you carry a video game player or DVD player in your briefcase, be prepared to take it out when you go through airport security. The Transportation Security Administration has long enforced a similar policy with laptop computers and camcorders, and as of Aug. 4 has added these two devices to the list.

Smaller electronic items, such as cell phones, PDAs and pagers, do not need to be separated, at least for now.