Maybe you’ve heard of Spirit Air. Maybe you haven’t. Spirit bills themselves as an ULTRA low cost carrier. And they mean it. Their CEO, Ben Baldanza, doesn’t make any bones about it. He enjoy being the cheapest airline in so many ways. And, they find many ways to poke fun at themselves as well as other things happening in the world.
They’re also great at charging customers extra for….everything. If you book ahead of time, they’ll charge you $35 for a carry-on bag. Forget to buy it ahead of time and it will set you back $100 at the gate. No, not a checked bag, a carry-on.
And, if you somehow forget to print your boarding pass before you get to the airport and want an agent to do it for you, that will cost you $10.
There’s also a $10 fee to book a ticket through a phone agent. And, they don’t even have an 800 number, it’s a toll call.
That’s why I chuckled a bit when I saw they were hiring for a Director of Ancillary Revenue. Quoting from the job description:
Drive ancillary revenue via continued development and marketing of current products and creation of new sources of revenue. Reduce costs by introducing products and pricing that alter high-cost customer behaviors. Develop and manage a team of dedicated employees to attain the goals set for ancillary revenue. (bolding mine)
This is listed right at the top in the “Essential Duties” section. And, then for good measure, listed a bit lower:
Find ways to reduce costs by introducing and developing products and fee structures that alter high-cost customer behaviors.
You have to give them credit. Instead of serving the customer’s needs, they want to introduce fees that reduce the company’s costs. Find a customer behavior that costs the company money? Charge a big fee to make them stop doing those annoying things!
Don’t get me wrong. Spirit goes to a lot of cities people want to travel to.
And, certainly not in the style I’d prefer. Optional seat cushion for your flight instead of plywood? That’ll be $15, sir!