Spirit Airlines Rebrands Travel Options: First, Premium Economy, Value

Over the past year, we’ve seen Spirit Airlines try to transform its business model, by bundling fares and becoming more premium. The airline has today announced plans to streamline its booking experience, with new travel option names.

Say hello to Spirit First and Spirit Premium Economy!

Effective immediately, Spirit Airlines has rebranded its three most popular types of fare bundles, and they’re already reflected on Spirit’s website and mobile app:

• Spirit First (formerly Go Big) provides enhanced comfort with a Big Front Seat, a carry-on and first checked bag, no change or cancel fees, priority check-in and boarding, reserved overhead bin space, complimentary snacks and drinks (including alcoholic beverages), and streaming access to fast Wi-Fi
• Premium Economy (formerly Go Comfy) provides more space in a seat with extra legroom or a blocked middle seat, and includes one carry-on bag, no change or cancel fees, priority boarding, and reserved overhead bin space
• Value (formerly Go) lets passengers select only the options they need; seat selection, one carry-on bag, checked bags, and other options, can be purchased separately

The airline is also eliminating its Go Savvy travel option, though will honor all existing Go Savvy reservations. The airline describes this as being in response to customer feedback. Go Savvy was essentially a bundled version of Spirit’s most basic fare, offering standard seat selection, and including carry-on bag and checked bag.

Here’s how Rana Ghosh, Spirit’s Chief Commercial Officer, describes these changes:

“We’re simplifying choices so travelers can better understand and compare their options and the exceptional value that Spirit provides. Our Big Front Seat has been one of the best kept secrets, and these updates will bring more travelers in the know that Spirit offers one of the industry’s most affordable options for a premium experience.”

This rebranding seems sensible enough

Understandably, Spirit Airlines is trying to turn around its business model, and reduce losses. So it’s logical that the airline would try to make changes that lean into how consumer demand has evolved, especially with the demand for premium products.

With that in mind, I think these changes make a lot of sense. Terms like “First” and “Premium Economy” are probably more appealing to the traveling public than terms like “Go Big” and “Go Comfy,” which mean very little. I still can’t help but chuckle a bit at Spirit now having first class (I guess it’s technically still not first class, but instead, “Spirit First”).

That being said, I think some people might be sad to see the elimination of Go Savvy fares, which offered additional inclusions, without premium seating. With this latest change, Spirit is essentially back to offering two types of premium bundles, plus one fare option that includes virtually nothing. That’s an interesting reversal, if you ask me.

A few months ago, Spirit exited Chapter 11 bankruptcy protection, after a fast process, lasting just a few months. Unfortunately the problem that’s nearly impossible to overcome is that being an independent low cost carrier in the United States just isn’t viable anymore, at least in the current environment.

The legacy carriers have become more competitive (competing more fiercely with basic economy), labor costs have gone up, and even the profitable airlines earn much of their money from their loyalty programs (which requires scale). Spirit’s operating margin in 2024 was negative 22.5%, and there are no signs of that improving.

Bottom line

Spirit Airlines’ travel options have been rebranded. The carrier now has three fare options — Spirit First, Premium Economy, and Value, replace the Go Big, Go Comfy, and Go bundles. I suppose the branding makes sense, since the terms are more in line with what people are familiar with.

That being said, the pace at which Spirit is updating its product offerings sure makes it difficult to keep track of. Furthermore, at least based on what we’ve seen so far, this premium pivot doesn’t seem to be helping Spirit’s bottom line.

What do you make of Spirit’s rebranding of travel options?