Skift Take
Under new CEO Bob Fornaro, Spirit Airlines is deviating slightly from the typical ultra low cost carrier playbook. Most passengers probably won't notice it, as Spirit will still pack in the seats and charge for everything. But around the edges, Spirit's strategy is evolving slightly.
Under former CEO Ben Baldanza, Spirit Airlines almost always went big.
That was the case in advertising, with Spirit launching over-the-top and sometimes offensive campaigns, including the Anthony Weiner-themed one of 2013. It was also the case with the airline's network, as Spirit has been chasing cost-sensitive customers in the largest U.S. markets, including South Florida, Dallas/Fort Worth and Los Angeles. And it was true with airplanes, with Spirit returning its smallest planes to lessors as it added newer Airbus aircraft with more than 200 seats.
But under CEO Bob Fornaro, the former Air Tran CEO who took over in January, Spirit is evolving. It's still a no-frills ultra low cost carrier and it continues to make a major chunk of its revenues from fees for everything from onboard drinks to carry-on bags. And it's still flying a lot big aircraft bet
