US Airways to start charging extra for some coach seats

US Airways announced that starting May 7 they will start charing extra for some coach seats similar to Northwest's Coach Choice scheme.  They even chose a similar name - "Choice Seat."

They sent out an e-mail to their frequent flyers announcing the program:

We've changed our seating options, but not for you 

Preferred Seats are now Choice Seats, but as a Dividend Miles Preferred member, you'll still be able to select exit row seats and aisle or window seats in the first several rows of Coach anytime after you book your flight. And just like before, you won't pay for the most desirable seats in Coach.

The USA Today's News in the Sky blog has 21 questions and answer about the new program that provides more details.

The announcement doesn't indicate how Star Alliance frequently flyers will be be treated.  In the past, these preferred seating areas in the front of the airplane have been reserved for US Airways Dividend Miles Preferred members but if you had elite status on other Star Alliance airlines like United you could also get booked in these preferred seats.  Hopefully Star Alliance flyers will still have access to these seats in advance for no charge (although this is not an official Star Gold/Silver benefit, so I have my doubts).

The key to the success of a program like this is to not screw your frequent flyers.  One of the benefits of having frequent flyer status is gaining access to better seat assignments.  In this aspect, it looks like US Airways is doing things right.  They are keeping the exit rows for elite members.  And the seats subject to this program can still be booked in advance by elite members for no fee.  Only at 24hrs before the flight (when web check-in opens) do the seats become available for people to pay to move to.

I predict that the program will be a "success" in that it will make US Airways some extra money but it will also anger some passengers - like the person who had to buy a last minute ticket on US Airways and gets assigned a middle seat in the back and has to pay for a window or aisle seat in the front at the airport even if that aisle or window seat goes unsold.