Southwest under siege? Frontier tries to poach flyers with free-bag deal
Is it poaching season on Southwest Airlines after its abrupt about-face on its longstanding “bags fly free" policy?
We may be about to find out.
Frontier Airlines has become one of the first U.S. airlines to take aim at the low-cost behemoth for its decision to begin charging customers to check bags.
'The Day Southwest Died': Reactions pour in about the carrier's big changes
Frontier said it would offer customers a free checked bag in addition to complimentary access to its Economy Bundle — which includes one personal item as well as a carry-on bag, free seat assignments and no change fees. The offer applies to new bookings made within the next week for flights departing May 28 through Aug. 18.
Frontier did not mince words in its barely veiled swipe at Southwest.
“Some airlines have changed. They’ve raised fees, taken away perks, and made travel feel like a one-sided relationship,” Frontier said in a statement detailing the offer, which includes other fine print. “If your airline is treating you like an afterthought, maybe it’s time to file for divorce. Frontier is here for the rebound — offering a fresh start with an unbeatable deal.”
The move underscores the intense scrutiny hitting Southwest — once the unquestioned leader among U.S. airlines for customer-friendly policies — since it announced it would begin charging customers booked on most fare classes to check a bag. Southwest’s new policy takes effect for bookings made on or after May 28 — the same day that Frontier pegged its offer to.
Southwest bag fees: ‘Slaying of the sacred cow,’ says United CEO
“We’ve always had heart,” Frontier CEO Barry Biffle said in a statement, making an obvious reference to Southwest, which is headquartered next to Dallas Love Field (DAL) and flies planes with a heart-inspired livery and trades on Wall Street under the symbol “LUV.”
“Some airlines are walking away from what travelers love, but we’re running towards it,” Biffle continued. “Think of this as the ultimate ‘divorce your old airline’ deal.” What's more, Biffle said in the statement, "If travelers show us the love, we’ll make these perks permanent." He did not, however, elaborate on what threshold might prompt Frontier to make the change stick.
Frontier’s offer includes its own fine print, though. All bookings for nonstop travel starting today, March 18, through Aug. 18 will be eligible for the free Economy Bundle deal. However, these tickets must be purchased by 11:59 p.m. ET on Monday, March 24. What's more, customers who would like a free checked bag must use the promo code "FREEBAG" when checking out, and that benefit is only available for travel from May 28 through Aug. 18.
That Frontier is able to take such an open swipe at Southwest shows what a seismic shift the latter’s new bag fees represent.
Until recently, Frontier was synonymous with add-on fees and other unpopular customer service policies.
Stunning reversal: What we know about the shocking changes from Southwest — and what you should do now
But as budget airlines have struggled since the pandemic, Frontier and other carriers have looked to make changes to capitalize on an uptick in demand for premium service — increasingly favored even by leisure travelers who do not want to be nickel-and-dimed for every basic service.
To that end, Frontier has unveiled plans for first-class seating and other perks that used to be the domain of its full-service legacy rivals.
This current Frontier promotion takes aim at what was once a maverick upstart airline — Southwest — that built its reputation on treating customers better than its rivals.
Flipping that script on its head, Frontier’s Biffle issued a message that reads like vintage Southwest:
“At the end of the day, travelers just want to be valued. We’re bringing back the things people love about flying — free bags, free seat selection, and flexibility — without the extra fees. No games, just great value.”
Biffle might have said that no games are being played here ... but it feels as though the games might just be beginning.
Related reading:
- Ultimate guide to Frontier Miles: How to earn and redeem miles, elite status and more
- Frontier Miles elite status: What it is and how to earn it
- Your complete guide to maximizing Southwest Rapid Rewards
- The best Southwest Airlines credit cards
- How to quickly earn the Southwest Companion Pass
- Southwest A-List status: What it is and how to earn it
- Maximize your airfare: The best credit cards for booking flights
- The best credit cards to reach elite status
- How to change or cancel a Southwest Airlines flight
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
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- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.