On May 2, 2026, Spirit Airlines ceased operations and began liquidation, leaving millions of customers in need of another ultra-low-cost airline (and a ride home, in some cases). While this is a tough time for Spirit, it represents an opportunity for other travel brands: Resonate data shows nearly 7M customers were part of Free Spirit, the airline’s loyalty program. They’ll need a new favorite airline to fly now that their previous choice is gone.
What Are Free Spirit Members’ Preferred Airlines?
Outside of, well, Spirit Airlines, Free Spirit members like to fly with:
- Delta (40%)
- Southwest (38%)
- American Airlines (38%)
- United Airlines (31%)
When they’re selecting retailers, including airlines, Free Spirit members care about price, friendly, helpful staff members, loyalty programs, and the ability to use coupons. This audience responds to perceived value, not just the cheapest ticket. A Spirit competitor who bundles a good fare with a strong loyalty offer and pleasant experience will attract these customers’ attention. Targeted messaging around “same price, better experience” could also be very effective.
For non-airline brands, take note that this audience is reachable through price promotions and loyalty tie-ins. They’re willing to enroll in multiple programs and are motivated by deals, so partnership or co-marketing plays with airlines they already use would resonate.
How Can Brands Reach Free Spirit Members?
Resonate’s media consumption insights show 23% of this audience spends 40+ hours a week online, and 21% spend 20-40 hours a week online. Their activity is mostly concentrated on a couple of media consumption forms:
- 29% are heavily engaged with traditional TV
- 20% are heavily engaged with streaming TV
- 18% frequently watch Internet videos
- 10% love to use social media
- 8% are heavy radio listeners
Their top TV networks include:
- Hallmark Movies & Mysteries
- Science Channel
- BBC
Their top paid streaming subscriptions include:
- YouTube Premium
- AMC+
- Netflix
- Apple TV
- Amazon Prime Video
Free Spirit members are value-driven, multi-airline travelers who respond to perceived value over brand loyalty, making them a prime target for competitors and non-airline brands alike. Given the relatively even distribution of airlines this audience chooses when not flying Spirit, they clearly shop around, and any brand that pairs competitive pricing with a strong loyalty program, friendly service, and coupon or discount mechanics can win their attention.
For hotels, credit cards, and travel apps, co-marketing plays with airlines this audience already uses are a natural in. When it comes to reaching them, this is a heavily online group, but traditional and streaming TV dominate their media diet. Their top TV networks and paid streaming subscriptions suggest a diverse but reachable audience that skews toward comfort, curiosity, and quality content. For marketers, that clearest path to conversion is a multi-channel strategy anchored in TV and streaming with deal-forward creative that emphasizes loyalty value.
No matter where Free Spirit members are engaging with media, Resonate can help you reach them. Our predictive consumer intelligence will inform you of their values, motivations, and behaviors so you can predict what these consumers will do next and win them over before the competition does.
Want to learn more about how we’ll help you open an opportunity with Free Spirit members for your brand, or just want to discuss how predictive consumer intelligence will help drive business growth? Schedule a consultation with a data expert today.
