Spirit Airlines is dead and buried… But a notorious budget carrier wants to resurrect its legacy and steal its crown

Spirit Airlines is gone, and now Frontier Airlines wants to pick up the pieces.

The notorious budget carrier ceased operations in May after years of financial trouble, intense competition and mounting pressure on its business.

Its collapse left thousands of travelers without their usual provider of rock-bottom fares, which has created an opening for Frontier.

The Denver-based airline has wasted little time stepping into Spirit’s shoes, taking over dozens of routes, expanding at airports where the two carriers once went head-to-head and offering introductory fares as low as $39 each way.

But Frontier is not simply trying to become the new Spirit. Under chief executive Jimmy Dempsey, the 51-year-old airline is attempting something more ambitious: Keeping the cheap fares while persuading customers to pay for a more premium experience.

That means first-class seats, extra-legroom options and, soon, high-speed Starlink Wi-Fi.

The gamble is whether travelers who flocked to Spirit for its bargain prices will follow Frontier – particularly as the airline tries to move beyond its bare-bones reputation.

Frontier and Spirit had long been America’s two major ultra-low-cost carriers, often competing directly on the same routes.

When Spirit began cutting services as its financial problems deepened, Frontier saw an opportunity.

In May, Frontier said it already operated more than 100 routes previously flown by Spirit and announced additional flights in 18 former Spirit markets.

It also offered discounted ‘rescue fares’ to help stranded Spirit customers continue their journeys. 

Then in July came another expansion, with Frontier launching eight routes previously operated by Spirit.

The new services included Boston to Orlando, Dallas-Fort Worth to New Orleans, Detroit to Fort Lauderdale, Detroit to Philadelphia, Detroit to Las Vegas, Las Vegas to Kansas City, Orlando to Memphis and Orlando to Richmond. Frontier advertised introductory fares starting at $39.

And it is not stopping there. The airline has announced four more routes launching later this year, including Denver to Fort Lauderdale, Detroit to Los Angeles, Houston to San Juan and Kansas City to Orlando. Several directly mirror routes Spirit had operated before its collapse. 

Dempsey has described the opportunity as significant, but says Frontier will be ‘disciplined’ about expanding into Spirit’s former territory.

There is another crucial difference between the two airlines. While Spirit struggled to escape its ultra-low-cost image, Frontier is trying to broaden its appeal.

‘Customers are seeking more premium products,’ Dempsey told The Wall Street Journal.

Frontier has already introduced UpFront Plus, which gives passengers in the first two rows extra legroom and a guaranteed empty middle seat. Now it is going further with actual first-class seating.

The airline plans to put two-by-two seating in the first two rows of its aircraft, with UpFront Plus continuing behind them. For a carrier famous for stripping the price down to the basics, that is a notable change.

So is its decision to introduce Wi-Fi. Frontier has historically operated without onboard internet, but it has now partnered with Starlink to bring high-speed connectivity to its aircraft, with installation planned to begin in 2027. 

Dempsey believes the move could unlock a whole new group of customers.

‘Today we’re not in the decision set for a lot of customers who need connectivity,’ he said. ‘And that will change next year.’

The airline has not yet decided whether passengers will have to pay for Starlink or whether it will be included. That uncertainty illustrates the balancing act facing Frontier. Its biggest advantage is still price.

Dempsey says Frontier’s cost differential is about 40 percent compared with the rest of the industry, giving it room to maintain lower fares even as it adds new features.

But customers know that the advertised fare is only part of the story on a low-cost airline. Bags, seat selection and other extras can quickly increase the final price.

That has already sparked debate among Frontier travelers on Reddit. 

Some passengers have welcomed the prospect of fast Wi-Fi and more comfortable seating, arguing that these additions could make Frontier a much more realistic option for longer flights.

Others remain skeptical, questioning whether the airline can deliver a genuinely better experience without losing the low fares that attract customers in the first place.

That may ultimately determine whether Frontier can succeed where Spirit failed. Dempsey insists the airline has no intention of abandoning its traditional customer.

‘Our business model continues to grow the addressable market, and encourages people to travel who wouldn’t normally travel,’ he said. In other words, Frontier wants to offer both sides of the market.

Passengers chasing the absolute cheapest flight can continue buying the basic fare, while those willing to spend more can upgrade their seat, add a bag or eventually connect to Starlink.

It could also help Frontier attract customers who would never previously have considered flying the airline.

Fuel prices remain a major threat. Dempsey said Frontier is planning for higher oil prices for the foreseeable future, a particular concern for a carrier whose business depends on keeping operating costs low.

But Spirit’s collapse has given Frontier something it could not manufacture itself: A huge pool of former budget-airline customers looking for somewhere else to fly.