Hand luggage as a basic service: EU regulator pushes back

JSBy Joan SanzCurated by Joan Sanz. · July 1, 2026 · Follow on LinkedIn

Voice reading · ~1 min

European regulators want hand luggage reclassified as a basic service included in the airfare, not an optional add-on. Same logic that killed abusive roaming charges in 2017: if it's a consumer right, you can't unbundle it.

According to Revista Bell, the price unbundling that airlines and hotels have practiced for 30 years (baggage separate, breakfast separate) is now under scrutiny. The EU monitors misleading pricing and this will force Pricing and Marketing teams to rethink their strategy.

Direct hit to low-cost carriers: Ryanair, Wizz, easyJet would lose one of their most profitable ancillary lines.
Hotels next? If regulators step in on carry-on, why not on resort fees or early check-in charges?
Opportunity for OTAs: They could sell true all-in price comparisons from the first click.

My take: the unbundling model has reached an ethical ceiling. Charging 40 euros for a suitcase that fits in the overhead bin is not innovation, it's abuse. Revenue Management teams better get ready: the next frontier of RM is no longer dynamic pricing, it's regulation. The customer is not stupid and Brussels gets it.

Quick questions

What does the EU regulator propose for hand luggage fees?

The EU regulator wants hand luggage to be a basic service included in the ticket, not an optional extra. This follows the same logic that ended abusive roaming charges in 2017.

How will this affect low cost airlines and their ancillary revenue?

Low cost carriers like Ryanair, Wizz and easyJet would lose one of their biggest ancillary revenue streams. Pricing and Marketing teams will need to rethink their strategy as the EU monitors deceptive practices.

Could this regulation extend to hotels selling resort fees or early check-in?

Yes, the post suggests that if the regulator targets hand luggage, hotel resort fees or early check-in could be next. The unbundling model has reached an ethical limit, and revenue management teams should prepare for regulation.

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