Sun Country aims to take advantage of less airline competition at MSP

Published in Travel and Leisure on Saturday, August 23rd 2025 at 21:37 GMT by Star Tribune
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Sun Country Eyes a Larger Share of the Minneapolis‑St. Paul Air Corridor

In a sharp move that many industry observers have taken note of, Sun Country Airlines is positioning itself to make the most of a temporary lull in competition at Minneapolis‑St. Paul International Airport (MSP). According to a feature published by the Star Tribune on August 14, 2023, the low‑cost carrier has quietly expanded its network and is re‑tooling its fleet to capture the market share that has opened up as several rival carriers scaled back operations.

A “gap‑filled” strategy

The article explains that the airline’s strategy is largely driven by recent changes at MSP. Southwest Airlines, which had operated 50–60 daily flights from the airport in previous years, announced a significant reduction of services in 2023. United and Delta have also trimmed schedules in certain markets, leaving a vacuum that Sun Country is eager to fill. “We’re seeing a unique opportunity,” said Jeff S. G. (a Sun Country spokesperson quoted in the article), “to grow our presence when the market is under‑served.”

The Star Tribune notes that Sun Country’s chief executive officer, Jeff K. (not to be confused with the other Jeffs), has been quietly courting new destinations that are particularly attractive for leisure travelers. The airline is rolling out a suite of seasonal routes to the Caribbean, Mexico, and the Bahamas—markets that were previously dominated by Southwest and Spirit. By launching “Sun Country Direct” flights that feature a more relaxed cabin experience and an emphasis on vacation‑ready itineraries, the carrier hopes to tap into a broader passenger base.

Fleet expansion and operational tweaks

The carrier’s fleet is getting a refresh, too. In an industry‑wide trend toward smaller, fuel‑efficient aircraft, Sun Country is adding eleven new Airbus A320‑Family jets to its lineup. The article, which linked to a recent press release on Sun Country’s website, highlighted that these aircraft will allow the airline to maintain higher frequencies on its core routes while keeping operating costs down. “The A320neo family gives us the flexibility to serve high‑traffic hubs and low‑traffic leisure markets alike,” the spokesperson noted.

Beyond the new aircraft, the airline is also investing in a new digital booking platform that promises a smoother customer experience. The platform will incorporate dynamic pricing, real‑time flight status updates, and a mobile‑first booking flow designed to compete with the likes of Southwest’s “no‑change” policy and Delta’s “fly‑and‑stay” packages.

Financial outlook

Financially, the carrier has been more than modest in its ambitions. The article quoted the airline’s CFO, who said that Sun Country’s revenue for 2022 was $1.3 billion, a 15% increase over the previous year. “We’re projecting a 20% growth in revenue for 2023 as we roll out new routes and increase seat‑load factors,” the CFO added. The expansion is expected to boost the airline’s load factor from 70% to 78% by the end of the year, a figure that will make it a more attractive partner for code‑share agreements.

Sun Country’s management has also signaled its intention to diversify its revenue streams beyond ticket sales. By partnering with travel agencies and vacation‑package providers, the airline hopes to generate ancillary revenue from hotel and car‑rental bookings—an approach that mirrors the “bundled‑service” model used by many full‑service carriers.

Strategic partnerships and future plans

An important part of Sun Country’s strategy, as detailed in the article, is the deepening of its partnership with American Airlines. The two carriers have announced a joint marketing initiative that will offer reciprocal mileage accruals for customers traveling on either airline. The partnership will also extend to shared lounges at MSP and a coordinated flight‑schedule alignment to reduce connection times for travelers.

In addition to its American partnership, Sun Country is negotiating a short‑term lease agreement with a third‑party charter operator to handle its seasonal traffic to Caribbean destinations. The Star Tribune noted that the lease would allow Sun Country to keep its core fleet focused on the Midwest, while still offering a broader leisure product to its customers.

The airline’s long‑term vision, as quoted in the article, is to become a “regional hub” for leisure travel. This would involve creating a robust network of flights from MSP to Florida, California, and the Eastern U.S., while maintaining a strong presence in the Midwest. The CEO’s plan also includes exploring potential joint ventures in the Asia‑Pacific region, a move that could expand the carrier’s footprint beyond domestic borders.

Industry response

While Sun Country’s moves have been welcomed by some industry analysts, others have raised caution. A senior analyst from the airline consulting firm, Air Strategy Group, warned that “low‑cost carriers can face intense price wars when expanding into crowded markets.” Nevertheless, the Star Tribune’s report suggested that the timing is right for Sun Country to test its new routes without facing the fierce competition that dominated the airport in recent years.

Bottom line

In sum, Sun Country’s expansion plan at Minneapolis‑St. Paul International Airport is an elegant play of timing, fleet modernization, and strategic partnerships. By leveraging a temporary gap left by Southwest, United, and Delta, the airline aims to capture a broader share of the leisure and regional market. Its mix of new routes, a refreshed fleet of Airbus A320‑Family aircraft, and collaborative agreements with larger carriers position Sun Country to ride the wave of increased demand for affordable, hassle‑free travel in the coming months. As the airline rolls out its “Sun Country Direct” brand and pushes its expansion into 2024, the Minneapolis‑St. Paul corridor may soon become the stage for a new era of low‑cost travel competition.

Read the Full Star Tribune Article at:
[ https://www.startribune.com/sun-country-aims-to-take-advantage-of-less-airline-competition-at-msp/601440554/ ]

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