Frontier Airlines has recently made significant changes to its merchandising model, introducing three new fare bundles effective May 17. These new bundles – Economy, Premium, and Business – are designed to complement the traditional unbundled Basic fare option. The airline has also made changes such as eliminating change and cancellation fees for all but the Basic fare, extending the validity of flight credits, and reintroducing agent service via phone. This transformation marks a new era for Frontier Airlines, with CEO Barry Biffle emphasizing their commitment to not only offering low fares but also providing customers with the best value and support.
Frontier’s Economy bundle is aligned with the economy offerings of full-service carriers in many ways. It includes perks such as carry-on bags and the ability to select a standard seat at the time of booking, without any additional fees for changes or cancellations. However, checked bags incur an extra cost. Unlike traditional full-service economy cabins, Frontier continues to charge fees for snacks and beverages during the flight. The price for checked bags on Frontier may also be higher compared to other competitors, with fees reaching $59 for the first bag on certain routes.
In addition to the Economy bundle, Frontier now offers the Premium and Business bundles. The Premium bundle includes all of the Economy perks along with early boarding and the option for an extra-legroom seat, subject to availability. On the other hand, the Business bundle includes two checked bags and the UpFront Plus product, which provides an extra-legroom seat next to an open middle seat. These new bundles have replaced previous offerings like The Works and The Perks, offering a more streamlined and familiar experience to passengers.
Frontier’s new fare bundles are reminiscent of the offerings by major carriers like JetBlue, Hawaiian, and Alaska. The rebranded products are now presented upfront during the booking process, making it easier for customers to understand and choose the options they prefer. While Frontier may charge extra for certain services like checked bags, the airline aims to provide customers with a transparent pricing structure and quality customer service without any hidden fees or gimmicks.
Overall, Frontier Airlines’ decision to revamp its merchandising model with the introduction of new fare bundles is a strategic move to attract customers and compete effectively in the market. By offering a range of options that cater to different preferences and budgets, Frontier is striving to provide a more personalized and customer-focused experience for travelers. With a renewed focus on value and service, Frontier is positioning itself as a viable choice for passengers seeking affordable fares without compromising on quality.
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