The soaring price of oil may be hitting the airline industry hard, but some airlines are starting to take actions that they may regret. American Airlines (NYSE: AMR) is one such airline that recently decided to start charging $15 for the FIRST check-in bag and eliminate about 12 percent of its flights by the end of the year. These moves put American at the forefront of a growing tide of resentment by customers.

Most U.S. carriers are already charging customers $25 for their second checked bag, breaking a longstanding policy of allowing two checked bags for free. Meanwhile, six airlines are raising the cost of checking a third bag to a whopping $100! These fees come at a time when airlines are still facing a growing number of lost baggage (note: there are no refunds of your fee for lost baggage either).

Southwest remains the only major U.S.carrier to allow travelers to continue to check two pieces of luggage without charge. Previously, these customers have been able to check three, but now the airline has begun to charge $25 for the third piece of luggage. Ironically, Southwest is also one of the few airlines that (at least for now) remains profitable.

In the end, soaring jet fuel prices in the United States have made it extremely expensive for airlines to operate. However, taking measures to alienate customers may not be the best way to recoup costs. Rather, simple increases in fare prices to those by other airlines may be the best option.

Shares of AMR Corporation jumped more than 10% on the news today as investors are hoping that the move will provide a short-term turnaround.

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