Checking in baggage for free is already a major, multiple pain point in the flight experience as you have to suffer…
- the check-in queue
- the wait to get it back
- the (very real) risk of not getting it on the belt and all the subsequent hassle.
Having to pay for it, on top of all the hassle, without getting some extra value, creates an unbearable pain (point) and generates negative value despite the apparent cash-flow. But having to force all your belongings into a 55x40x25 cm piece of hand baggage plus the stress of smuggling into the aircraft that extra computer bag also rests pleasure from travel while slowing down the boarding process.
As an airline, you should add value to an unloved process and make money with it instead of alienating customers by “taxing” them for a service that represents no positive value to them. Here are just a few ideas on how improve ancillary revenues by selling to customers what they really want, in this case, related to transporting their baggage: