Interview: Spirit CEO on Building an Airline That Trades Comfort for Low Fares
Photo Credit: Spirit Airlines CEO Ben Baldanza, L, appearing in a promotional video pushing its 'Bare Fares.' Spirit Airlines
Skift Take
Perhaps Baldanza spends a lot of time practicing his candor and approachability, but it's working.
It's the question that plagues the U.S. aviation industry: How can Spirit Airlines grow, and profit, while steadfastly refusing to offer even the tiniest concession to passenger comfort free of charge?
Skift also wanted to know. So we asked.
The airline's CEO, Ben Baldanza, was happy to answer our questions in plain terms, without corporate speak or condescension.
His demeanor, whether innate or expertly rehearsed, reflects the Bare Fares campaign that has become a cornerstone of the airline's brand ethos over the last 18 months.
Spirit also has its Bare packing strategy, its State of Hate report, an AutoPilot-run Twitter feed, and, most recently Bundle and Unbundle —fake lawyers ready to fight the major carriers and get passengers refunds for products and services they never used, but paid for in bundled fares.
Baldanza characterises all of these stunts as part of the airline's effort to explain the airlines operating model to customers, and set realistic
