Spirit Airlines broadens its focus to both legacy entrenchments and classic niche markets

Spirit Airlines executives have concluded consolidation in the US has created a prime opportunity for its ultra low-cost business model to allow the carrier to invade legacy strongholds like Dallas Fort Worth and introduce limited flights that will allow Spirit to grow the market with lower fares instead of poaching passengers and creating a structural shift in the competitive landscape. At the same time, Spirit is also developing its more typical niche markets to round out a network focus dominated by domestic growth during the past couple of years.

Spirit has turned its attention away from growing Caribbean and Central America services from its Fort Lauderdale hub to capitalise on some of the 300 non-stop markets between Canada and the northern region of South America that have more than 200 passengers per day each way. These markets, like northern New York state airports close to Canadian cities, can support the 18% annual seat growth Spirit aims to achieve through 2015.