by David C. Wyld, Southeastern Louisiana University

Clearly, the airline industry is being tested as never before. The business press has been replete with bad news for the airline industry of late. All over the world, from the United States and throughout Europe and Asia, airlines are facing fast-rising costs, as jet fuel becomes their largest expense item by far.

They are also flying into a headwind, as demand for travel is falling in the wake of not simply an economic downturn, but by the greater availability of ever-better tech tools that enable us to feel ever-more connected with each other – and with the ability to meet and collaborate as never before. They have a product that is all-too-often viewed by consumers – jaded by their own personal bad experiences that are reinforced by news reports in our 24/7 media culture of the airline horror stories of passengers around the country and indeed, around the globe – as a commodity.