Frontier Airlines is taking aim at Southwest Airlines with a new promotion offering free checked bags, even teasing that it could become a permanent fixture.
Following Southwest announcing that they would be dropping free checked bags for most customers, Frontier has taken aim at the former low-cost airline in a short release.
“Some airlines have changed. 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.”
Typically, a basic Frontier fare involves the cost of flying from A to B, with any extras coming at a cost. Want to use a carry-on? That will cost you. Want to pre-select a seat? That will cost you as well.
| Basic Fare | NEW Economy Bundle | |
|---|---|---|
| Personal Item | Included | Included |
| Carry-on Bag | For purchase | Included |
| Board First | For purchase | For purchase |
| Choose Your Seat | For purchase | Included – Standard |
| Checked Bags | For purchase | For purchase |
| No Change/Cancel Fee | N/A | Included |
| Bundle prices starting from (per person, per direction) | N/A | From $30 |
Passengers can pay a bit more for their “Economy Bundle” which includes a free carry-on bag, seat selection and having the option to waive the fee for a date change or ticket cancellation.
From now until August 18, 2025, passengers booking non-stop flights will receive the Economy Bundle for free. Furthermore, tickets for travel from May 28th through August 18th will have their first checked bag fee waived if flights are booked with the promo code FREEBAG.
“We’ve always had heart,” said Barry Biffle, CEO, Frontier Airlines. “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.”
What’s most interesting is that Frontier is teasing that these changes could be made permanent, saying:
“Help us write the next chapter of a traveler-airline love story. If travelers show us they love this deal, we might just make it permanent. The more people who jump on board, the better the chances of making this the new normal.”
It’s no secret that Frontier slowly wants to target more affluent travelers, with plans to offer two rows of domestic first-class style seating starting in September 2025. Like Spirit Airlines, most low-cost airlines have realized that travelers generally want a more premium experience following the pandemic.
“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.”
Unless Frontier dramatically changes its pricing model and offering, I highly doubt this will last beyond the promotional period. It’s a good marketing move to take advantage of Southwest’s demise, but given that airlines make so much from ancillary baggage fees, I don’t see Frontier giving this up any time soon.
A study conducted by ancillary revenue specialists IdeaWorks revealed that airlines made over $33 billion on baggage fees alone in 2023.
