Delta disappointed some of its frequent flyers earlier this month when it announced that beginning in 2015, the number of miles you earn will be based on the cost of your ticket, not how many miles you actually fly. The more your ticket costs, the more miles you get. Trust Spirit Airlines to do just the opposite.
Spirit Airlines is America’s discount carrier with attitude. It offers low base fares but a bushel full of extra charges for just about everything but emergency oxygen and use of a plane’s lavatory. And it’s proud of that.
It’s also very promotion minded, announcing “weiner fares” when former Congressman Anthony Weiner was revealed to have sent photos of his private parts to women. There was that MILF sale, which stood for “Many Islands, Low Fares.” Those are just two examples.
Spirit saw a chance with Delta’s announcement. So now, if your ticket costs less than $36 one way, Spirit will give you 1,000 bonus miles. Between $36 and $65 gets you an extra 500 miles. And between $66 and $99, you get 250 bonus miles.
For Spirit, this has little to do with making money and everything to do with reinforcing its brand as the low-cost alternative.
Quite clever, actually.