Frontier Airlines Courts Southwest Customers Following Policy Shift
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Frontier Airlines is actively targeting Southwest Airlines customers who are dissatisfied with Southwest’s recent policy changes, including the end of its two free checked bags policy. Frontier is rolling out a limited-time promotion aimed at drawing Southwest’s loyal travelers by offering free perks typically associated with legacy airlines.
Promotional Offer Details
As part of its campaign to attract Southwest flyers, Frontier Airlines is offering the following benefits for nonstop flights booked between May 28 and August 18, 2025:
- Free checked bags (with a promotional code at booking)
- Complimentary seat selection
- No change fees on rebooked flights
- Free carry-on bag (a perk typically excluded from Frontier’s base fares)
These incentives are part of Frontier’s broader strategy to position itself as a competitive alternative in the ultra-low-cost carrier (ULCC) market, particularly for price-sensitive travelers.
Why Frontier is Targeting Southwest Customers
Southwest Airlines has long been known for its passenger-friendly policies, including two free checked bags, no change fees, and open seating. However, its recent policy adjustments—notably the introduction of checked baggage fees—have caused frustration among some of its loyal customers. Frontier is leveraging this shift to appeal to travelers seeking cost-effective alternatives without losing key amenities.
Barry Biffle, Frontier’s CEO, stated that if the response to these promotions is strong, the airline may consider making some of these perks permanent offerings.
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Competitive Implications
The ultra-low-cost airline market is becoming increasingly competitive, and Frontier’s move highlights a shift toward aggressively challenging Southwest Airlines. Key takeaways from this strategy include:
- Increased competition for budget-conscious travelers who previously saw Southwest as the best value option.
- Potential pricing wars between low-cost carriers looking to capitalize on customer dissatisfaction.
- More flexible fare structures, as ULCCs experiment with offering premium perks traditionally reserved for higher-tier airlines.
Passenger Reactions and Industry Response
While Frontier’s low base fares and à la carte pricing model have made it popular among budget travelers, the airline has also faced criticism for extra fees and limited flexibility. By offering perks typically unavailable on Frontier flights, the airline is addressing some of the biggest concerns passengers have had with its service model.
Meanwhile, Southwest has defended its policy changes, citing rising operational costs and the need for long-term financial sustainability. However, if Southwest experiences a decline in bookings due to the backlash, it may be forced to reassess its pricing strategy.
Bottom Line
Frontier Airlines’ aggressive marketing push to attract Southwest customers underscores the ongoing battle for dominance in the low-cost airline sector. With limited-time perks and potential long-term changes, Frontier is positioning itself as a viable alternative for travelers unhappy with Southwest’s new baggage fees. Whether this move will permanently shift customer loyalty remains to be seen, but for now, budget travelers have a new option to consider.
