Spirit Plans to be a Premium, Big City Allegiant


Spirit continues to fight through its Chapter 11 proceeding with surprising success. While many have assumed that the airline would never make it out thanks to its terrible financial performance, it has now reached agreement with secured creditors on the restructuring plan, which means it sees a light at the end of the tunnel. Spirit expects to be out of bankruptcy by early summer.

While this was enough of a milestone for Spirit to put out a press release, it doesn’t guarantee that this ends well for the airline. What it does do is give us some more information to chew on. Spirit has been remarkably quiet, most noticeably in that it still hasn’t filed its December operating statistics. I have no idea what’s going on with that, but it has certainly kept rumors swirling.

But now have a plan that will allow Spirit to complete its restructuring. Unlike the first bankruptcy filing, this slashes costs significantly with debt and aircraft lease obligations tanking from $7.4 billion to around $2.1 billion. Of course, getting rid of more than half your fleet will do that. Commercially, the plan seems to focus on creating a small, Allegiant-like airline with a premium-heavy focus. Let me explain what I mean by that.

Though broad strokes were laid out in the release, it’s an interview that CEO Dave Davis did with CNBC that really shined a light on more details. When I last wrote about Spirit’s fleet plans, it was poised to shrink from 214 airplanes to less than 100. Now it may shrink even further by shedding additional, high-cost aircraft leases that it had not originally rejected.

That last look I did still had 28 A320neo family airplanes on lease, but if the airline rejects those, it will go to an all-A320ceo family fleet. That’s older, some airplanes are owned, and yes, it’s cheaper by a lot. Maybe they don’t all go away, but what is clear is that the future of this airline is in second-hand, used aircraft that cost less. This move would make sense considering the airline’s plan to have “higher aircraft utilization during peak days while reducing off-peak flying, as well as the flexibility to adjust to seasonal demand across markets.”

This has long been Allegiant’s hallmark — and Sun Country’s as well, for that matter. Considering that current CEO Dave Davis came from Sun Country, perhaps this shouldn’t be a surprise. With low aircraft ownership costs, Spirit can fly the airplanes when demand exists and park them when it doesn’t. Allegiant, of course, flies its planes when people want to leave their smaller towns and come primarily to leisure bases in Florida, Nevada, and Arizona. But the CNBC interview suggests that Spirit will focus on the four areas where you would expect considering the current schedule that’s filed.

Spirit’s Fort Lauderdale home will remain important, though it sounds like weakness in Latin America may see that connectivity reduce to some extent. Orlando is also a key city. Other than that? It’s New York and Detroit. Those four will make up the bulk of Spirit’s flying.

Doesn’t this sound like the opposite of Frontier’s current plan? Frontier, after all, just walked away from a lot of New York flying because the airports were too expensive, and it decided to boost utilization by increasing off-peak flying. These airlines just keep trying each other’s strategies on for size until something works.

Yes, there are differences here. Most notably it’s the fleet strategy where Frontier sticks to higher-cost airplanes which can make a real difference. But one thing that both airlines continue to push on is the move to premium. This release says Spirit will expand its First and Premium Economy offerings. This is all relatively new for the airline anyway, but it thinks it needs to lean in further if wants to get more traction. There isn’t money in cheap seats in the back anymore.

I don’t know if that means the premium strategy is working or if it still just appears to be the best path forward. What most certainly is NOT working, however, is Spirit’s operation. That is going to hamper any shot at a recovery if it can’t be fixed quickly. Just take a look at this Anuvu data showing how bad it’s been since December.

Spirit Operational Performance by Month

Data via Anuvu

Now I have to admit that the Feb-to-date number could be closer to 8 percent canceled since there are a few hundred flights that just have “Other” as their status in the system, but either way, it’s very bad since it should be under 1 percent. The culprit appears to be a crew issue. Maybe having this plan in place will convince crews that it’s worth showing up for work, because there’s likely to be a job there for longer. But then again, I don’t have visibility into what’s actually going on. I just know the operation is awful right now, and it has to get better.

This may be good news for Spirit’s plans to… keep existing for awhile longer, but we still haven’t seen any sort of financial performance that suggests there’s a true path forward for the airline in the long run. I say that, but the creditors seem to think it’s worth continuing the fight and not just liquidating to salvage what they can.

