Today's news that Southwest Airlines (NYSE: LUV) will slow its planned growth in 2008 marks the second time this year that the low-cost carrier has reined in expansion as it struggles with high fuel costs. "We are concerned about growing evidence of slowing economic growth that would inevitably affect passenger demand, coupled with a surge in energy prices," Chief Executive Gary C. Kelly said in a statement.

Clearly the airline industry is challenged by high fuel costs and the prospect for slower domestic growth that would make it harder for no-frills carriers to fill their planes. As Douglas McIntyre pointed out, the saving grace for Southwest is that it has a long-term hedge on fuel prices and is buying fuel at a crude oil cost of about $51 a barrel.

What can airlines do to get profitable during this expensive fuel, slower-growth period? Well, charging customers a bit more so they can have a soda on the plane is probably not the right answer -- all it really does is make the airlines look incredibly cheap. The price airlines charge makes a drink at Yankee Stadium look cheap. How many of us have been on a plane and everyone is snickering and making comments to the person seated next to them about how they can't believe they need to pay for a Coke (NYSE: KO).

I think that airlines, like any business, need to show consumers that they are valued. Charging for a drink has the opposite effect. For an interesting take on airline improvements, read this post by Steve Towers.

Aaron Katsman is the lead Portfolio Manager and Managing Director of America Israel Investment Associates, LLC. and Senior Editor of IsraelNewsletter.com. Disclosure: Writer has no position in any stock mentioned as of 12/04/07.