Spirit Airlines has officially rebranded itself as a high-end travel option, shifting away from its traditional low-fare model. After filing for bankruptcy protection in November, the airline emerged with a new strategy to redefine “low-fare” travel.
The carrier’s plan includes replacing its decades-old base-fare model with bundles that offer premium amenities such as priority check-in and boarding, extra legroom seats, and free snacks and drinks during flights. The most expensive Go Big fare comes close to business class experience at a budget airline price point.
This move aims to attract wealthier travelers who expect higher-end experiences. However, it’s a challenging task for Spirit given its core traveler base is focused on affordability. The airline offers lower-cost options like the basic-fare Go model and Go Comfy with a blocked-off middle seat.
Spirit’s new strategy has raised eyebrows among industry experts, with some questioning whether it aligns with the airline’s true identity. Despite this, CEO Ted Christie remains in charge, thanks to an investor approval that included a $350 million equity investment and issuance of $840 million in senior secured debt.
Source: https://www.thestreet.com/travel/spirit-airlines-is-trying-to-rebrand-as-luxurious-here-is-what-that-means