Frontier Airlines has transformed its merchandising model.
Effective May 17, the discount airline has introduced three fare bundles -- Economy, Premium and Business -- to accompany its more traditional unbundled Basic fare.
Frontier has also eliminated change and cancellations fees for all but the Basic product, extended the life of flight credits from three months to a year, and resumed offering agent service via phone.
"This is the new Frontier, and we are committed to offering more than the lowest fares -- we deliver the best price for all the options you want and customer support you need, when you need it," CEO Barry Biffle said in a prepared statement. "No gimmicks. Just really low prices and good customer service."
Frontier's Economy bundle aligns with the economy offerings of full-service carriers in key respects. Carry-on bags are included in the fare and a standard seat can be selected at the time of booking. There are no change or cancel fees. Checked bags cost extra.
Unlike full-service economy cabins, fees will continue to be charged for snacks and beverage service. Checked bags are also likely to be more costly on Frontier than on many competitors. For example, the first bag fee for a mid-June flight from Columbus to Denver was $59, according to a flight search on May 20. That compares to a $35 fee for the first checked bag on full-service airlines. Frontier cabins are also more densely configured than they are on traditional U.S. carriers.
Frontier's Premium bundle includes the economy offerings plus early boarding and an extra-legroom seat, if available.
The Business bundle includes two checked bags as well the carrier's UpFront Plus product, which features an extra-legroom aisle or window seat next to an open middle seat.
Bundles aren't new to Frontier. The new products have replaced The Works and The Perks, each of which included carry-on bags, checked bags and seat selections. The Works also provided an extra-legroom seat, early boarding and changeability.
But the newly named and formulated branded products will look more familiar to flyers who typically travel on the Big 3 carriers, JetBlue, Hawaiian or Alaska. They also appear at the front of the booking process rather than later on in the process, as was the case with the previous Frontier bundles.
Frontier's decision to bring back phone agents follows an 18-month experiment with having customer-service agents available only via chat.
The carrier's decision to extend the lifetime of flight credits to a year will also provide a tangible improvement for customers.
The changes comes as Frontier works to return to profitability and to evolve toward post-pandemic consumer preferences, which have favored full-service airlines.