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Brett Avatar

18 responses to “Spirit Plans to be a Premium, Big City Allegiant”

  1. AlanZ Avatar
    AlanZ

    An interesting move. Seriously reducing the cheap seats might have effect of improving the quality of passengers, while reducing fight nites.

  2. Matt D Avatar
    Matt D

    Spirit seems to have more lives than ValuJet/AirTran had. Everyone thought they would’ve given up the ghost by now. And now it’s starting to look like they may pull through after all, being the first to successfully shrink to survival.

    Now here’s the $69 question: do you think a rebrand might be in the cards? Spirit still has the reputation of attracting, well, let’s call it “lively” clientele.

    If they’re going to change their model, wouldn’t an attempt at a new image make sense to go with it?

    1. Brad Avatar
      Brad

      Can they afford that expense and do they have the time to carry it out, Matt?

      If you’re going to rebrand with a new name and you still fly highlight marker yellow airplanes around you’re announcing/reminding everyone what you used to be. I don’t see much benefit in that sort of rebrand.

      If you go the full rebrand and have to paint 50-60 airplanes, that will take a few years and cost a lot of money all the while you don’t get the full benefit of the rebrand until the process is complete, provided they survive that long.

      Given their current state, I don’t see how this could be affordable or make much of a difference.

  3. Bill from DC Avatar
    Bill from DC

    It’s worth remembering that JetBlue wanted to pay $3.5 billion for this heap of garbage, we were told, for the planes and crews. Now over half of those have disappeared and could certainly be obtained for far less than half of $3.5 billion.

    It’s also worth remembering that the last time Spirit emerged from bankruptcy, they went back into it less than a year later.

    1. SEAN Avatar
      SEAN

      In fairness to JetBlue at the time, Spirit’s network & planes were going to fill service gaps in their network & allow for a degree of growth. Now JetBlue can get those planes far cheaper & perhaps pick up some unemployed crews as well.

  4. emac Avatar
    emac

    Enjoyed your monthly look at NK’s finances (aka cash fire), is that still available?

  5. See_Bee Avatar
    See_Bee

    The U.S. market is (finally) reaching a mature state following consolidation over the last 10-15 years, upgauging strategies, shifting consumer tastes/de-commoditization, etc.

    The growth-at-all-costs LCC model of the past just doesn’t work anymore. The labor advantages have largely disappeared and there is no longer a supply gap for price sensitive customers. Their best bet is to more selectively match supply-demand (seasonally and DoW) through lower ownership cost assets, which is exactly what Spirit is attempting to do. Feels like this could be sustainable…

  6. SEAN Avatar
    SEAN

    Remember pigs don’t fly… airplanes do, but pigs do get slaughtered & that will be Spirit’s fait as shrinking to profitability never works.

  7. George Romey Avatar
    George Romey

    The type of passenger Spirit and Frontier want to attract have a horrible image of both. The daily Youtube videos of Spirit and Frontier airline passenger meltdowns is free advertising against both airlines. For a modest amount passengers can buy an Economy Plus seat on one of the US3 with better schedules and more frequency and for a few hundred more a first class seat on any of those airlines.

    Spirit and Frontier will need to purge that customer base but right now they need that customer base to fill seats.

    1. Brad Avatar
      Brad

      Where then does that customer base go to fly?

      1. Tim Dunn Avatar
        Tim Dunn

        lots of people in the airline industry have the data and follow social media but I’m not sure that is as big of a factor for real passengers as some might think.

        there are “bad passenger” stories from all airlines that make large scale media.

        NK’s problem was/is like WN’s – their business model was segmented on a small enough segment of the total passenger base while not being able to access higher value passengers. The lines between those groups of passengers differs by airline but the principle is still the same – everyone is diversifying their revenue base through wider product offerings.

        and NK and F9 are shrinking capacity in some markets which means essentially raising fares and limiting some of the lower fare passengers in other markets. There isn’t a completely direct correlation between low fares and bad passengers – it has happened in legacy carrier business and first class international cabins – but higher fares mean people who are more likely to be repeat passengers and who “understand” the way the system works.

