From February 2 2027, passengers on Jetstar will only be able to bring one small bag that fits under the seat for free. Anyone wanting to store a bag in the overhead locker will need to pay an additional fee, with prices varying by route.

The airline says the change will provide “more choice” while helping keep base fares low. It also reduces the need to weigh as many carry-on bags at the gate and improve boarding efficiency. Passengers who pay for the overhead baggage option will receive priority boarding.

While the policy is presented as offering greater flexibility, it also raises a less obvious question: does giving travellers more choices necessarily improve the travel experience?

More choice isn’t always better

Jetstar’s CEO, Stephanie Tully, said the new carry-on baggage model means passengers will “only pay for what you need”, presenting the paid option as giving consumers more choice.

But psychology research suggests that more decisions can also create more mental effort.

Booking a flight now involves deciding whether to pay for checked baggage, seat selection, overhead cabin space, and other optional extras, each carrying a financial cost. As these choices accumulate, passengers may experience what psychologists describe as “choice overload” –........

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