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
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 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. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
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 $8,000 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.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.