WOW Air recruits ex-Spirit chief Ben Baldanza for low-cost, long-haul push

Ben Baldanza, the former CE of Spirit Airlines, has been appointed to the board of Icelandic low-cost carrier WOW Air. Without specifying the role that Baldanza will take on at the five-year-old airline, WOW says he will bring “specific expertise in the realm of ultra-low-cost carriers” (ULCCs). Baldanza stepped down as CE of Spirit in January, precipitating a shift by the US carrier away from some of its more objectionable cost-cutting practices. His decade-long tenure cemented the company’s transformation into a radical ULCC that prioritizes rock-bottom airfares above all else – including positive publicity and customer satisfaction. One of his most controversial moments came in 2012, when he publicly refused to issue a refund to a dying US veteran. WOW has steered well clear of such controversies during its short history, seeking to strike a balance between cheap airfares and comfortable – if frugal – on-board service. Despite adopting an avowedly ULCC model, the airline last year liberalized its carry-on baggage restrictions and boosted the legroom on its Airbus A321s.<br/>