Spirit Airlines: making budget travel clearer and calmer

The project examined Spirit Airlines in the context of the US ultra-low-cost carrier model. A low base fare was supplemented by separately purchased services, including baggage, seat selection, food and drinks. Research focused on preserving an understandable value proposition while supporting passengers throughout the journey.

The source describes three challenges: expectations for comfort and convenient bundles, competition with Basic Economy at Delta, United and American Airlines, and sensitivity to unexpected charges and boarding stress. Predictability became central: customers needed to understand what they had purchased and how baggage rules applied before reaching the airport.

The US project focused on Fort Lauderdale, Orlando, Las Vegas, Detroit and Dallas. Fieldwork placed service inside an actual trip, with time pressure, queues, carry-on bags and the need to find information quickly.

Transformation extended beyond a single interface or fare. Price, included services, baggage rules, app messages and ground-staff interactions shape one overall experience. The research connected those elements in a common customer-experience framework.

1. 01

   Locate friction throughout the journey

   Examine search, booking, optional services, check-in, airport arrival, the gate, baggage stowage and the end of the trip. Understand when a passenger learns a rule and whether there is time to act comfortably.

2. 02

   Evaluate bundled offers

   Explore combinations of baggage, seat selection, priority boarding, greater comfort and Wi-Fi. Use conjoint analysis to relate attribute value to price while keeping the purpose of the trip in view.

3. 03

   Distinguish budget-travel scenarios

   Consider spontaneous leisure trips, budget-conscious family travel and the search for sensible comfort. Explore how fare, preparation and service expectations change with context.

4. 04

   Define the mobile assistant’s role

   Assess how the app supports check-in, baggage decisions and boarding preparation. Connect the digital experience to staff workload and the overall perception of service.

The source methodology diagram also lists in-depth interviews without a count or separate protocol. No interview sample has been invented. The 80 flights, 50 segments, 4,500 respondents and social mentions retain their separate units.

The three scenarios below expand the audience examples in the source. They are a working framework for applying findings; segment sizes and separate shares for these groups are not provided.

The journey spans digital and physical interactions. The stages below interpret the project materials from ticket comparison through the end of the trip.

1. 01

   Search and comparison

   Understand the offer’s value

   How quickly can someone see the base fare and understand which additional needs change the final total?

   Priority: make conditions comparable and establish the selected trip’s full cost before payment.
2. 02

   Booking and bundle selection

   Choose the right service combination

   Are baggage, seating, priority and comfort differences understandable? Can a traveller check the purchase contents before confirming?

   Priority: summarize included options, price and important restrictions in the selected offer.
3. 03

   Preparation and check-in

   Confirm baggage and next steps

   When does a reminder arrive, and is there time to check carry-on dimensions and complete mobile check-in?

   Priority: proactive messages four to six hours before departure, a baggage calculator and accessible instructions.
4. 04

   Airport and gate

   Board without surprises

   When do disputes arise? How consistently do staff explain requirements, and can a passenger resolve a problem in advance?

   Priority: connect digital guidance to on-site communication and reduce the concentration of unresolved questions at boarding.
5. 05

   Stowage and flight

   Receive the chosen level of comfort

   Does the seat and onboard experience match booking expectations? How do passengers experience carry-on stowage?

   Priority: align the bundle promise, actual seating and explanation of service.
6. 06

   Baggage collection and reflection

   Complete the journey with a coherent impression

   How do the final stages combine with booking and boarding? Which experiences shape overall satisfaction?

   Priority: read CSAT and feedback in the context of the whole journey rather than a single screen or interaction.

The client confirmed all four measures as roadmap forecasts, not attained results. Implementation periods and baselines are not detailed. The 35% CSAT difference belongs to a separate group comparison in the research.

Research provided a basis for moving from a rigidly separated set of options toward a clearer Value-Driven Airline service model. The project’s strategic value connects fare choice, predictable rules and digital preparation. Passengers gain more opportunity to manage their trip in advance, while the airline team gains a coordinated map of product and service changes.