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 ImagesAmid 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.