Many companies featured on Money advertise with us. Opinions are our own, but compensation and
in-depth research determine where and how companies may appear. Learn more about how we make money.

Advertiser Disclosure

The purpose of this disclosure is to explain how we make money without charging you for our content.

Our mission is to help people at any stage of life make smart financial decisions through research, reporting, reviews, recommendations, and tools.

Earning your trust is essential to our success, and we believe transparency is critical to creating that trust. To that end, you should know that many or all of the companies featured here are partners who advertise with us.

Our content is free because our partners pay us a referral fee if you click on links or call any of the phone numbers on our site. If you choose to interact with the content on our site, we will likely receive compensation. If you don't, we will not be compensated. Ultimately the choice is yours.

Opinions are our own and our editors and staff writers are instructed to maintain editorial integrity, but compensation along with in-depth research will determine where, how, and in what order they appear on the page.

To find out more about our editorial process and how we make money, click here.

By Brad Tuttle
July 10, 2014
courtesy of Spirit

The “Hate Thousand Miles” promotion, introduced by Spirit Airlines this week, couldn’t be attached to a more appropriate company. Spirit, known for selling low-cost flights that come with a host of pricey “gotcha” fees, is famous for being a magnet for traveler hate. The carrier is routinely referred to as the Most Hated Airline in the U.S. What’s more, in the recent past, Spirit has more or less taken the stance that it doesn’t care that it is hated by people. “We’re not for everybody, and we’re fine with that,” a Spirit spokesperson told Businessweek in 2013, after the latest survey placed the airline at the very bottom of consumer rankings.

With its new promotion, Spirit seems to be fully embracing its reviled status. Or perhaps it’s trying to bury the hatchet. According to the terms of the deal, anyone with a Spirit Airlines frequent flier account can go to hatethousandmiles.com, spew some ill will, and then collect 8,000 free miles. While it’s assumed most haters will hate on Spirit, you can actually register a complaint about any airline at the site.

“Hate on us – or any airline of your choosing – and we’ll send you 8,000 FREE SPIRIT miles. You’ll be well on your way to earning an award flight with us,” Spirit explains.

Reward flights on Spirit can be had for as little as 10,000 miles one-way, so indeed, with 8,000 free miles, you’re almost there. But again, the downside is that you’ll have to fly on the airline you (probably) just officially targeted with hate.

What’s behind this oddball promotion? Publicity, for one thing. Spirit Airlines is known for being outrageous, with a history of invoking trending scandals (Anthony Weiner, the BP oil spill, Richie Incognito) in ads.

More important, Spirit is trying to use the hate campaign as an education opportunity. Following in the footsteps of Ryanair, Europe’s hated airline that launched a friendly rebranding earlier this year, Spirit stepped up efforts to explain its pricing structure and customer service policies with a campaign that began in May. The Hate Thousand Miles promotion is being viewed as a way for Spirit to call attention to the ins and outs of how it does its hated business, thereby, hopefully, dispelling some of the hate.

“We see this as an opportunity to educate consumers about the differences of Spirit, and in return for their hate, we’ll give them a little bit of love in the form of free miles,” the airline said in a statement to the press.

Perhaps Spirit will also read what it is that customers are complaining about, and make some changes accordingly in order to make passengers happier–or at least less filled with hate.

If you’re in the process of booking or flying on Spirit and want to vent your hate right away, however, there’s a note in the fine print of the Hate Thousand Miles offer you should be aware of: “Submitting your hate feedback is not a means to submit correspondence to our Customer Support team.”

In this case, you’ll need to send your hate message twice: once to customer service, and secondly to the Hate site in order to get your free miles. If you want them.

Advertiser Disclosure

The purpose of this disclosure is to explain how we make money without charging you for our content.

Our mission is to help people at any stage of life make smart financial decisions through research, reporting, reviews, recommendations, and tools.

Earning your trust is essential to our success, and we believe transparency is critical to creating that trust. To that end, you should know that many or all of the companies featured here are partners who advertise with us.

Our content is free because our partners pay us a referral fee if you click on links or call any of the phone numbers on our site. If you choose to interact with the content on our site, we will likely receive compensation. If you don't, we will not be compensated. Ultimately the choice is yours.

Opinions are our own and our editors and staff writers are instructed to maintain editorial integrity, but compensation along with in-depth research will determine where, how, and in what order they appear on the page.

To find out more about our editorial process and how we make money, click here.

EDIT POST