With possible U.S. Dept. of Transportation and Congressional actions looming, Spirit Airlines President and CEO Ben Baldanza finds himself in a tight spot.
Just look at the following YouTube video in which Baldanza, lying in an overhead bin, defends the airline's pending action to charge passengers up to $45 to bring a carry-on bag onboard Spirit's fleet.
httpv://www.youtube.com/watch?v=omYDG-YuSxI
Spirit today sent an email to customers, signed by Baldanza, with a link to the video.
Clearly on the defensive as DOT Secretary Ray LaHood says the department is looking into ways to "mitigate" Spirit's announced policy, Baldanza defends Spirit's carry-on policy, points to its innovative new "free personal item allowance," and characterizes the initiative as a "win" for everyone, leading to "happier customers that pay less!"
The text of the Spirit email follows.
To our valued customers,
We have all seen how carry-on baggage has gotten out of control. Longer security lines and boarding process, injuries due to overcrowded overhead bins, delayed flights and passenger frustration has become commonplace.
At Spirit, we are always looking for new ways to save you money and improve the customer experience. We recently announced our latest innovation, which is designed to relieve the carry-on crisis, saving you time and money.
Our solution to the carry-on crisis:
- Lowered fares
- Lower checked bag fees
- Give everyone a free personal item allowance
- Allow customers to carry on an additional bag for a fee and give them
priority boarding so they have time and space to stow their extra bag
Everyone Wins!- We expect total prices to be lower
- Security lines will move faster
- The boarding process will be smoother
- Deplaning will be faster
- Passenger and employee safety is improved with less over-stuffed bins
What to expect for travel after August 1st:
- We have introduced PENNY PLUS™ fares available to our $9 Fare Club members** that are 1¢ each way plus fuel, taxes and fees*. If you are not already a member, click here to join.
- We have lowered checked bag fees for $9 Fare Club members. A family of four checking four bags round-trip will save $80. Double the cost of being a $9 Fare Club member. Another reason to join now. Click here to join.
- You can bring a FREE personal item onboard, such as a purse, briefcase, backpack or laptop computer. Other exceptions are: assistive devices, medicine, umbrella, outer garments (coats, hats, wraps), camera, car seat/stroller, infant diaper bag, reading material for the flight, or food for immediate consumption.
- If you choose to bring an extra carry-on bag, you may do so for $20 if purchased online as a $9 Fare Club member or $30 online, at the airport ticket counter or kiosk for non-members. If you choose to wait until the gate to pay, the fee will be $45 which is not preferred since it will slow the boarding process.
- Shorter, faster security and boarding lines. Less frustration while boarding and deplaning. Fewer delays.
- Happier customers that pay less!
See you onboard soon! We’ll keep working to improve your experience and lower your fare.
Ben Baldanza
President and Chief Executive Officer
Spirit Airlines