Dive Brief:
- Frontier Airlines appears to be making a play for customers dismayed by Southwest Airlines’s reversal of its “bags fly free” policy through a promotional deal announced Tuesday.
- For flights purchased by end of day Monday, with some restrictions, the budget airline is offering its economy bundle gratis, which includes a free carry-on bag, free seat selection and free flight changes. It’s also advertising a promotion for a free checked bag on flights departing between May 28 and Aug. 18.
- “We’ve always had heart,” Barry Biffle, CEO of Frontier, said in a statement Tuesday. “Some airlines are walking away from what travelers love, but we’re running towards it. Think of this as the ultimate ‘divorce your old airline’ deal. If travelers show us the love, we’ll make these perks permanent.”
Dive Insight:
Frontier is capitalizing on customers’ dismay of Southwest changing its beloved policies.
In the announcement Tuesday, the airline did not identify Southwest by name, but referred to how some airlines are "walking away from what travelers love.”
Southwest reversed its “bags fly free” policy last week, set an expiration date to flight credits, changed the number of Rapid Rewards points customers earn on flights, introduced variable pricing to redemption, and will now charge change fees for basic fares.
Though the promotion is only for a limited time, Frontier is ready to be frustrated customers’ “rebound.”
“Some airlines have changed,” a Frontier press release said. “They’ve raised fees, taken away perks, and made travel feel like a one-sided relationship. If your airline is treating you like an afterthought, maybe it’s time to file for divorce. Frontier is here for the rebound — offering a fresh start with an unbeatable deal.”
“At the end of the day, travelers just want to be valued,” said Biffle. “We’re bringing back the things people love about flying — free bags, free seat selection, and flexibility — without the extra fees. No games, just great value.”
