Those steps will include: baggage fees — a common charge by other airlines — and steps to cut back on legroom.

The move comes as something of a surprise considering JetBlue has performed well financially, with its stock up more than 50% in 2014, sitting just below its all-time high. However, the Wall Street Journal noted earlier in 2014 that the company has faced rising costs, which caused it to miss some earnings estimates.

JetBlue CEO Dave Barger has come under fire from analysts, who pressured the company to do more to squeeze profit out of its existing customers — baggage and legroom being relatively simple ways of doing so. Barger had been seen by many as strongly opposed to this type of action.

[pullquote style=”right” quote=”dark”] …Or you live long enough to see yourself become the villain.— Nate Goldman (a social media producer at WBUR)[/pullquote]

This led some to believe that Barger could be replaced if JetBlue did not change its ways. While the airline has been hesitant to do much to threaten its reputation as a customer-friendly airline, it previously announced some new fees, such as charging for the first checked bag.

The introduction of bag fees at JetBlue means that Southwest Airlines is now the only major carrier to not charge for luggage.

Have something to add to this story? Share it in the comments.