Further thought:

7. Encourage throw-away ticketing. Let the customer score a victory now and then. Maybe let the customer "throw away" the ticket at the first destination airport by bringing it to the counter and receiving an extra 500 miles or a small gift certificate -- the airline can now sell the return seat to someone else.

8. Give bonus status miles to full-fare travelers -- let them get to elite status first ahead of mileage runners on discount tickets. (I say this against my self-interest.)

9. Add fun to flying where possible. Make us smile and laugh! Print boarding passes on paper stock with travel photos, like sports teams that put players' pictures on ticket stubs. Encourage flight attendants to sing (have you flown with Julie, the singing flight attendant on Horizon, who makes the worst prop flight fun?).

10. Help your front line personnel sell the airline's services. How often have you heard that insipid announcement at the end of a flight: "We are now landing in Chicago, where local time is 5:45 p.m. Thank you for flying Apteryx Airlines today. We recognize that you have a choice of airlines, and we hope that when your plans call for travel in the future, you will consider Apteryx Airlines for your next trip. Please remain seated until the captain has turned off the seat belt sign . . . "

How about: "We will be landing at Chicago's O'Hare Airport in a few minutes, where local time is 5:45 p.m. The temperature is 45 degrees and Chicago has light rain. When you're ready for a warmer climate, try Apteryx Airlines' service from Chicago to Miami, leaving twice daily during the winter months. . . "

Or: "Please be careful when you open the overhead bins to get your cabin baggage, as sometimes bags will shift in flight and move against the bin door. We want you to land with your bags, not under them."