Tuesday, January 28, 2020
Marketing Misery
This airline offers no-frills, rock-bottom seat pricing and all the discomfort that implies. For all that, it is making money. There is a market for misery as long as it is cheap, and Spirit knows that. The commentator praises its honesty and purity of positioning. There is none of the multiple tiers of comfort and cost that one finds in competitive airlines. There is one class and that's all. It smacks of the Southwest Airlines strategy that drove that company's success. For short to middling hops, passengers put up with the cramming because they know in a couple of hours they will be free. That's enticing to the budget-minded and it proves that customer treatment can be shabby as long as one prices for it.
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