It’s the airline that had unabashedly advertised its product as a “cheap seat for a cheap-ass.”
But now, under new leadership and in the face of increased competition from larger, more mature airlines, Spirit Airlines is ready to shake off its bad-boy streak and grow up a little.
Spirit, based in South Florida, has been known for its cheap flights and no-frills passenger experience, as well as its unconventional, and often sexually provocative, marketing campaigns over the last few years.
That was all part of the no-apologies, no-excuses attitude of the previous chief executive, Ben Baldanza, whom Spirit’s board replaced in January. High numbers of customer complaints, Mr. Baldanza liked to say, come with the cheap-fare territory. It was an approach modeled on the Irish budget airline, Ryanair, which became one of Europe’s largest airlines — but perhaps most reviled — by taking a cattle-car approach to regional air travel.
http://www.nytimes.com/2016/06/28/busin ... .html?_r=0
Wow, NK really is the FR of the US, they are eaving copying the better customer service!