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

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"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
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• How to change or cancel a Southwest Airlines flight