Dennie Quill, Contributor

I HAVE been trying to find one person who has been able to access Spirit Airlines' one-cent fare, without success. The penny-gimmick which ended at 11:59 p.m. Wednesday has been heavily advertised in the press and on the Internet, and many persons are talking about this 'red hot' deal. I am pretty sure there must be some persons who are gleefully packing their bags to take advantage of their two-cent trip. I just haven't met any of them.

A few people say they were able to access the penny fare one-way, but found it impossible to get the same fare on the return leg. In any event, airport and government taxes, in addition to fuel surcharge and security, are some of the taxes the passenger is asked to bear. There is absolutely no penny fare, and the consumer should be told upfront what is the total price to be paid for the ticket.

Marketing strategy

Attempts to call Spirit's 800 number were also unsuccessful, after holding for more than half an hour, one is advised to call again. In fact, many prospective travellers have become quite disillusioned with Spirit - charging that this is false advertising. This aggressive marketing strategy is obviously designed to grab market share. In this kind of competitive environment, one wonders what Air Jamaica will do to match this wily competitor. False advertising is not the recommended strategy.

My own attempts at getting Spirit's penny fare were thwarted and the cheapest fare I got was US$79one-way.

I have been on Spirit's email list and I have been receiving these emails with their 'red hot' deals, but try as I might, I cannot get any of those deals. For one thing, the fares vary widely by destination and available dates.

Where is the ftc?

Now, I can't believe that Spirit has set out to mislead its customers, or that it has deliberately priced these deals that it is impossible to get cheap fares on both legs of a trip. If this is an attempt to trick customers, then surely the Fair Trading Commission (FTC) shouldbe taking a keen interest in the affairs of this airline. The FTC has a responsibility to ensure consumer protection in the travel industry. It should also have a formula to ensure transparency in all kinds of advertising, in keeping with its mandate to foster an ethical marketplace.

Earlier this year, Spirit came up with a five-cent fare; it turned out that only about 10 per cent of the seats on any flight was being offered in that price range. Tuesday and Wednesday are considered off-peak days so the fares are reportedly cheaper on those days.

When asked about the five-cent fares, Spirit spokeswoman Rebecca Rivera said the sale fares were to help recognise the airline's success in achieving a "new cost structure" in which costs have been reduced to just five cents per available seat mile (excluding fuel). Cost per available seat mile, or CASM, is a standard way to compare costs in the airline industry. Of course, the layman does not understand what this means, it is all industry jargon.

Spirit Airlines with headquarters in Florida began operations in 1980 as One Charter, taking pleasure seekers to Vegas and Atlantic City. From its hub in Fort Lauderdale, it has grown tremendously and now provides service to some 30 destinations in the Caribbean and the United States.

The airline says it is able to reduce fares by allowing passengers to choose services and options that are appropriate to their travel needs. The airline said it offers standard features, such as online check-in and the option to carry one bag on the plane. Other features, such as checked baggage and on-board food and beverages, are optional.

And starting June, Spirit says it will begin charging US$5 per checked bag for the first two pieces and it will cost passengers US$1 for a drink. What will they think of next? I predict that soon passengers will be asked to pay for using the overhead bins and I would not be surprised if they are sold for advertising in the near future.

Happy hunting for those penny fares - you will soon find out that they don't exist.