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Major budget airline makes huge changes to its seating and bag policy
Spirit Airlines has announced a revamp of its fare options, in a major departure from its usual no-frills offerings.
The ultra-low-cost airline said it would start selling an array of premium tickets which come with perks such as bigger seats, priority check-in, snacks and Wi-Fi.
Spirit will also sell tickets which come with a checked bag included, wrapping in a key perk which it used to make customers pay extra for.
The airline, which is known for its rock-bottom ticket prices but for charging travelers a host of add-on fees, will introduce the new fares starting in August.
It comes as the struggling carrier aims to increase revenue amid pressure from larger rivals who are increasingly cashing in on premium offerings.
Spirit Airlines has announced a set of new fare options, in a major departure from its usual no-frills offerings
The Florida-based airline will offer four categories of service, it announced Tuesday.
It did not give details about the pricing breakdown of each fare, however.
Customers will be able to book the new fares, which are called 'Go Big,' 'Go Comfy,' 'Go Savvy' and 'Go,' from August 16.
The 'Go Big' option includes a so-called 'Big Front Seat', snacks and drinks, one carry-on bag, one checked bag among other perks.
The Big Front Seat features enhanced comfort with wider seats, extra legroom, additional seat cushioning and no middle seat, the company said in a press release.
This fare will be advertised like a traditional business class product, and is designed to compete with what the likes of higher-end carriers American Airlines, Delta Air Lines, and United Airlines offer.
'Go Comfy' offers a guaranteed blocked middle seat, a carry-on bag and checked bag and the 'Go Savvy' option includes the choice of either one carry-on bag or one checked bag and standard seat selection during booking.
The 'Go' fare will offer one personal item onboard and allow customers to buy checked bags, seat selection, Wi-Fi, snacks and beverages.
This fare will offer 'the greatest affordability for those who want to keep it simple', the airline said, remaining true to Spirit's economical model.
The company said it aims to have all the new offerings on flights by August 27.
'We're unveiling a new era in Spirit's history and taking low-fare travel to new heights with enhanced options that are unlike anything we've offered before,' said Ted Christie, Spirit's President and Chief Executive Officer.
'We listened to our Guests and are excited to deliver what they want: choices for an elevated experience that are affordable and provide unparalleled value.'
The airline already announced earlier this year that it was axing its fees to change or cancel a flight.
Those charges previously ranged from $69 to $119, depending on how close to the flight the change was made.
The Florida-based airline will offer four new categories of service, it announced Tuesday
A 'big front seat' is one of the perks offered by the 'Go Big' fare option
As part of the changes, Spirit also announced it was changing its boarding process and introducing priority check-in for select customers at some airports starting next month.
Spirit's new fares look more like something that you would find on a major network airline than one of the nation's big budget carriers.
That is by design, Christie told The Points Guy. He said that these are the fare bundles travelers expect to purchase nowadays.
'We are reacting to what the market is telling us about what's important. Spirit is moving as quickly as possible to deliver those products to its people.'
Spirit is not the only budget carrier which is making major changes.
Southwest Airlines, which is also under pressure to boost revenue, announced earlier this year that it plans to offer 'premium' seats with more legroom, and Frontier Airlines also began offering blocked middle seats at the front of the plane for a higher price in March.
Jungho Suh, a teaching assistant professor of management at the George Washington University School of Business, told the Washington Post Spirit's move makes strategic business sense but comes with risk.
'It’s risky by diluting their brand identity, which is budget-traveler-friendly,' he said.
The airline is under pressure to boost revenue amid investor fears it could file for Chapter 11 bankruptcy following a failed merger with JetBlue earlier this year.