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• #Spirit com how to

The airline’s ability to do that, however, was constrained by a number of factors, such as the fact that Spirit has no reciprocal agreement with other airlines to reaccommodate one another’s passengers in the event of cancellations. (Many of the larger, legacy airlines have such agreements in place, which helps mitigate the impact of cancellations on passengers.) The ripple effect of cancellations is also more severe at Spirit, given that the carrier offers a very limited number of daily flights between its served cities (which further limits passengers’ re-booking options).

#Spirit com how to

What could Spirit have done differently to shape more positive memories over the past week (or at least less viscerally negative ones)? Ideally, when their schedule began to crumble, they should have considered how to “overcorrect” on the recovery – engineering the resolution experience to be so good, so polished, that the memory of the recovery itself would actually eclipse that of the cancellation. This is how long-term impressions are formed about brands, and those impressions exert an undeniable influence on people’s purchase, repurchase, and referral behaviors. (In the airline industry, specifically, there’s clear evidence to back this up from Watermark Consulting’s Airline Customer Experience ROI Study. That analysis of stock returns vividly illustrated how air carriers with a great customer experience far outperform those with a poor one.)

For some, this travel nightmare came at the end of their vacation. Travelers who got caught up in Spirit’s problems as they embarked on their long-anticipated vacations obviously had a very emotionally-charged response to the situation. However, there were likely many travelers who were affected by the cancellation on the return trip back home. While these folks got to enjoy the vacations they had long planned, the tail-end disruption of their trips invoked a different type of memory cue, one that centers around “recency bias.” It’s a fancy term that basically just means this: We tend to remember the stuff that happens to us at the end of an experience better than that at the beginning. And, so, when your vacation concludes with an air travel nightmare, it’s that nightmare that will exert a disproportionate influence on your memory of the entire trip.įor all these reasons, passengers affected by Spirit’s recent operational struggles will carry that memory with them for some time. When they’re ready to book tickets for their next vacation, their experience from the past week will likely influence their choice of air carrier. In addition, when a friend, family member, or colleague mentions Spirit to them in the future, it’s their travel story from this past week that they’ll likely tell in response.The flight cancellations were surprising. Even Spirit has acknowledged that many of these schedule disruptions were due to factors other than bad weather. If you’re at the airport, waiting for your flight to leave, and a huge band of thunderstorms comes through the area – delays and cancellations may ensue, and passengers will be upset, but they probably won’t be terribly surprised. It was a very different scenario for Spirit customers over the past week, many of whose flights were cancelled even though there were no visible weather issues. That creates an element of surprise when a flight is canceled, and surprise is – you guessed it – a memory cue. When we encounter something unexpected, neurotransmitters in our brain activate in a unique way, forming long-term memories of the experience.The disruption was emotionally-charged. Spirit’s target market is leisure travelers. The affected passengers weren’t business travelers, accustomed to periodic flight snafus that might occasionally necessitate adding a day to one’s trip (on your employer’s dime). No, these were vacationers (many probably venturing out for their first long-awaited, post-Covid excursion) whose plans for enjoying some sun and surf were suddenly upended. As such, these flight cancellations were emotionally-charged, as the vacations people had saved months if not years for were now severely disrupted. Emotion is a memory cue, and so the presence of intense emotion will etch the memory of these awful Spirit travel experiences into passenger’s minds.