Spirit in the sky

In recent years Spirit Airlines has established itself as one of the most successful ultra low-cost carriers in the Americas. Amid a changing consumer landscape, Ralph Olson examines the company’s efforts to refine its winning business model even further.

There’s a strong argument that every airline passenger in North and even many parts of Central and South America should love Sprit Airlines, and yes, this includes those who have never stepped foot on board one of the carrier’s jets. Put simply, air travellers across the continent have Spirit to thank for many of the ‘fare wars’ sparked in recent years, as the established big names vie for a share of an increasingly competitive market.

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