Spirit Airlines is making a pivot towards attracting more premium-focused passengers to boost profitability. The airline is introducing new travel options, including the ‘Go Big’ option with a Big Front Seat, snacks, alcoholic beverages, and other perks, as well as the ‘Go Comfy’ option with a blocked middle seat, checked baggage, and priority boarding. These changes are part of a new era for the company, according to Spirit CEO Ted Christie, who says they are listening to their guests and delivering choices for an elevated experience at an affordable price.
The new travel options are set to be available for booking from August 16, with onboard changes taking place from August 27. Spirit is also enhancing the airport experience with priority check-in and a redesigned boarding process to reduce boarding time and enhance operational performance. However, the airline has faced challenges in 2024, including a failed merger with JetBlue and issues with Pratt & Whitney geared turbofan engines that have grounded many of its planes. U.S. low-cost airlines are under pressure due to overcapacity concerns, rising costs, and increasing demand for international premium travel.
Despite speculation of bankruptcy, Spirit Airlines is focused on executing its standalone plan following the failed merger with JetBlue. The changes at Spirit come at a time when other airlines, including Southwest, Frontier, and JetBlue, are also making adjustments to their fare classes and onboard products. These changes reflect a broader trend in the airline industry towards attracting more premium passengers and enhancing the overall customer experience.
The Skift Travel 200 index tracks the financial performance of nearly 200 travel companies worth more than a trillion dollars, including airlines, network carriers, low-cost carriers, and related companies. The index provides insights into the overall performance of the airline sector and how individual companies are faring in terms of profitability and market value. By combining financial data from various travel companies, the index offers a comprehensive view of the travel industry’s health and trends.
