Frontier offered a new promotion to take a dig at rival Southwest.
In a move that infuriated flyers, Southwest Airlines backtracked on its long-standing two-bags-free policy earlier this month. Other airlines have been expected to swoop in to entice formerly loyal Southwest customers upset over losing this major perk, and the first to make a move is Frontier Airlines, which announced a promotion offering free bags.
Frontier called on flyers to leave airlines that treat them as an afterthought, taking a jab at Southwest for its policy change. “Some airlines have changed. They’ve raised fees, taken away perks, and made travel feel like a one-sided relationship,” the announcement declared.
For bookings made through March 24 for flights from May 28 to August 18, Frontier is offering a free checked bag with the promo code FREEBAG. Southwest’s new checked baggage policy goes into effect on May 28, making it clear that Frontier’s offer is targeting its rival. Additionally, flyers who book nonstop flights by March 24 for travel through August 18 can receive an economy bundle that includes a free carry-on, free seat selection, and free flight changes.
Frontier also stated that it might make these perks permanent if enough customers take advantage of the promotion.
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Southwest responded in a statement, “You don’t need a promo code to avoid change fees, cancellation fees, view in-flight entertainment or bring along two carry-on items on Southwest.”
Related: What Happened to Southwest Airlines? A Deep Dive Into Its Decline
Southwest Changes Its Tune
Southwest, the Texas-based low-cost carrier, endeared itself to passengers with its free checked bags perk. Another feature that set it apart was its open seating policy. Now, both are being phased out as the airline faces mounting pressure from Elliott Investment Management. Elliott, which holds roughly a 10% stake in Southwest, has been pushing for operational changes, including a bid to oust CEO Bob Jordan.
The free bag policy survived the recession, the pandemic, and stiff competition from other domestic carriers that rake in billions from baggage fees, which they hike every few years. At Southwest, leaders previously argued that charging for checked bags would cost more than allowing passengers the freebie, and the perk was a major reason people chose to fly with the airline. Now, Southwest is following the industry trend in an effort to boost revenue.
In a statement this month, the airline announced updates to “drive revenue growth and reward its most loyal members.” Starting May 28, only Rapid Rewards A-List Preferred Members and customers traveling on Business Select fares will receive two free checked bags, while A-List Members will get one free checked bag. Southwest is also introducing a basic economy fare, a bare-bones ticket option already offered by other airlines.
The open seating policy was put on the chopping block last year when the airline announced plans to introduce assigned seating and premium seats with extra legroom, which will roll out this year. Southwest is remodeling 450 of its planes to offer five inches of extra legroom for premium flyers, while shrinking standard economy seats by one inch.
Although CEOs of other airlines have predicted a slower quarter due to decreased demand and a downturn in their stock prices, Southwest’s stock rose following the announcement. Delta CEO Ed Bastian, however, noted that customers chose Southwest for its freebies, and now those customers will be up for grabs. United CEO Scott Kirby also predicted gains for other airlines in the wake of Southwest’s policy changes.
Meanwhile, customers are unhappy with the once-customer-friendly airline’s shift. Some have pointed out that other airlines offer entertainment screens and better premium options, suggesting Southwest could lose favor if its pricing isn’t competitive. Beyond the backlash from loyalists, Southwest may also face operational challenges as passengers try to save costs by bringing more luggage on board. This could slow down the boarding process, and for an airline, inefficient boarding means lost time that planes could spend in the air.
Related: Dear Southwest Airlines: Please Don’t Get Rid of Your Open Seating Policy! I Beg You!
