US Airlines Enter New Competitive Phase: What It Means for Consumers

Carriers are increasingly competing on product rather than price, aviation industry insider William Swelbar said.
US Airlines Enter New Competitive Phase: What It Means for Consumers
A Southwest Airlines flight arrives at Denver International Airport in Denver, on Nov. 8, 2025. Michael Ciaglo/Getty Images
Mary Prenon
Mary Prenon
Freelance Reporter
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Amid rising jet fuel costs and ticket prices, and with Spirit Airlines shutting down earlier this month, an aviation expert said carriers are increasingly competing on product rather than price to weather this difficult period, as consumers and businesses face hard choices.

In a recent EpochTV “Market Insider” episode, William Swelbar, a longtime aviation industry analyst and researcher, told host Siyamak Khorrami that airlines are facing a challenging environment, and “Spirit likely did not have a business plan that could sustain that kind of a cost shock,” referring to higher jet fuel prices.

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Mary Prenon
Mary Prenon
Freelance Reporter
Mary T. Prenon covers real estate and business. She has been a writer and reporter for over 25 years with various print and broadcast media in New York.