<font face="Verdana, Arial, Helvetica, sans-serif" size="2">America West fliers supersizing seats
Wed Dec 3, 7:38 AM ET

By Dawn Gilbertson, The Arizona Republic

When America West Airlines launched a new last-minute first-class upgrade program two years ago, it had modest ambitions.

Executives figured the offer, which allows coach-class travelers to move from cramped to cushy the day of departure for a fraction of the usual first-class tab, would bring in an extra $2 million to $2.5 million a year at best - a sliver of the airline's $2 billion in annual sales.

This year, the Go First Class program is expected to take in $25 million. The marketing and flight costs are minimal to fill the otherwise empty seats, so it's financial gravy for the carrier and is among the creative programs that have contributed to the airline's financial turnaround.

"It is one step on the path to kind of changing the culture of America West to be more entrepreneurial and innovative," said Scott Kirby, the airline's executive vice president of sales and marketing.

The airline attributes the success of the program, which debuted in December 2001, to its simplicity, employee incentives for selling the upgrade and the allure of first class.

Randy Petersen is a frequent-flier expert who publishes InsiderFlyer magazine and runs the FlyerTalk.com and WebFlyer.com Web sites out of Colorado. "What makes it simple? No fare-class fine print," he said. "If only the other major airlines would get this point as clear as AWA."

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