On November 5, 2024, Ben Baldanza, the former CEO of Spirit Airlines, passed away at the age of 62. His death was confirmed by Scott McCartney, a Wall Street Journal travel columnist and co-host of a podcast with Baldanza.
Baldanza's leadership at Spirit Airlines from 2005 to 2016 marked a significant shift in the airline industry. He transformed Spirit into an Ultra-Low-Cost Carrier (ULCC), changing how budget air travel operates in the United States. This model focused on offering low base fares while charging for additional services.
"Baldanza redefined Spirit Airlines by implementing a ULCC model," introducing pricing where customers paid only for what they valued. This strategy involved "bare fare" pricing and fees for checked bags, seat selection, refreshments, and even boarding passes. Despite some criticism over this approach being seen as "nickel-and-diming," Baldanza emphasized that it gave consumers control over their expenses.