Frontier Airlines Swipes at Southwest with Summer Perks

Budget carrier Frontier Airlines is making a bold statement this summer by rolling out economy bundles that include free seat assignments and a complimentary carry-on bag—an offer that directly contrasts with recent policy changes at Southwest Airlines. With this new promotion, Frontier aims to win over travelers who have grown disillusioned by Southwest’s decision to start charging for checked bags and seat assignments after 50 years of free baggage.

Frontier’s promotion is available when customers book nonstop flights on the airline’s website or app between now and Tuesday, March 24, for travel up to August 18. As part of this temporary offer, travelers can receive a bundle that includes a seat assignment and a carry-on bag at no additional charge. Moreover, for flights departing between May 28 and August 18, Frontier is offering a free checked bag when customers use the promo code FREEBAG. This targeted campaign is designed to attract leisure and budget-conscious flyers looking for a hassle-free travel experience without extra fees.

The move comes just a week after Southwest Airlines shocked its loyal customers by ending its longstanding policy of offering two free checked bags. For decades, Southwest’s free baggage allowance was a key pillar of its customer-friendly reputation. However, mounting pressure from activist hedge funds and fierce competition from rivals like Delta, United, and American Airlines has led Southwest to revamp its business model. Now, customers face a host of new charges—from checked bag fees to extra charges for seat assignments—prompting many to re-evaluate their loyalty to the carrier.

“Some airlines are walking away from what travelers love, but we’re running towards it,” said Frontier Airlines CEO Barry Biffle in a recent news release. “Think of this as the ultimate ‘divorce old airline’ deal. If travelers show us the love, we’ll make these perks permanent.” Biffle’s comments are a clear jab at Southwest, whose heart-and-soul branding and reputation for customer service have long set it apart in the competitive U.S. aviation market.

In contrast, Southwest defended its policy changes by highlighting its extensive network and additional benefits that do not require a promo code. “You don’t need a promo code to avoid change fees, cancellation fees, view in-flight entertainment or bring along two carry-on items on Southwest,” the carrier stated. Southwest further emphasized its vast network, connecting more than 850 nonstop city pairs at 117 airports across the United States and 10 international destinations.

This strategic promotion by Frontier is not an isolated tactic. Alongside fellow discount airline Spirit, Frontier has been easing strict policies such as high change fees to capture a larger share of the market. Meanwhile, larger carriers continue to adopt a la carte pricing strategies that were once the domain of budget airlines. This industry trend has been accelerated by a recent drop in domestic travel demand, which has put additional pressure on carriers to find new ways to boost revenue while still attracting customers.

Industry executives from United, Delta, and Spirit have even noted that Southwest’s policy changes might open the door for them to capture some of the disaffected customer base. With a shifting landscape in which airlines increasingly rely on bundled offers and loyalty incentives, the battle for customer favor is heating up. As the summer travel season approaches, the success of Frontier’s innovative, customer-centric promotions will be a key indicator of whether airlines can balance profitability with the free perks that have long won the hearts of American travelers.

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Sources: AirGuide Business airguide.info, bing.com, cnbc.com