Jetstar announced a new pricing structure that will charge customers for stowed carry-on luggage beginning next year, with fares including only a personal item that fits under the seat. This move represents the latest addition to existing fees for checked baggage, seat selection, cancellation rights, and food services.
Consumer experts and advocacy groups have criticized the change as an attempt to obscure the true cost of air travel. Graeme Hughes, a consumer expert at Griffith University, noted that while the airline can advertise lower base fares, customers encounter significant add-on costs during the booking process, making price comparisons difficult. Andy Kelly from the advocacy group Choice characterized the policy as “just an easy cash grab,” highlighting how existing fees for seat selection, cancellation options, and loyalty programs already complicate consumer decision-making.
Jetstar’s approach mirrors practices adopted by low-cost carriers in Europe and other regions. The airline stated the “size-based carry-on baggage model” helps maintain lower fares by allowing customers to pay only for what they use. Competitors including Ryanair, EasyJet, and Eurowings already implement similar fee structures, with charges ranging from approximately €18 to €60 depending on the carrier and booking method. In contrast, major U.S. low-cost carriers like JetBlue and Southwest typically include both a personal item and larger carry-on bag in standard fares.
The European Union recently mandated that airlines and booking platforms display fares inclusive of carry-on luggage allowances to facilitate price comparison, following consumer pressure. An aviation expert at the University of New South Wales expressed concern about Jetstar adopting the “Ryanair model,” noting that Jetstar fills a distinct role in Australia’s airline market, particularly for regional routes where it may be the primary option available to passengers.
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