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The global airline industry, facing significant changes and discontinuity is prompted and forced to deal with a 'new normal'. Who would have imagined a few years ago that: a significant percentage of consumers in the US now prefer to fly low-cost airlines instead of full-service airlines because they perceive the product to be better, airlines would generate up to a third of their total income from non-ticket revenue, many low-cost airlines would add complexity to their original simple business models through the development of code-share agreements, the use of global distribution systems, and travel agents to distribute their seats, or Jetstar, a low-cost subsidiary of Qantas, would grow faster and be more profitable than its parent.