Southwest Airlines recently announced it will end its long-standing policy of offering two free checked bags, shocking many travelers. In response, Frontier Airlines launched a bold promotion offering free checked bags for select flights, directly comparing its decision to its competitor’s.
Frontier’s New Promotion: Free Perks for Travelers
Frontier Airlines announced that customers booking nonstop flights through its website or app between now and March 24 for travel through August 18 will receive a bundle that includes a seat assignment and a carry-on bag without extra charges. Additionally, passengers will get a free checked bag for flights departing between May 28 and August 18.
A Direct Jab at Southwest’s New Policy
Frontier’s move comes just one week after Southwest revealed it would begin charging for checked bags starting May 28. The airline had been one of the few still offering two free checked bags, a policy that set it apart from competitors. Barry Biffle, CEO of Frontier Airlines, made the airline’s stance clear in a statement:
“We’ve always had heart. Some airlines are walking away from what travelers love, but we’re running towards it. Think of this as the ultimate ‘divorce old airline’ deal. We’ll make these perks permanent if travelers show us the love.”
The statement appears to be a direct jab at Southwest, which uses heart-themed branding and has the stock ticker symbol “LUV.”
Shifting Trends in Airline Fees
Frontier and other budget airlines, such as Spirit Airlines, have traditionally charged for add-ons but have recently begun easing certain restrictions to attract more customers. Meanwhile, major airlines like Delta, American, and United have increasingly adopted a la carte pricing models, which Southwest follows.
Industry Reactions and Market Impact
Several airline executives have responded positively to Southwest’s policy shift. Last week, executives from United, Delta, and Spirit noted that Southwest’s new baggage fees could benefit their airlines. Many carriers are currently dealing with a decline in domestic travel demand, which has impacted first-quarter financial projections.
While Southwest has not yet responded to Frontier’s promotional offer, the competitive landscape among airlines continues to evolve. Whether Frontier’s offer becomes permanent depends on how travelers respond to the change.
A Win for Passengers?
Frontier Airlines’ latest move highlights the competitive nature of the airline industry and could signal a shift in pricing strategies. With Southwest moving away from free checked bags, other airlines may look to win over frustrated travelers with their own promotions. Time will tell if this promotion gains enough traction for Frontier to make it a lasting policy.