Spirit Airlines Unveils New Travel Classes
It seems Spirit Airlines has conjured up a bold new chapter in their “let’s get serious” saga. Forget the familiar no-frills stereotype; they’re jazzing things up by bundling up fares and tossing out flashy travel names. Their grand announcement this week unveils a redesigned booking experience so passengers can waltz through the purchase process with promisingly fresher travel option titles.
Meet Spirit First and Spirit Premium Economy!
As of now, the airline has revamped its trio of crowd-pleaser fare bundles, which are now live on its website and mobile app:
- Spirit First – Previously called “Go Big,” this option now boasts more than just your attention. Passengers enjoy the luxury of a Big Front Seat, one carry-on and the first checked bag, no alteration or cancellation fees, priority in both check-in and boarding, reserved bin space, and for those with a taste for life’s finer things, complimentary snacks and drinks (yes, including the bubbly kind), plus access to speedy Wi-Fi.
- Premium Economy – Known in its past life as “Go Comfy,” this selection gifts you with extra roominess courtesy of additional legroom or a strategically blocked middle seat, includes one carry-on bag, lacks change or cancellation charges, and sprinkles in priority boarding and reserved bin haven.
- Value – Previously the “Go” option, this bundle lets you flex your choice muscles, offering passengers the freedom to pick only what they fancy, be it seat selection, carry-on bags, check-ins, or extra options – all served à la carte.
Wave goodbye to the Go Savvy travel plan; it’s stepping aside. But don’t fret—anyone holding a Go Savvy reservation will still get to enjoy their old order. According to the airline, this overhaul answers a fervent call from the consumers. Go Savvy, in its heyday, was a bundled charmer of Spirit’s most elementary fare, offering a pinch of seat preference and baggage blessings.
Why the Change is Logical
Spirit Airlines is on the hunt to recalibrate its game plan and curtail losses. It’s undeniably clever to veer towards trends in consumer cravings, especially when the whispers for more premium edginess grow harder to ignore.
Seeing the evolution from terms like “Go Big” and “Go Comfy” to the more glitzy “First” and “Premium Economy” feels refreshing, even if, chuckle-worthy, Spirit isn’t quite offering first class. It’s more like “Spirit’s First,” but who’s splitting hairs here?
Nonetheless, there could be a pang of nostalgia for those lamenting the departure of Go Savvy fares, which squared its value-conscious arms without the added flourishes of premium seating. This latest shuffle leaves Spirit at the crossroads of maintaining two premium bundles and a bare-bones selection that nods to their origins. It’s a reversal worth pondering.
Recently, in a surprising twist of fate, Spirit emerged from Chapter 11 bankruptcy with impressive speed. However, the daunting reality remains that being a stand-alone budget carrier in the US today is a monumental climb, akin to scaling a peak at Val Seny ski resort. The skies have seen legacy giants sharpening their budget battle skills while grappling with rising labor costs. Even the winners of this grueling contest have anchored their income streams largely through loyalty programs, demanding scale that’s hard for Spirit to match. Their operating margin in 2024 was a steep negative 22.5%—not what you’d call upward momentum.
Bottom Line
Spirit’s rebranded fare lineup—Spirit First, Premium Economy, and Value—replaces what many knew as Go Big, Go Comfy, and Go. Sure, on paper, it makes sense because these names now strike a chord with consumers familiar with mainstream airline lexicon.
However, the tempo of Spirit’s updates is dizzying, making it a game of catch-up for the news-weary. Plus, if we’re keeping tabs on the scoreboard, these premium tweaks don’t yet appear to be giving Spirit the financial lift they had hoped for.
What are your thoughts on Spirit’s switcheroo with travel options?