The latest offer from Denver-based ultra-low-cost airline Frontier is no coincidence… the airline is offering a free checked bag for all customers just as rival Southwest is set to end the iconic perk that set it apart from competitors for so many years.
While Frontier never mentioned Southwest by name as it announced the offer on Tuesday, there was no mistaking who’s customers the airline was targeting.
“We’ve always had heart,” Barry Biffle, Frontier’s chief executive mockingly commented. “Some airlines are walking away from what travelers love, but we’re running towards it,” Biffle continued.
Given that Southwest is currently the only major US carrier to offer free checked baggage for all passengers regardless of ticket type or loyalty status, it doesn’t take too much detective work to ascertain which airline Biffle is referencing.
And while Frontier’s offer is currently time-limited – set to kick in on the exact same day that Southwest ends its much-loved ‘Bags Fly Free’ policy – Biffle says that if enough customers defect, Frontier will make the offer permanent.
As an added sweetener, Frontier is initially offering all customers who book non-stop travel between today and August 18, it’s Economy Bundle for free – this includes a free carry-on bag, free seat selection, and free flight changes.
Then, from flights departing between May 28 and August 18, passengers will also get a free checked bag.
There is, however, only major restriction to this offer. You’ll need to book your ticket by March 24. Yes, that’s right, you have just seven days to get the Economy Bundle and a free checked bag (for flights departing from May 28).
“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 airline said as it tried to woo disillusioned travelers.
“The more people who jump on board, the better the chances of making this the new normal.”
And if free checked baggage wasn’t emulating Southwest enough, the airline is also set to introduce free companion vouchers for elite members of its loyalty program in the coming months.
Late last year, Frontier unveiled plans to shake off its decidedly questionable reputation and move more upmarket, with two rows of First Class seats set to be rolled out across its Airbus A320 series fleet later in 2025.
The rollout of First Class seating is part of the ‘New Frontier’ project that has seen the airline introduce bundled fare categories. Along with the Economy bundle, Frontier also has Premium and Business bundles that include free carry-on luggage, priority boarding, free seat selection, and two free checked bags for Business fares.
Some of Frontier’s messaging around its latest free checked bag offer is, however, a little questionable. The airline describes customers of other airlines (AKA Southwest) as jilted lovers and says Frontier is ready for the rebound.
In real life, though, jilted lovers usually find the rebound to be a short-term fling, used and abused before being tossed aside. Will Southwest’s disgruntled passengers treat Frontier in the same way?
