Apologies for the lack of consistency in my blog of late. I was traveling in New York City, which gave me a few ideas to think about regarding the travel industry.

First, let me vent my frustration at Northwest Airlines' recent decision to charge $15 for exit rows and aisle seats. I fired off an email to Northwest about the program, dubbed CoachChoice, when the announcement arrived in my email box. I've pasted the response I received below in the "read more" entry. The response doesn't change my negative impression of this program, a practice I understand is becoming standard in the airline industry. Not only do I find paying more for a seat I've already bought egregious, I wonder how they check that the people booking exit rows can handle their duties. It used to be you had to book exit rows at check-in so the gate agents could visually assess whether you could handle opening and then tossing away a 40-pound door.

Once again, an airline has shown that it is willing to frustrate and anger passengers to make more money. But I wonder just how much money Northwest will make on this venture given that as my email responder notes that only 5 percent of domestic seats will be saved for the CoachChoice program. Northwest likely has spent a good sum on the marketing campaign and trademarking the name "CoachChoice." I wonder if they will make up that money on the funds they receive from passengers who are willing to pay extra. I'm not the only media person peeved. In the "Checklist" section of Newsweek's Tip Sheet for the week of April 3, 2006, the editors told readers to avoid Northwest. Their tip: "book early, or on another carrier." If Northwest wanted to charge more for something, why not offer me better food to buy on the flights. The $1 bag of trail mix is getting old and the box lunches leave much to be desired. I have to assume that there's a food brand out there looking for a great way to market their products to a captive audience.

While these frustrations of mine aren't confined to women, I do think it points to a trend that many in the travel industry haven't seen or, if they have, they don't understand all that well. Women are increasingly an economic force in the travel industry--and they are making their wants and needs heard. Just a decade ago, women business travelers were a tiny minority; today more than half of business travelers are women. Women also make up the majority of purchases of hotel rooms and airline tickets. With the advent of the online booking, many women have taken over the role of travel agent for their families. In travel, I've found at least for myself, that it's the small things that can really make a difference in whether I choose an airline or hotel more than once.

But I find only a few companies have really understood women travelers and their importance in the role of booking travel--even if they aren't the ones doing the travel. Hotel company Wyndham certainly made strides with its focus on women, although some of their efforts fell flat with me. The offering of a women's only floor raised my eyebrows. But I know that a group of women do want that feeling of security so I applaud those efforts. I do like their personalization efforts that give me the option of what kind of treats I want delivered to my room.

But as my book points out, women change quickly and I suspect that younger generations of women will be less interested in a women's only floor and far more taken by free wireless Internet service, docking devices for their iPods so they can listen to their own music and plasma screen televisions. I suspect these wants aren't that different from what men want in a room.

The hotel chain Kimpton seems to be getting this idea of the "small things count." Many hotel chains have focused on what now feels like "bed envy." It seems every chain has some version of Westin's heavenly bed. But Kimpton has made an effort not to be a copycat--even of its own existing hotels. They strive to keep their hotels different from each other. Some focus on health--offering wheat grass drinks at its Topaz Hotel--while its Hotel Helix gives out chocolate YooHoo and Twinkies (http://www.wsj.com "Kimpton Checks in Between Boutiques and Hotel Giants). But travelers know that while the goodies may be different in every hotel, the same level of service will be offered.

I could certainly go for Yoohoo and Twinkies on a long Northwest flight. But for now, I'll have to remember to book early or as Newsweek succinctly put it choose a different carrier.
Read more for the text of Northwest's answer to my query on CoachChoice. I'll be back on Friday.

Thank you for contacting Northwest Airlines. In your email you shared
your concerns regarding our Coach Seat program. On behalf of Northwest
Airlines, we sincerely regret any disappointment this has caused you.

Coach Choice is a test product and only 5% of domestic coach seat
assignments will be saved for Coach Choice which is available at time of
check-in for $15 per segment. These domestic Coach Choice seats are
primarily a combination of exit row and aisle seats. Transatlantic and
Transpacific flights are not included in the Coach Choice program.

I understand your frustration over the realization that seat selection
is no longer governed strictly by "first come, first served". For
customers without seating preferences, Ms. Warner, approximately 95% of
the seats will remain free of charge. Beginning 90 days prior to flight
departure date, passengers can continue to select their seat assignments
online from the "My Seat Selection" page, call our Reservations office
at 1-800-225-2525, or obtain seats at the airport when they check in at
the Self Service Device (SSD).

Ms. Warner, thank you for contacting us. We are glad that you allowed us
the opportunity to further explain our position. We look forward to
the continued privilege of serving your air travel needs.