Frontier Airlines has introduced a free checked bag promotion, taking a jab at rival Southwest Airlines, which recently decided to start charging for checked bags. This announcement came just a week after Southwest revealed that it would end its long-standing policy of allowing free checked luggage, a change that surprised many of its loyal customers.
Frontier’s new offer includes a bundle that features a seat assignment, a free carry-on bag, and free flight changes for travelers who book flights between now and March 24, with travel available through August 18. Additionally, passengers flying with Frontier from May 28 to August 18 will also enjoy a complimentary checked bag.
Barry Biffle, the CEO of Frontier Airlines, emphasized the airline’s commitment to customer satisfaction in a statement. He pointed out that while some airlines are moving away from what travelers value, Frontier is embracing it. He even referred to the promotion as a chance for customers to "divorce your old airline" and hinted that if customers respond positively, these perks could become a permanent feature.
The change at Southwest Airlines has been significant. The airline, known for its customer-friendly policies, recently announced that it would start charging for checked bags starting May 28. This shift follows a campaign by Elliott Investment Management, which took a stake in Southwest and pushed for changes to improve profitability.
The move away from free checked bags has raised concerns among Southwest’s customers, as this policy was a major reason many chose the airline. Southwest’s CEO, Bob Jordan, has previously stated that the free bag policy was often cited as a top reason for customer loyalty.
In recent months, Southwest has also made other notable changes, including ending its traditional open seating policy to implement assigned seating. These decisions have led to mixed reactions from passengers who appreciated the airline’s unique approach.
While Frontier is seizing the opportunity to attract discontented Southwest customers, Southwest is banking on the new bag fees to boost its revenue. The airline estimates that the shift could bring in between $1 billion and $1.5 billion, despite the risk of losing market share.
As the airline industry continues to evolve, Frontier’s promotion highlights the competitive landscape and the importance of customer-friendly policies in attracting and retaining passengers.