She bid $594 for an upgrade on ITA Airways but was seated in economy class. Now her money is gone.

Mildred Cox thought she'd upgraded her seat from economy class to business class with a $594 bid.

But ITA kept her in economy class anyway -- and then it decided to keep her $594.

Can an airline do that? No, of course not. 

Cox's case exposes the way airlines try to keep your money, regardless of the product they deliver. It also shines a bright light on ITA's bureaucracy.

Let's find out:

• What's the difference between economy class and business class on ITA?
• Is it worth bidding on an upgrade on ITA?
• How do you get a refund when ITA doesn't honor an upgrade?

But before we do that, let's see what happened to Cox.

Earlier this year, Cox had booked a flight from New York to Rome on ITA, the reborn Italian flag carrier that rose from Alitalia's ashes). Just before her departure, ITA sent her an email that invited her to bid on a business-class upgrade.

Is that a worthwhile expense? I'll have the answer in a moment.

"It's been two months, and I still don't have the $594"

Cox decided she wanted a business-class seat, so she bid $594 for an upgrade.

"I received an email stating that ITA accepted my bid, and the airline charged my credit card $594," she says.

Fast forward to the day of the flight.

"As I waited to board the gate agent called me up to the desk and told me my seat upgrade bid could not be honored because the seat was broken," she says. "The agent said ITA would reimburse me within 24 to 48 hours." (Related: I paid for tickets on the wrong airline.)

The agent also gave her a piece of paper with contact information at ITA Airways just in case the refund didn't go through as promised. Maybe that was her first clue that things were about to go wrong.

Cox patiently waited two weeks before contacting ITA Airways' customer service department. A representative told her to file a claim, so she did. (Related: ITA Airways lost luggage problem: Why won’t it cover my expenses?)

ITA's response? Silence. When Cox looks up her claim, it says “Your case has been managed.” 

"I don’t know what this means," she says. "But it's been two months, and I still don't have the $594 for a seat upgrade that did not happen."

Cox wonders how the airline could have allowed her to bid on a seat that it knew was broken and why it was taking the airline so long to return her money.

You might be, too. Let's get those answers.

What's the difference between economy class and business class on ITA?

If you're considering a flight on ITA Airways, maybe you're wondering what sets their economy and business classes apart. 

Is it worth shelling out extra for that coveted spot at the front of the plane? In fact, the difference between ITA Airways' economy and business class can be night and day, especially on long-haul flights.

Economy class: just the basics

Think of economy class as your standard, no-frills flying experience. You'll get:

• A seat. The seats are about 17 to 18 inches wide, with between 31 and 32 inches of seat pitch -- that's the space between seats -- and limited recline.
• Meals. You'll get a starter, a main course that consists of a choice between meat or pasta and fruit or dessert and a second snack or breakfast service, depending on the time of the flight.
• In-flight entertainment. It's available on all long-haul routes but varies based on the aircraft type.

If you're flying in Economy Light, you have to pay extra for a checked bag. Regular economy passengers usually get one checked bag included in their fare.

Business Class: that's much better!

The business class seats are literally in a class by themselves. They include:

• Lie-flat seats on long-haul flights. We're talking 21 inches of width and 78 inches of seat pitch.
• Gourmet meals with real cutlery. Dine on a selection of four dishes crafted by Chef Gian Piero Vivalda of Antica Corona Reale, a two-star Michelin restaurant.
• Priority check-in and boarding.
• Lounge access.
• Enhanced entertainment options. They include bigger screens and better headphones.

Business class passengers also get two checked bags included as part of their fare.

So you can see, there's a real difference between the seat Cox had and the one she had bid on. And for an 8 ½ hour flight, it might have been well worth it for the extra comfort and amenities. 

But would it have been for you?

Is it worth bidding on an upgrade on ITA Airways?

So what should you do if an airline sends you an offer to bid on a business class ticket? Here's a quick guide.

