Frontier takes swipe at Southwest by offering free checked bags

Budget airline introduces free checked bags promotion.

Frontier Airlines has launched a promotional offer aimed at attracting travellers by providing complimentary checked baggage, a direct contrast to Southwest Airlines’ recent decision to eliminate its long-standing free checked bag policy.

The low cost carrier is temporarily offering economy bundles that include seat selection and a carry-on bag at no additional cost. Customers booking their flights between Tuesday and 24 March for travel up to 18 August can take advantage of this offer. The promotion is exclusively available for direct bookings on Frontier’s website or mobile application.

For flights scheduled between 28 May and 18 August, Frontier is also providing a free checked bag as part of its strategy to attract customers disappointed by Southwest’s policy change.

This move comes shortly after Southwest Airlines stunned its passengers by announcing that, beginning 28 May, it will discontinue its long-standing practice of allowing two checked bags at no charge. This change marks a significant shift for Southwest, which had been one of the last major airlines to maintain such a generous baggage policy. Despite previous assurances from executives that this benefit would remain, the airline has now opted to align itself with industry norms.

Frontier’s decision to introduce free checked bags for a limited time appears to be a strategic effort to capitalise on Southwest’s controversial shift. The airline, known for its ultra-low-cost model, typically charges extra for seat selection and baggage. However, this temporary offer provides an incentive for budget-conscious travellers looking for better value.

Barry Biffle, CEO of Frontier Airlines, described the promotion as a decisive move in the competitive airline industry. He suggested that this shift in approach could encourage passengers to reconsider their choice of carrier when booking flights.

The aviation industry has long been dominated by additional fees, with many airlines making substantial revenue through baggage charges and seat selection fees. Southwest’s previous commitment to free checked bags had set it apart from competitors, but its recent decision to start charging has created an opportunity for other carriers to differentiate themselves.

With summer travel demand expected to be high, Frontier’s free checked bag initiative may provide an attractive alternative for travellers who had relied on Southwest’s previous policy. Whether this move will lead to a long-term change in baggage fee structures remains to be seen.