Spirit Airlines, the low-cost airline based in Dania Beach, Florida, has implemented a new dress code that could prevent passengers from boarding their flights if they do not comply with the established rules.

This change in their contract of carriage has sparked intense debate among travelers, dividing opinions on the legitimacy of the restrictions and their impact on the customer experience.

What are the new restrictions, and what does Spirit Airlines’ “dress code” say?

Starting January 22, 2025, Spirit Airlines states that passengers may be denied boarding or even removed from the plane if their attire or tattoos do not meet the standards specified in their contract of carriage.

The new restrictions include a ban on transparent clothing that exposes intimate areas, such as breasts or buttocks, as well as clothing deemed lewd, obscene, or offensive. Additionally, the policy prohibits barefoot passengers and extends these restrictions to visible tattoos considered inappropriate.

Such policies are not new to the industry, but the level of detail in the specifications, including the explicit mention of tattoos, represents an evolution in passenger regulation by the airline. These measures appear to be a response to recent incidents where passenger attire caused controversies, leading to their removal from flights.

Why did Spirit Airlines implement a stricter dress code?

Spirit Airlines’ decision seems to be motivated by incidents reported last year. In October 2024, two women were removed from a flight for wearing crop tops, which did not comply with the airline’s dress code. Recently, a man in Texas was forced to leave a plane for wearing a hoodie with an offensive message, even after he later removed it.

These situations not only create tensions between passengers and crew but also impact the public perception of the airline. With a 14% score in media buzz, Spirit Airlines already faces challenges regarding its reputation. Implementing a strict dress code might be an attempt to reinforce its image as a company prioritizing comfort and respect among its users.

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What do passengers think about these rules?

Travelers’ reactions have been polarized. Some believe these restrictions are excessive and infringe on personal freedom. Andrea García, a frequent airline user, told CBS that everyone should have the right to choose how to dress without interference. Rastaway J., another passenger, noted that the rules are overly restrictive and might alienate regular customers.

However, others support the airline’s right to enforce such policies. Zaidiel Cardoza, a businessman and Spirit Airlines customer, stated that as a business, they have the authority to implement internal rules they deem necessary. This support reflects a positive perception of Spirit as a company that sets clear rules for its services.

How does this policy affect customer loyalty?

Spirit Airlines’ consumer profile indicates that the brand resonates more with younger generations, especially Gen Z (34%) and Millennials (36%), who value affordable fares and convenience. However, this new policy could create tensions with these segments, which tend to be more accepting of diversity in personal expressions, such as clothing and tattoos.

According to Statista’s Brand KPIs report, Spirit Airlines faces challenges in its key performance indicators. While it has a 63% brand awareness rate, ranking it sixth among U.S. airlines, its popularity is only 19%, and just 57% of users say they would fly with the airline again, significantly below the industry average of 70%.

Some passengers’ reactions confirm that restrictive policies can negatively impact loyalty.

What does this change mean for the airline industry?

Spirit Airlines’ decision highlights a recurring dilemma in the airline industry: balancing the need to ensure a comfortable environment for passengers while respecting individual freedoms. While some airlines already impose dress codes, Spirit’s level of detail, including tattoo restrictions, sets a precedent that other companies might follow.

Implementing policies like this requires clear and effective communication to avoid misunderstandings and protect customer relationships. Spirit Airlines has not issued an official statement on the reasons behind this change, leaving room for speculation that could further harm its image.

What challenges does Spirit Airlines face in maintaining its competitiveness?

Spirit Airlines has been a popular choice for travelers seeking budget-friendly flights, especially among younger consumers. However, its performance indicators reflect an inconsistent customer experience.

Despite a strong brand awareness, its usage rate (11%) and media buzz (14%) fall below industry averages. This suggests that Spirit needs to develop strategies to strengthen brand perception and emotional connection with customers.

Criticism of its new dress code could pose an additional obstacle. The airline must consider how these policies affect the overall passenger experience and, consequently, brand loyalty and popularity.