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Spirit's problems expose the limits of low-cost carriers' premium strategy

Spirit Airlines' financial problems reveal that going upmarket is not the panacea to the challenges faced by low-cost carriers. These carriers are struggling with rising operating costs, changing consumer preferences, and stiff competition coming from the Big Three U.S. Airlines. Spirit Airlines, which emerged from bankruptcy in March, tried to rebrand and target more wealthy travelers to help turn around its business. In just six months the Florida-based carrier filed for bankruptcy a second time, highlighting the limitations of a strategy being replicated in the low-cost sector, with similar mixed results. The cost advantage of low-cost carriers has been eroded by the post-pandemic increase in aircraft lease costs, wages and other operating expenses. Inflation has also hit the core customers of low-cost airlines harder. Meanwhile, the Big Three, Delta, United and American, have expanded their basic economy offerings and deployed larger aircraft to compete for price-sensitive travellers.

This squeeze is felt on both sides: increasing costs and shrinking share of the market.

Spirit Airlines' strategic shift was designed to take advantage of the rising demand for high-end travel, and to build a revenue stream with a high margin to offset rising costs. Frontier Airlines, Frontier's closest competitor, has also expanded loyalty benefits and added first-class seating. Breeze Airways was founded by JetBlue veteran David Neeleman and offers larger seats, bundled amenities, and lower prices than legacy airlines.

Spirit's revenue for the quarter fell by 20% due to a steep drop in passenger numbers, and a surge in non-fuel costs. The airline reported a loss of $246 million in the quarter ending June. Frontier lost $70 million.

Spirit's operating costs in the second quarter of 2019 totaled 118%, compared to 84% in 2019. Frontier's expenses reached 108%, which is a 24 percent increase from the period before the pandemic. Cost pressures are also affecting full-service carriers, but the diversification of their revenue streams has helped them to protect margins and perform better than other carriers.

Breeze Airways CEO Neeleman attributed the problems of budget airlines to direct competition from legacy airlines. In an interview he stated that smaller carriers such as Breeze Airways and Allegiant are making money because they operate on nonstop flights with no competition.

BIG THREE MUSCLE IN

Delta, United and American use larger aircraft for domestic flights to better compete with budget-conscious passengers. Basic economy fares are now a major part of their ticket sales.

United's basic economy accounted for 15% of its domestic sales in 2018, up 2 points since 2023. Andrew Nocella is the chief commercial officer of the airline. He has described the basic economy offer as a "homerun" for United.

Neeleman said that the proliferation of basic economies was what really hurt.

Frontier CEO Barry Biffle, at a hearing in Congress last month accused legacy carriers using loyalty programs to subsidise basic economy fares. He urged lawmakers remove barriers that prevent low-cost airlines from competing equally.

He said that "too many doors and gates are closed."

PREMIUM PIVOT RUINS LOW-COST SIMPLICITY

Spirit's tiered fares include priority boarding, free snacks and drinks and streaming Wi-Fi. These features were previously unthinkable from a carrier that was known for its bare-bones services. Frontier has also upgraded its services and simplified customer service.

Analysts say that the change in policy adds complexity to the operations and reduces the simplicity which made low-cost carriers attractive. They also offer premium services that are inferior to those offered by legacy airlines.

Have you ever seen an example where an airline has tried to reposition themselves up the value chain, and managed to survive? John Grant, Senior Analyst at Travel Consultancy OAG said.

Spirit and Frontier declined to give interviews for this article.

Brand perception is still a drag

Discount airlines face a difficult branding challenge in courting the high-end traveler, as they've built up a reputation of "nickel and diming" their customers. Spirit and Frontier were ranked last by J.D. Power's survey of customer satisfaction this year. According to a U.S. Senate Report, both airlines paid staff $26 million between 2022-2023 in incentives for enforcing bag policies.

Michael Taylor, Senior Managing Director at J.D. Power, said: "The only reason people buy them is that they are basically coupons clipped." Power.

Both carriers have taken measures to improve their image. Spirit and Frontier have eliminated the standard cancellation and change fees for many fares. Frontier has extended the validity of flight credits, simplified boarding and restored live phone support to elite loyalty members.

Still, some travelers remain unconvinced. Lesly Simmons, an SF-based tech marketer, claimed to have paid twice for her checked bag on Frontier flights and never received a reimbursement.

"I could not imagine why I would choose to fly with an airline who hasn't treated me well in the past, rather than an established airline which has," said Simmons. He frequently flies United.

(source: Reuters)