Visualized: What Are Flyers Willing to Pay for Flight Upgrades?
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Key Takeaways
- Flyers are willing to pay as much as $112 for a single piece of checked baggage, making it the most valuable flight upgrade
- Comfort remains a priority, with customers willing to pay $57 for a seat with extra legroom
- Unbundling of upgrades and add-ons is prevalent in low- and ultra-low-cost airlines
Gone are the days of complimentary in-flight snacks and all-inclusive airfares.
Today, flight ticket prices are increasingly unbundled, and what used to be included in a standard fare—seat selection, baggage, and snacks—is often offered as an upgrade or add-on.
But just how much are air travellers willing to pay for these extras?
This infographic shows the average maximum willingness to pay for various flight upgrades, using data from McKinsey’s survey of 7,000 air travelers in the State of Aviation 2025 report.
How Flyers Value Airline Upgrades
Baggage is the top priority when it comes to spending on flight upgrades. According to the survey, travelers are willing to pay a maximum of $112 for a single piece of checked baggage.
| Upgrade | Average Maximum Willingness to Pay (USD) |
|---|---|
| Upgrade eligibility | $12 |
| Miles collections (0.5x vs. 1.5x) | $13 |
| Lounge access | $14 |
| Priority boarding | $15 |
| Wi-Fi | $18 |
| Snacks and drinks | $27 |
| Flexibility (no flexibility vs. fully refundable) | $54 |
| Seat selection (random seat vs. extra legroom) | $57 |
| Baggage (personal item only vs. one checked bag) | $112 |
The demand for checked baggage is generally inelastic, meaning that baggage fees have relatively little impact on the quantity demanded. This is mainly because baggage is often a necessity for business and/or leisure trips.
Air travelers also value comfort and flexibility while flying, with people willing to pay as much as $57 for a seat with extra legroom and $54 for fully refundable tickets.
Food is another high-priority upgrade, with flyers willing to pay a maximum of $27 for snacks and drinks. Wi-Fi comes next at $18, highlighting the willingness to stay connected in the air.
Other conveniences like priority boarding, lounge access, and miles collection are relatively low on the list.
Why Are Flight Upgrades Unbundled?
Unbundling flight fares is a form of indirect price discrimination, where customers self-select into paying for upgrades or add-ons based on their individual willingness to pay.
This pricing strategy allows airlines to extract more value from each passenger by offering tiered services, while avoiding a higher all-inclusive fare for price sensitive customers.
Unbundling is especially prevalent among value-oriented low-cost and ultra-low-cost carriers, where base fares are kept low to attract customers.
Learn More on the Voronoi App 
For more insights, see this infographic on the world’s Top Airline Routes by Revenue on Voronoi, the new app from Visual Capitalist.