PEOPLExpress jet at Newport News/Williamsburg airport.

The days of the airline stewardess joke—"coffee, tea, or me?"—are gone in more ways than one.

Tickets from $59 went on sale Wednesday afternoon for PEOPLExpress, the new airline that seeks to capitalize on the goodwill for the name of one the first low-budget airlines that disappeared decades ago amid industry consolidation. But with its new a la carte pricing for everything from overhead bin space to coffee, tea and water, unprepared fliers may be in for sticker shock.