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Booked a flight from Amsterdam to Venice the other day. It was easyJet, did not include luggage for cargo hold or hand luggage. The return ticket was about 90 euro. To add hand luggage was about 90 euro each way. It is cheaper to bring a 100+ kg person than a 5-10 kg hand luggage.
Just flew from Copenhagen to Venice this week with Ryanair. Adding a carryon bag would have doubled the price of the flight. We just flew with our gym bags instead (which for some reason is not considered carryon?), which are small and squishy enough, and don’t even have a weight limit!
Quite interesting. One point that's not made, though, is that many people choose not to check their baggage simply because the likelihood of having it lost is unacceptably high (2% on average for international flights). Maybe we should start from here to find an alternative.
Naw, it’s checked bag fees. Waive those and people check their roller bag. This is well known airlines just don’t like to admit that they’re the ones who caused the problem. After 9-11, security delays sucked so bad a lot more people checked. Then the airlines colluded and simultaneously introduced checked bag fees. Suddenly everyone carry’s on again.

To verify you could look at the rates of checked bags in cases where passengers don’t pay an extra fee(southwest or passengers with status or other bag check fee waivers) You’ll see a 20-50% increase in people choosing to check.

I have an impression that it has become easier to fit carry-on luggage. When I was younger I was that guy with the giant carry-on. It used to happen that I needed to hand off my carry-on to the flight attendant as there was no place for it near my seat. Even when I had a smaller bag, it was often not possible to find room in the overhead bin.

Over the past 10 or so years, that never happened. Now, I often pack a medium backpack which I can stuff under the seat in front of me, and not have to rely on the over-head bins. We now often travel with a family of five, so in theory it should be even worse. It seems that people, including us, have been conditioned to pack smaller carry-ons.