Consider bidding for a business-class ticket

• If you're on a long-haul flight (6+ hours)
• If you need to sleep on the plane
• If you want to rest before an important event soon after landing
• If you're celebrating a special occasion
• And most importantly, if the price difference is reasonable compared to the original fare.

Skip the bid

• If it's a short flight (under 3 hours)
• If the economy fare was already a stretch for your budget
• If you're traveling with family and can't upgrade everyone
• If you're more interested in the destination than the journey
• If the minimum bid is close to the regular business-class fare.

So is it worth it?

Whether bidding for an upgrade is worth it depends on your circumstances, budget, and priorities. 

If you care about comfort and you can afford it without breaking the bank, go for it. You might turn a tedious journey into a memorable part of your trip.

But if you're on a tight budget or the flight isn't long enough to really enjoy the perks, you might be better off saving your money for experiences at your destination. (Related: Downgraded on my ITA Airways flight. Why can’t I get a refund?)

Remember, there's no guarantee ITA Airways will accept your bid, and not all tickets are eligible. You can check to see if you can bid for a higher class of service on ITA's site and read all of its other rules, of which there are many.

And usually, ITA will give you a seat once you hand over your credit card number. But what if it doesn't?

How do you get a refund when ITA doesn't honor an upgrade?

Let's say ITA Airways accepts your bid on that coveted business class upgrade. But when you board, you're still stuck in economy class. What now?

Getting a refund for an unfulfilled upgrade can be as turbulent as the flight itself. Here's how to navigate the process:

• Act fast: Report the issue to the cabin crew immediately. They might be able to resolve it on the spot by upgrading you to a different seat.
• Document everything: Take photos of your seat, boarding pass, and any communications with the airline.
• Contact customer service: Reach out to ITA Airways as soon as possible, preferably while you're still at the airport. Here are the ITA Airways executive contacts.
• Know your rights: Under EU and DOT regulations, you're entitled to a full refund for services not provided. 
• Be persistent: Airlines often hope passengers will give up. Don't.
• Consider credit card chargebacks: If all else fails, this can be a powerful tool. Here's how to win a credit card dispute.

ITA Airways' own policy states that passengers are entitled to a full refund of the upgrade fee if the service isn't provided. The reality can be more complicated. Airlines are notorious for dragging their feet on refunds. (Here's our guide to booking an airline ticket.)

If ITA Airways stonewalls, you can file a complaint with the Italian Civil Aviation Authority (ENAC) or the European Commission. For flights departing from or arriving in the U.S., the Department of Transportation can also help. And so can our advocacy team.

Remember, persistence is key. Don't let the airline ground your rightful refund.

Will ITA ever refund her?

My advocacy team couldn't allow ITA to keep Cox's money. So our advocate Dwayne Coward reached out to ITA on her behalf.

It sent the following reply:

We want to express our apologies for the inconvenience you experienced with ITA Airways on flight AZ611 from JFK to FCO.  

We inform you that the EMD 055-4203160144 was refunded. Attached the refund notice.

Again, we are very sorry for this inconvenience, and we hope we will have new chances in the future to welcome you aboard our flights and to restore your trust in our services. 

She checked her credit card account and sure enough, the money was there.

Cox's case is a stark reminder that when it comes to air travel, the only thing you can count on is the certainty of uncertainty -- that, and the airline's unwavering commitment to keeping your money, no matter what.

Christopher Elliott is the founder of Elliott Advocacy, a 501(c)(3) nonprofit organization that empowers consumers to solve their problems and helps those who can't. He's the author of numerous books on consumer advocacy and writes three nationally syndicated columns. He also publishes the Elliott Report, a news site for consumers, and Elliott Confidential, a critically acclaimed newsletter about customer service. If you have a consumer problem you can't solve, contact him directly through his advocacy website. You can also follow him on Twitter, Facebook, and LinkedIn, or sign up for his daily newsletter. 

This story originally appeared in the Elliott Report under the headline, She bid $594 for an upgrade on ITA Airways but was seated in economy class. Now her money is gone.