      2. Atlantatude Avatar
        Atlantatude

        Greyhound.

      3. Kilroy Avatar
        Kilroy

        For a few years I lived in a beach town in the Northeast whose beaches had a reputation for attracting some “interesting” crowds from rougher areas within a ~90 minute drive (brawls on the beaches made the news at least twice a summer; the town chose a flood plain for the location of the police station so that the police could be a block from the beach).

        The way I would always explain it was, “[beach town] gets people who want to visit the beach but without the expense of the $49 Spirit flight to Myrtle Beach.”

    2. jd Avatar
      jd

      This post seems to describe Spirit’s desired value offer as being economy+ or first class-style seats for the price of regular economy class on the bigger airlines. For most people “a few hundred dollars more” for the big airlines’ economy+ or first class is a lot of money, especially for a 2 hour flight between NY and Florida.

  8. Mr Eric Avatar
    Mr Eric

    So they are becoming a mainline version of Breeze.

    I am skeptical there is much meat on this bone for Spirit. What makes Allegiant’s business model particularly successful is their ability to generate additional revenues beyond just the basic airfare (ancillary fees, commissions from travel products, etc.), not just their frequency model. However, Spirit appears to be hanging its future on a limited sized market with not much else to generate revenues. Once they fully absorb this limited market, then what?

  9. Tim Dunn Avatar
    Tim Dunn

    let’s not forget that by this time 20 years ago, IIRC, all of the post 9/11 legacy airlines except AS and AA were in or had already emerged from chapter 11 at least once.

    US and CO were both in chapter 11 twice and ended up merging with someone else while, 20 years ago, UA had just emerged from the longest and most costly airline chapter 11.

    Lots of people believed that LCCs and ULCCs were exempt from the brutal effects of competition and changing macroeconomics but NK’s C11 will likely not be the last in the LCC/ULCC sector.

    Let’s not forget that the LCC/ULCC sector has paid a disproportionately large impact for the Geared Turbofan’s problems while Pratt and Whitney/RTX have had far less financial impact. There are few aircraft models where the legacies didn’t lead in introducing an aircraft/engine combination but the 321NEO/GTF combo was embraced most by the LCCs/ULCCs who have paid the highest price.

    NK very likely can be successful as a smaller airline and might be a good potential merger partner. The airplanes they rejected will end up all over the world while the legacy carriers have benefitted from a ready supply of trained employees, esp. pilots. The big boys are all expecting a strong 2026 so removal of 100 plus aircraft worth of capacity from NK and other airlines provides sustainability for everyone. The LCCs/ULCCs will operate in their niches with less overlap between them and more “skimming” from one or two legacy carriers per market.

  10. Itami Avatar
    Itami

    Agreed with your skepticism on Spirit’s long-term prospects. To use a historical metaphor, this feels like the Roman Empire crawling out of a crisis in the early 400s: Yeah they’re still kicking but it’s not like they actually have a path forward to save themselves in the long run.

  11. CraigTPA Avatar
    CraigTPA

    I’m really skeptical about this plan.

    Even if they’re able to successfully put this product in place, there’s already plenty of “premium leisure” capacity, JetBlue is also adding a non-Mint first class in 2026, and WN is seriously considering it. Dumping more capacity into this segment is likely to just put them in the position of being a “premium leisure bottom feeder”, having to offer lower fares than AA/DL/US/AS/B6 (in time). RASM goes up, but so does CASM.

    The city choices are also perplexing. DTW? DL is content to let them bottom-feed, but the big dog will eat first when it comes to the higher-fare customers – DL will defend. FLL? The premium market is down I-95 at MIA…not to say FLL doesn’t attract some higher-fare passengers, but it’s definitely positioned differently than MIA. And JetBlue is adding service left and right. MCO? There is a surprisingly large market for premium travel experiences in Orlando, but I suspect these travelers would probably want to spend more on high-end hotel rooms and such than airfare.

    And New York? What? Unless they’re going to concentrate on EWR (isn’t there a shortage of runway timings right now at the desirable times?), where are they going to get the slots? Does AA have any available for lease right now, and if so I’d imagine that with the new terminal coming online JetBlue would be looking for some too. Or am I missing something?

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