Frontier Airlines has announced a major overhaul of its services, branding the initiative as “The New Frontier.” The changes come in response to Southwest Airlines’ recent decision to end its popular free baggage policy. Frontier’s new offerings aim to attract travelers with enhanced seating options, loyalty rewards, and free baggage benefits.
One of the key updates is the introduction of UpFront Plus seating, available in the first two rows of the aircraft. Passengers who choose this option will enjoy extra legroom, a guaranteed window or aisle seat, and an empty middle seat for added comfort. Additionally, Frontier plans to roll out free, unlimited companion travel for its most frequent flyers in the coming months.
In a surprising move, Frontier also revealed that it will introduce First Class seating on all flights starting in late 2025. This marks a significant shift for the low-cost carrier, which has traditionally focused on budget-friendly travel.
Frontier CEO Barry Biffle emphasized the airline’s commitment to customer satisfaction. “Some airlines are stepping back from what travelers love, but we’re embracing it,” he said. “We’re bringing back the things people value—free bags, free seat selection, and flexibility—without hidden fees. This is about giving travelers what they deserve.”
To celebrate the changes, Frontier is offering a limited-time promotion. Customers who book nonstop flights by August 18 will receive the Economy Bundle for free. This includes complimentary seat selection, flight changes, and a carry-on bag. Additionally, travelers can check a bag for free on flights departing between May 28 and August 18 by using the promo code FREEBAG. Fares start at just $39 each way.
The announcement comes as Southwest Airlines, long known for its free baggage policy, moves away from the perk. Frontier’s new strategy positions it as a more customer-friendly alternative, aiming to win over travelers seeking value and convenience.
“Travelers want to feel valued,” Biffle added. “We’re here to deliver that, no games, just great value.”
With these changes, Frontier Airlines hopes to redefine its image and attract a broader audience, offering a mix of affordability and enhanced services.
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