Fliers flock to Spirit Airlines for free Sept. 11 flights
By Chris Woodyard, USA TODAY
Travelers snapped up all 13,400 seats Wednesday after Spirit Airlines announced flights would be free on Sept. 11, a move hailed for patriotism and promotional savvy.
More than 100,000 calls poured in over the airline's 300 reservations lines during the day in hopes of reserving a seat on one of the 90 flights to 14 cities, officials said. The airline's Web site became overloaded.
"The reaction has been phenomenal," says Spirit CEO Jacob Schorr. "We had to do something to grab everyone's attention."
Spirit, like other airlines, had reported light bookings for the Sept. 11 anniversary. Fewer than 20% of its seats had been booked before Tuesday.
Other airlines, like American, United, Air France and British Airways, have said they will fly fewer flights that day.
The promotion will cost 12-year-old Spirit an estimated $500,000 but won't be a total money-loser ¡ª some passengers bought return tickets.
The airline's executives will be at airports to greet passengers flying Sept. 11.
The promotion generated loads of publicity for a 30-jet airline little known outside its key markets in Florida, Detroit and New York. On Wednesday, the Fort Lauderdale-based airline became the talk of the radio airwaves ¡ª from Paul Harvey to Howard Stern.
"It's a genius move," says online travel columnist Terry Trippler, noting the public relations avalanche.
"Brilliant and classy," says airline consultant Mike Boyd. "If Spirit handles it well, they've gained a lot of brand loyalty they wouldn't have had otherwise."
Major airlines are yet to respond with their own Sept. 11 commemoration plans.
By Chris Woodyard, USA TODAY
Travelers snapped up all 13,400 seats Wednesday after Spirit Airlines announced flights would be free on Sept. 11, a move hailed for patriotism and promotional savvy.
More than 100,000 calls poured in over the airline's 300 reservations lines during the day in hopes of reserving a seat on one of the 90 flights to 14 cities, officials said. The airline's Web site became overloaded.
"The reaction has been phenomenal," says Spirit CEO Jacob Schorr. "We had to do something to grab everyone's attention."
Spirit, like other airlines, had reported light bookings for the Sept. 11 anniversary. Fewer than 20% of its seats had been booked before Tuesday.
Other airlines, like American, United, Air France and British Airways, have said they will fly fewer flights that day.
The promotion will cost 12-year-old Spirit an estimated $500,000 but won't be a total money-loser ¡ª some passengers bought return tickets.
The airline's executives will be at airports to greet passengers flying Sept. 11.
The promotion generated loads of publicity for a 30-jet airline little known outside its key markets in Florida, Detroit and New York. On Wednesday, the Fort Lauderdale-based airline became the talk of the radio airwaves ¡ª from Paul Harvey to Howard Stern.
"It's a genius move," says online travel columnist Terry Trippler, noting the public relations avalanche.
"Brilliant and classy," says airline consultant Mike Boyd. "If Spirit handles it well, they've gained a lot of brand loyalty they wouldn't have had otherwise."
Major airlines are yet to respond with their own Sept. 11 commemoration plans.
