Magazine content is available exclusively for TIME subscribers.Fasten Your Seat Belts for The Fare War
AS AMERICAN AIRLINES LAUNCHED its new streamlined U.S. fare system last week, the traveling public responded with a round of applause and a ring of the reservation phone line. The reforms jettisoned a maddening maze of rates and restrictions and replaced them with just four new fares that provided savings of up to 50% for first-class and nearly 40% for business flyers. Competitors jetted to join the cut-and-simplify frenzy, with United's top executives holding late-night sessions to get their own new fares into ads right on American's heels. "This is good for the traveler and good for the company," says Edmund...
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