When getting there isn’t half the fun
This article written by guest columnist Finnegan Reilly, a Business student from Emory University.
July is the busiest month of the year for vacationing families. America’s largest airlines, such as Delta Air Lines, are built on prestige and comfort which don’t always offer a price point that appeals to infrequent or budget-conscious customers.
But Ultra Low-Cost Carriers (ULCCs for short) like Spirit Airlines easily capture this space with a high concentration of affordable flights to popular destinations like Orlando and Las Vegas.
A Spirit Airlines Airbus A320 at Hartsfield Jackson Atlanta International AirportAs a business student at Emory University and an aviation enthusiast, I pay attention to all aspects of the flying experience every time I travel. Spirit Airlines has a lot going for them from their easily recognizable planes to their “Less Money, More Go” attitude. However, on a recent flight to Orlando, I noticed three things about the Spirit Airlines brand that fell short.
1. brands should be consistent inside and out—literally
Photo by Lisha Riabinina on UnsplashLooking at Spirit’s aircraft from the outside, their brand exudes a sunny and welcoming vibe with a bright-yellow façade and friendly winglets that say, “Howdy.” Yet to my disappointment, the interior lacked these brand elements on my flight. There were no pops of the friendly bright yellow nor any "Howdy"-inspired messaging. The cabin was bland and devoid of any branded signage.
Other low-cost airlines make use of these spaces with eye-catching signage like former Icelandic airline Wow Air’s “Only cool kids sit in the back” sign, which made the less enviable position of the rear of the plane more appealing. On all Southwest flights, passengers can see the heart logo on the wall, radiating a loving energy that Southwest is know for.
Spirit could take a cue from these carriers and create a more welcoming, branded space that reminds passengers why they chose Spirit:
- signage calculating the typical savings of flying Spirit
- fun ways to spend that savings at their high traffic destinations, such as Orlando
- reinforce Spirit’s core value proposition of providing a valuable service at a good cost
2. don’t overlook the little things
When passengers on Spirit are served food and beverages, the napkins that come with them are as plain as the rest of the aircraft's interior. This is a major missed opportunity. Most airlines put flair into these items to market themselves in subtle and entertaining ways. For example:
- JetBlue prints their claim to fame as having the “Most Legroom in Coach.”
- Southwest Airlines tells jokes and recreates their fabled napkin origin story.
- American Airlines advertises its credit card.
- United Airlines features destinations.
- Delta Air Lines shares its values about sustainability and invites passengers
to engage with it on social media. - Icelandair makes jokes about waterfalls to encourage Icelandic tourism.
- Most other carriers print their logos.
Napkins may be small, but they can carry a mighty big message.
3. everyone loves an inspiring origin story
Every flight code for Spirit begins with the letters “NK.” Most of the traveling public is unaware that these stand for “Ned’s Kids” after Ned Homfeld, the founder of the airline who was known for treating his employees like family. This is a great story that the airline neglects to share with its customers. It is rare, especially in aviation, to find an origin story this endearing so I’m quite surprised this isn’t more heavily promoted.
This kind of story doesn’t just attract customers, it attracts talent. ULCC’s like Spirit aren’t always the target for aspiring aviation professionals. A family-centric origin story can help Spirit cultivate a culture and reputation for caring for its employees. That’s a powerful way to attract and retain top talent who will work hard to ensure customers have a great experience.
Origin stories like this have a positive effect on the employee community which spills over to the traveling public. I believe Spirit should promote this story more on their website, social media and—dare I say—on their napkins. I know there’s room for a story on them!
Brand must permeate every touchpoint
My journey on Spirit took me safely to Orlando at a very affordable cost. But in this highly competitive sector, brands must executive flawlessly and leverage every asset they have to differentiate and grow. Consistent branding through every touch point delivers a memorable experience and reinforces the customer's affinity for it.
For Spirit, that could mean a LOT more “More Go.”
About our guest columnist
Finnegan Reilly is currently a junior at Emory University majoring in both Business and International Studies, with an anticipated graduation date of May 2026. His passions are travel, the aviation business and central Asia (the "Stans"). Connect with and follow him on LinkedIn here.
