Airplane passengers are benefiting from the drive for airlines to become more efficient, with some carriers even adopting the "add-on" model associated with budget airlines, analysts have told CNBC.
Low-cost carriers have put increasing pressure on many of the European airlines with customers feeling that they offer more for your money. In a recent survey, Liberum found EasyJet was perceived by travellers as the best value for money, trumping the likes of Virgin Atlantic.
European airline profits are under pressure, forcing them not only to cut costs, but also to look at how they can keep and attract customers by giving them a better experience.
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"Before low-cost carriers came on to the scene, airlines used to give passengers things for free that the passengers didn't value. Now it is better to separate out and sell customers something they value and not deliver it as part of the cost base," John Strickland, director at JLS Consulting, told CNBC in a phone interview.
"What is happening now is more positive. If you go away from the premium end of the range, the option is to pay as you go for different elements of service such as choosing different seats or buying meals. In economy you could buy a business class meal."