Frontier Airlines is offering travelers free checked bags and other perks in a new promotion, following Southwest Airlines' announcement that it will end its long-standing policy of allowing passengers to check two bags for free. Frontier's move comes as the budget carrier seeks to capitalize on the backlash facing Southwest and attract disillusioned customers.
Starting Tuesday, Frontier customers can access a new "Economy Bundle," which includes a free carry-on bag, free seat selection, and free flight changes. The offer is valid for flights booked through March 24 for travel through August 18. For trips departing between May 28 and August 18, Frontier is also offering a free checked bag.
"Some airlines are walking away from what travelers love, but we're running towards it," Barry Biffle, CEO of Frontier Airlines, said in a statement. "Think of this as the ultimate 'divorce your old airline' deal. If travelers show us the love, we'll make these perks permanent."
The promotion follows Southwest Airlines' controversial March 11 announcement that it will begin charging for checked bags starting May 28, ending a perk it has offered for nearly 60 years. Southwest said the new policy will apply to passengers who are not enrolled in its loyalty programs or traveling in business class, though it has not disclosed pricing for the checked baggage fees.
Southwest's move has stunned its loyal customer base, many of whom viewed the airline's free baggage policy and open-seating arrangement as key differentiators. The airline announced last year that it will phase out its open-seating policy by 2026, replacing it with assigned seating.
Biffle's remarks appeared to take a direct jab at Southwest, referencing the carrier's branding motif. "We've always had heart," he said, invoking Southwest's well-known heart logo and its stock ticker symbol, LUV.
Frontier's promotion is the latest in a series of adjustments by budget airlines aimed at easing restrictions and winning over customers, as larger carriers shift to à la carte pricing models. In recent months, airlines such as Spirit and Frontier have relaxed policies on change fees and seat assignments to broaden their appeal.
Meanwhile, United, Delta, and Spirit executives signaled last week that Southwest's new policies could benefit competitors. The airline industry is also contending with a recent dip in domestic travel demand, which has weighed on first-quarter financial forecasts.
