Spirit Airlines Rebrands Fare Bundles, Introduces “Spirit First” Premium Offering
Image Provided by John Cushma
Spirit Airlines is once again reinventing its fare structure—this time with branding that may raise a few eyebrows. As part of its latest product overhaul, the ultra-low-cost carrier has launched “Spirit First,” a new top-tier offering that essentially introduces first class seating to Spirit’s network… sort of.
From Go Bundles to Familiar Branding
Effective immediately, Spirit’s fare bundles are being rebranded. The previous Go Big, Go Comfy, and Go bundles have been replaced by:
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Spirit First – Includes premium seating with more legroom and dedicated service.
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Premium Economy – Offers more inclusions than standard fares but without the large front seats.
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Value – The stripped-down base fare with virtually no extras.
While it may not be a full-fledged first class product in the traditional sense, Spirit First does mark a significant shift for the airline, offering what is effectively a domestic-style premium seat experience.
The airline’s new branding aligns more closely with industry-standard terminology, which may help reduce confusion for infrequent flyers. Still, some may miss the now-discontinued Go Savvy bundle, which allowed passengers to purchase extras without upgrading to premium seating.
A Post-Bankruptcy Pivot
This rebrand follows Spirit’s exit from Chapter 11 bankruptcy protection earlier this year. The reorganization process, which lasted only a few months, did little to change the underlying challenges the airline faces.
With labor costs rising, increased pressure from legacy carriers offering competitive basic economy fares, and the lack of a robust loyalty program to supplement earnings, Spirit’s model continues to struggle. The airline posted a negative 22.5% operating margin in 2024, and its pivot toward premium offerings hasn’t yet shown signs of turning the tide.
Bottom Line
Spirit Airlines has unveiled a new fare structure that introduces Spirit First, a premium seating option that mimics first class in name and layout. While the rebrand brings clarity to fare types, it also highlights the challenges of survival for an independent ultra-low-cost carrier in today’s competitive U.S. market. Whether this premium shift will help Spirit regain profitability remains to be seen—but for now, “Spirit First” is officially a thing.
