Who Killed Spirit Airlines?

One major blow came from the failed merger with JetBlue Airways. Spirit had initially explored a merger with Frontier Airlines before shareholders chose JetBlue’s higher offer. However, U.S. regulators later blocked the JetBlue deal on antitrust grounds, arguing it would reduce competition and raise fares for consumers. Many industry observers believe that decision left Spirit financially vulnerable and without a clear path forward.

At the same time, Spirit’s business model was under growing pressure. The airline built its success around “bare fare” pricing, charging extra for bags, seat selection, snacks, and even printing boarding passes at the airport. While that strategy once attracted millions of cost-conscious travelers, customer preferences began shifting after the pandemic. More passengers started prioritizing comfort, flexibility, and reliability over ultra-low ticket prices.