Europeans have been flying cheaply for about 20 years. In the United States in 2006, Spirit Airlines decided to stop competing with the legacy carriers, and adopt an ultra-low fare structure. Paul Berry, director of corporate communications, advertising, and brand at Spirit Airlines, along with Jaimin Barot, manager, loyalty programs for Spirt recently spoke to Loyaty360 about how their brand has navigated this new space in the industry.
It grew out of a Michigan-based trucking company....