Spirit Airlines is going back to the basics with a handful of new routes that directly challenge its network competitors as the ultra-low-cost carrier attempts to return to profitability.
New Spirit Airlines Routes Directly Challenge Alaska, Delta, United
With the merger between Spirit and JetBlue called off, Spirit will go it alone for now. While the carrier’s dour forecast has improved somewhat by strong advance bookings and looming compensation from Pratt & Whitney over engine issues, it remains a tough time for the ultra-low-cost “unbundled” model.
But in a move that signals it is going back to its roots, Spirit will launch several new routes this summer that directly challenge its network competitors on so-called “bread and butter” routes. That includes direct challenges to Alaska Airlines in Portland, Delta Air Lines in Boston, Detroit, and Salt Lake City, and United Airlines in Newark:
| Route | Frequency | Start Date |
|---|---|---|
| O’Hare International Airport (ORD) – Portland International Airport (PDX) | 6x times weekly | May 8 |
| Hollywood Burbank Airport (BUR) – PDX | Daily | June 5 |
| San Diego International Airport (SAN) – PDX | Daily | June 5 |
| Newark Liberty International Airport (EWR) – John Glenn Columbus International Airport (CMH) | Daily | June 5 |
| Boston Logan International Airport (BOS) – CMH | Daily | June 5 |
| BOS – Detroit Metropolitan Wayne County Airport (DTW) | Daily | June 5 |
| BOS – Pittsburgh International Airport (PIT) | Daily | June 5 |
| SAN – Salt Lake City International Airport (SLC) | Daily | June 20 |
| Fort Lauderdale-Hollywood International Airport (FLL) – SLC | Daily | June 20 |
As noted by Zach Griff, Matt Klein, Spirit’s Chief Commercial Officer, has called Spirit’s network adjustment an attempt to “match up supply and demand.”
“Part of it is operationally driven, and part of it is also commercially driven where we think there may be better opportunities to match up supply and demand.”
The new routes begin on the dates indicated in the table above, but will not operate daily in all cases until August.
My Thoughts
I may not be a frequent flyer on Spirit Airlines, but I am a huge fan of Spirit and its unbundled business model, which breathes competition into the US airline market and makes flying possible for many who might otherwise not be able to afford it.
Budget carriers in the USA have struggled lately as legacy carriers have shrewdly matched or at least approached Spirit’s pricing with “basic economy” fares that include a whole lot more benefits than flying on Spirit. If a Delta Air Lines basic economy ticket is only $50 more than Spirit but includes a carry-on bag plus benefits onboard like free drinks, snacks, TV screens, and more legroom…you certainly come out ahead by choosing the full-service carrier.
That is the danger that Spriit faces here: Alaska, Delta, and United will ruthlessly fight to preserve their turf and will likely match any Spirit fares. That is great for consumers, but this period will be an important test for Spirit. Will it be able to survive long-term as an independent entity?
CONCLUSION
I’m glad to see Spirit return to what Spirit does best…trying to disrupt legacy carrier dominance on certain routes. Spirit will launch nine new routes this summer that directly challenge Alaska, Delta, and United. Look not only for favorable introductory fares, but for these network carriers to match.
image: Spirit Airlines
Good luck to NK. They’ll need it and they’ll likely not succeed. NK offers nothing over the legacy carriers.
Now now, their in-flight entertainment often is the meltdowns by the dregs of society flying them that have no sense of manners or etiquette when stepping into the public domain. Have witnessed it firsthand…both at their gates, and on a few flights I’ve taken intra-Florida on them.
Airlines like this one are merely the worst offenders in the never-ending “race to the bottom” of every industry.
Delta would be worth it if was $50,000 more. There is no limit to what anyone should be willing to spend to have access to Delta’s premium product. Burbank, Columbus, and Pittsburgh are premium destinations, and Delta is the only fitting way to travel there.
Tell me you’re an elitist snob without saying you’re an elitist snob. Not everyone can afford Delta’s “premium” experience.
It’s a joke to believe that Spirit can compete with legacy carriers by offering a single daily flight. Flight gets cancelled … you are out of luck. The legacy carriers offer many additional options to get to your destination if your flight is cancelled. Not to mention the other benefits that Matt note above that a legacy carrier can offer over Spirit or Frontier. (United not quite as clear a winner as their basic economy doesn’t allow for a carry-on)
Im all for spirit. I love that they check people’s carry on. Nothing worse than getting onboard with your family and seeing all the overhead space taken up with people carrying 9 bags onboard.
The advantage of the legacy carriers are frequency and alternate routing should a flight be cancelled. With Spirit, it’s one shot or you’re SOL.
Not worth the headache and heartburn when things go wrong.
Just glancing at fares on the BUR-PDX route, June 5 through June 9, AS least expensive one-way fare is $109, whilst over at Spirit, it’s $101.
Let’s see, over at AS on their “Saver” fare, I receive one carry-on bag. If I have their Alaska-branded and Bank of America-issued credit card, one checked bag is free and boarding in group “C” – as in credit card…lol.
Even without the benefit of the credit card, I’m money ahead on AS by not having to purchase a carry-on bag as I would on Spirit. Plus, I avoid any potential riots and fist-fights at the small cramped BUR gate area and/or ticket counter that could break out by Spirit passengers. Fun to watch on YouTube though.
In addition. no additional dumbo fees at Alaska for having to print out the boarding pass at the kiosk or with a human, unlike Spirit for $2.00, or $10.00 respectively.
On AS, you receive free in-flight entertainment texting, and seats have plug-in adapters. Does Spirit have that?
Did I even mention legroom in coach on Spirit as compared to AS?
The win here for all passengers is Alaska – even without having any kind of status or credit card!
Although, having 100K status is a nice perk when flying AS/AA and the One World carriers.
Here I come…MAX 8 and MAX 9! Chester take me there!
SO_CAL_RETAIL_SLUT
Agreed. Great analysis.