Ancillary revenue at most airlines is a very small percent of the total top line. However, carriers such as Ryanair, easyJet and Allegiant are showing that giving consumers a much broader range of choices for how they spend their money before, during and after their flight can generate significantly higher returns. L.E.K. Consulting research suggests that even these airlines are just scratching the surface and that there is a significant chance of greatly expanding the industry's overall revenue potential.
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