United Airlines CEO Scott Kirby didn’t hold back when asked about the future of Spirit Airlines at the APEX Global Expo. Speaking to moderator Brian Sumers, he declared, “That is a fundamentally broken business model, and the consumer has voted. They are going out of business because customers do not like their product.”
When pressed on how he could be so sure, Kirby kept it short and confident. He replied with five words: “Because I’m good at math.”
Earlier in the week, at the U.S. Chamber of Commerce’s Global Aerospace Summit in Washington, D.C., Kirby used almost the same tone. He described the ULCC model as “an interesting experiment” that ultimately “failed,” Reuters reported.
Why Kirby Thinks the Model Doesn’t Work
Kirby’s criticism of Spirit comes down to two points: customer satisfaction and financial reality. Spirit relies on ultra-cheap fares to get passengers on board, then adds fees for nearly everything else. For travelers, that often means frustration over paying for bags, seat assignments, or basic comforts. (RELATED NEWS: Noctourism: The Rise of Travel After Dark and How to Do It)
According to Kirby, passengers are voting with their wallets. They try Spirit once but don’t always return. That lack of loyalty forces the airline to constantly chase new customers, which is expensive and unstable. In his view, the numbers behind costs, churn, and revenue growth make the business impossible to sustain.
Spirit’s Response on Social Media
Spirit fired back quickly. In a post on X, the airline wrote: “Scott is finally right about something – it is all about customers. Our Guests love low fares, especially our new Spirit First and Premium Economy options. Maybe that’s why United executives can’t stop yapping about us.”
Scott is finally right about something – it is all about customers. Our Guests love low fares, especially our new Spirit First and Premium Economy options. Maybe that’s why United executives can’t stop yapping about us. https://t.co/OXsXQmukDI
— Spirit Airlines (@SpiritAirlines) September 9, 2025
With that reply, Spirit defended its place in the market and reminded travelers that affordability is still its core appeal. The airline pointed to its recent upgrades as proof it is not stuck in the past.
Signs of Trouble at Spirit
Despite Spirit’s defense, the numbers show turbulence. The airline has filed for bankruptcy protection twice in less than a year. Bankruptcy gives a company time to restructure, but repeating the process so quickly signals deeper problems.
On top of that, Spirit has pulled back from several cities, including Boise, Albuquerque, and Portland. Route cuts like these shrink its footprint and raise questions about long-term stability. Analysts warn these changes are more than short-term adjustments; they may be symptoms of a business model under serious stress.
United’s Opportunity
United, meanwhile, is preparing to fill any gaps. Starting in January 2026, the airline will add more flights to Orlando, Las Vegas, and Fort Lauderdale—cities where Spirit has been a dominant player. Kirby’s strategy is clear: if Spirit retreats, United will be there to scoop up the demand.
This approach not only helps United grow but also positions it as the reliable choice for travelers who may be tired of the ultra-low-cost experience.
What It Means for Travelers
For passengers, Spirit’s struggles carry both risks and opportunities. The biggest risk is fewer rock-bottom fare options. Without their pressure on the market, prices could creep higher across the board. Families looking for the cheapest flights may have fewer choices.
On the flip side, passengers may benefit from more consistent service. Larger carriers like United can offer smoother travel with fewer surprise charges. While tickets may cost more, the tradeoff could be worth it for travelers who value predictability and comfort. (RELATED NEWS: Take a Family Gap Year: Ditch the Routine and Travel)
The Bigger Picture
Kirby’s comments also highlight a bigger debate in the airline industry. Can the ultra-low-cost model survive in the United States? Rising labor costs, expensive fuel, and changing consumer expectations make it harder to deliver bare-bones service at scale.
Other budget carriers like Frontier and Allegiant will be watching Spirit’s next moves closely. To avoid the same fate, they may need to rethink their fee-heavy approach and find ways to build loyalty without losing their low-fare advantage.
Looking Ahead
Kirby’s math-based prediction has sparked a conversation about more than just Spirit Airlines. It’s about whether an entire business model can still work in today’s travel market. They insist their customers love low fares, but repeated bankruptcies and shrinking routes suggest the pressure is real.
United is betting on that pressure leading to opportunity. By moving into Spirit’s strongest markets, it hopes to capture both passengers and loyalty. Whether Kirby’s prediction comes true remains to be seen, but his warning has forced the industry—and travelers—to take a hard look at what really works in air travel today.
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