Long known for its bare-bones fares and fees for everything from seat assignment to bags, Frontier Airlines is shaking things up: Fares with free carry-on bags and free change and cancellation are now flying.
The Denver-based airline unveiled its “New Frontier” business model on Friday, clearly taking a page out of the books of major airlines like Delta and American. Instead of a pure a la carte structure where travelers pick and pay for the extras they want, Frontier is now selling fare bundles upfront.
There's the cheapest fare with a familiar name: basic. It's a dead ringer for legacy airlines' basic economy fares, with extra fees to pick a seat, bring a carry-on, check a bag, or change a flight. But now Frontier is selling a standard “Economy bundle” for another $30 or more each way, including a personal item and a carry-on bag, complimentary seat selection, and the ability to make free changes or cancel for a voucher.
There are also Premium Bundles with early boarding and better seating and a “Business Bundle” with two free checked bags and a spot in “UpFront Plus seats” at the front of the plane, with more legroom and an empty middle seat.
So long as you don't buy the cheapest basic ticket, Frontier fares no longer have change fees – a huge step closer to the major airlines and away from its ultra-low-cost carrier competitors like Spirit and Allegiant. Frontier is even reviving the customer call center it shuttered years ago – though only for travelers with elite status or a flight within the next 24 hours.
To be clear, Frontier is still, emphatically, a budget airline. The planes themselves aren’t changing: You’ll still find ultra-slim and ultra-stiff seats onboard and often knee-crunching legroom. But the process of booking that ticket (or changing it) and what’s included is getting a major makeover.
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“Today marks the beginning of a new era for Frontier – one with transparency in our prices, no change fees and the lowest total price,” Frontier CEO Barry Biffle said in a statement.
Many airlines big and small have struggled to regain their footing emerging from the pandemic – none moreso than ultra-low cost carriers like Spirit and Frontier, which have turned bruising financial losses over the last year or so. Their low-cost, high-fee business model has been shaky: Bigger airlines have lured their customers away with low fares or premium seats; many travelers are looking to fly to Europe or other destinations where they can’t fly; and big wage increases for pilots mean flying those planes isn’t nearly as cheap as it once was.
Frontier has spent the last few months challenging the bigger, legacy airlines by adding new routes to major hubs like Atlanta (ATL), Chicago-O’Hare (ORD), and Dallas-Fort Worth (DFW). Now, it’s selling fares more like a major airline, too.
Frontier's new fare structure is already live online when booking at FlyFrontier.com. The airline said it will “soon be available” on the mobile app.
Other positive changes are on tap, too.
Frontier extended the expiration date of its flight credits to a full year, giving travelers far more time to use those credits than the previous three-month expiration window. That new policy is in effect for any flight credits issued on or after Friday, May 17. One thing to watch for, though: If you use a $100 credit to book a $50 flight, you won't get that other $50 back – Frontier's terms clearly state you'll forfeit.
Frontier is also introducing a “For Less” price guarantee program: If you find a lower fare on a “comparable flight” on the same route and date, the airline will give you 2,500 miles after you take your Frontier flight. But that program, too, is loaded with catches in the terms and conditions.
This is a breaking news story, check back for updates.