William Bruce's family has been embroiled in a dispute with Spirit Airlines over lost luggage since January 25, 2025. The baggage, containing over $1,000 worth of Christmas gifts intended for relatives in Brazil, was last seen at Spirit's self-service kiosk at Hartsfield-Jackson Atlanta International Airport. According to local news reports, the airline allegedly failed to assist the family when they sought help.
Bruce reportedly paid more than $200 in fees for the service and has since faced challenges with Spirit’s customer service. In an interview with WSB-TV Atlanta, Bruce described his frustration with being redirected between chatbots and AI-powered helplines. Research by the local news station indicates that Spirit Airlines ranks second-worst nationally for customer service among airlines.
“They want you to go away," Bruce reportedly said. "They’d rather you just get tired and just go away.”