Frontier Airlines Throws Shade at Southwest Over Baggage Policy Changes: Who Wins the Traveler Loyalty War?
In a move that feels like a corporate mic drop, Frontier Airlines has decided to capitalize on Southwest Airlines’ recent missteps by rolling out a new “Economy Bundle” that includes free carry-on bags, seat selection, and flight changes. Because apparently, nothing says “we care” like a limited-time offer that might just become permanent if travelers show enough love. Barry Biffle, Frontier’s CEO, couldn’t resist a little dig, saying, “Some airlines are walking away from what travelers love, but we’re running towards it.” Subtle, Barry. Real subtle.
This announcement comes hot on the heels of Southwest’s decision to end its decades-long policy of free checked bags for all passengers—a perk that has been a cornerstone of their brand identity since the 1960s. Starting May 28, 2025, unless you’re a loyalty program member or flying business class, you’ll be paying for that suitcase. And no, Southwest hasn’t even bothered to tell us how much yet. Talk about leaving your customers in suspense.
But wait, there’s more! Southwest is also ditching its beloved open-seating policy, opting for assigned seats by 2026. Because nothing screams “customer-first” like taking away the freedom to awkwardly hover over a middle seat until someone else claims it.
Frontier, on the other hand, is positioning itself as the hero of this story, offering free checked bags for flights between May 28 and August 18, provided you book by March 24. It’s a classic case of “look over here, not over there,” and honestly, it’s working. Travelers are already buzzing about the potential to switch allegiances, especially when Frontier promises “no games, just great value.”
But let’s not get too carried away. Frontier is still a budget airline, and we all know what that means: cramped seats, hidden fees, and the occasional existential crisis mid-flight. Still, in the battle for traveler loyalty, Frontier’s latest move is a masterstroke. Whether it’s enough to dethrone Southwest remains to be seen, but one thing’s for sure: the skies are getting a lot more competitive.
And so, the airline wars continue, proving once again that the only thing more turbulent than air travel is the industry itself.
Sources: Celebrity Storm and People Magazine
Image Credit: Attribution: Retrieved via Creative Commons License from media2.westword.com
