Spirit Announces Huge Premium Push, But is it Enough to Shore Up the Airline?
Skift Take
Spirit is the latest U.S. low-cost airline to make a premium pivot in a bid to boost profitability. Wall Street will be watching closely.
Spirit Airlines is making major changes to its passenger proposition. On Tuesday, the ultra-low-cost carrier revealed that it is moving upmarket with a series of new travel options. Spirit said these will “empower travelers to choose an elevated guest experience at an affordable price.”
The most eye-catching change is its move to attract more premium-focused customers. Branded as ‘Go Big’, Spirit’s new top-tier option includes a ‘Big Front Seat’, snacks, and alcoholic beverages. Other perks include a checked bag, carry-on, priority check-in and boarding, and complimentary onboard Wi-Fi.
A further all-new option is ‘Go Comfy’. The main selling point here is a guaranteed blocked middle se
