Darias PR Collective

Spirit Airlines announced last minute to traveler’s and staff that they were coming to a close after bankruptcy and an increase in fuel prices. As discussed in my last blog, “What PR Lessons We Can Take Away From Spirit Airlines,” their PR team’s tactics took a turn for the worst, and it left people scattered, including through their internal and external communications.

Sending out brief announcements to passengers, leaving traveler’s stranded with no resources and little notice to staff, this was a relatively last-minute decision, and the steps they took were a bit messy. Although this gave representatives and teams at other airline companies the opportunity to expand their own PR…

So what did these airlines’ PR teams do that boosted their reputation after Spirit’s unfortunate ending?

According to Leslie Josephs of CNBC, just hours after Spirit collapsed, its rivals unveiled new flight plans. Some airlines had already been working on route changes since Spirit’s shutdown looked increasingly likely, with some new flights beginning within days of the closure. This adjustment led to these airlines achieving good PR with the predetermined end to Spirit Airlines, since there was a chance that something like this might occur.

Airlines including United, Frontier, American, Southwest and JetBlue all capped fares for stranded Spirit traveler’s during the collapse. United reported roughly 14,000 Spirit customers booked with them on Saturday alone, while Southwest took in more than 20,000.

United, American, Delta, JetBlue, Southwest, Frontier and Avelo all launched rescue programs within hours. Some of the things included were status matches, rescue fares and expanded routes. This sent a clear message and provided strong PR by stating: “We’re reliable.” It also gave traveler’s comfort that they would have an easier time rebooking at the last minute instead of being stuck waiting to get on a new flight days later.

A simple phrase such as “we’re here to help” might be a fairly basic PR tactic, however, instead these airlines gave specific offers. Southwest capped fares by distance, $200 for flights up to 500 miles, $300 up to 1,000 miles and $400 above that. United capped fares at $299, with most priced at $199. JetBlue also had offers including one-way $99 rescue fares for stranded Spirit passengers. This proves that actions speak louder than words, and in this scenario, with this many travelers, that was recognized rather quickly.

Another strong PR tactic was American and United including links to job portals for Spirit workers who were left unemployed during the collapse.

Other tactics included Southwest launching an A-List match program for Spirit Silver and Gold members, giving them priority boarding, dedicated check-in lanes and free same-day standby, a human touch that went viral.

Josephs also noted that JetBlue made the boldest move. JetBlue added 11 new nonstop routes from Fort Lauderdale, Spirit’s primary hub, including a return to Charlotte, N.C., where JetBlue had previously pulled out due to low demand. That is not only a PR win but a massive business strategy combined.

From humanization and bold business initiatives to pre-planning potential crisis scenarios and added perks, these airlines earned themselves well-deserved PR credit. An important note is that these carriers treated Spirit’s collapse not as a competitor’s embarrassment to quietly capitalize on, but as a genuine customer service moment, and their communications easily reflect that. Every announcement had an action behind it.

About the Author

Hi there, I’m Daria, a public relations student at the University of Oregon, columnist and passionate traveler. I’ve worked in Tokyo’s media industry creating and strategising content for international audiences, with a love for how travel shapes communication and storytelling.