Frontier Airlines Takes Aim at Southwest’s New Baggage Fees

DENVER, Colo. — Frontier Airlines has unveiled a bold promotional campaign aimed directly at competitors following Southwest Airlines‘ recent announcement to start charging for checked bags starting May 28. In a move that Frontier CEO Barry Biffle describes as a strategic checkmate, the airline is offering customers free seat assignments and a carry-on bag without additional charges for flights booked between March 18 and March 24, 2025, for travel through August 18.

In a stark contrast to Southwest’s decision, which eliminates the once-popular two free checked bags policy, Frontier’s promotion will include a free checked bag on nonstop flights during the same travel window. Biffle’s comments critique Southwest’s reversal, stating, “Some airlines are walking away from what travelers love, but we’re running towards it. Think of this as the ultimate ‘divorce your old airline’ deal. If travelers show us the love, we’ll make these perks permanent.”

This promotional offer is set against a backdrop of increased competition among low-cost carriers and a shifting landscape in air travel pricing models. Biffle, during the announcement, emphasized the need for airlines to prioritize customer satisfaction amid changing market dynamics. Frontier’s strategy appears to exploit the competitive disadvantage created by Southwest’s new policies.

The offer is applicable to new bookings made within the specified time frame and will emphasize the need for customers to use the promo code “FREEBAG” to secure their free checked bag. Travelers will have access to an “Economy Bundle,” which includes one personal item, a carry-on bag, free seat selection, and no change fees, highlighting Frontier’s intent to cater to value-seeking customers.

Industry analysts have noted a significant shift as price-sensitive consumers, still reeling from the pandemic’s impact on travel, opt for carriers that provide clearer value propositions. According to a recent report, ticket prices have regained momentum, yet demand for transparent pricing remains crucial for attracting and retaining passengers.

“We’re bringing back the things people love about flying — free bags, free seat selection, and flexibility — without extra fees. No games, just great value,” Biffle said, reinforcing his message that Frontier is committed to customer-centric practices while competitors implement more stringent fees.

As this promotion unfolds, airlines like United, Delta, and Spirit have expressed cautious optimism that Southwest’s new baggage fee policy could work in their favor as they navigate the evolving landscape of airline pricing and customer service. With the first-quarter estimates already being affected by previous struggles in overall market demand, these changes may pose further challenges for traditional airlines.

Southwest has yet to comment on Frontier’s latest promotional strategy. As travelers gear up for their summer travel plans, Frontier’s moves could reshape how budget airlines compete against each other while responding to significant shifts in traveler expectations and behaviors.