In this essay Christopher Elliott claims that people ought to reward the companies of the travel industry who would be considered heroes with our business, otherwise the villains will win. Christopher's argument is based on the claim of value. He gives two similar instances where travelers had serious illnesses and while Southwest gave a full refund to the customer, it took veterans groups intervening in order for the company to reluctantly refund the ticket. The CEO even made a point to say that he would personally pay for the refund to show that this refund would probably not happen again. Another example are the large amount of fees that Spirit has, though they claim that these extras are optional along with having sub-par customer service.
