Frontier Airlines has recently made significant changes to its merchandising model by introducing three new fare bundles – Economy, Premium, and Business, along with the traditional unbundled Basic fare option. This transformation aims to provide customers with more options while also enhancing the overall customer experience. These changes were implemented on May 17, with the goal of offering more than just low fares but also quality customer support when needed.
With the new fare bundles, Frontier has eliminated change and cancellation fees for all but the Basic fare product. Additionally, the airline has extended the validity of flight credits from three months to a year and resumed offering agent service via phone. CEO Barry Biffle emphasized the airline’s commitment to providing the best price for all options desired by customers, along with reliable customer service without any hidden gimmicks.
The Economy bundle offered by Frontier aligns with economy offerings from full-service carriers by including carry-on bags in the fare and allowing the selection of a standard seat during booking. Unlike full-service carriers, Frontier continues to charge fees for snacks and beverage services, while checked bags cost extra. The Premium bundle includes early boarding and the option for an extra-legroom seat, based on availability. The Business bundle, on the other hand, offers two checked bags along with the UpFront Plus product, featuring an extra-legroom seat configuration.
The newly introduced fare bundles have replaced the previous products, The Works and The Perks, which also included carry-on bags, checked bags, and seat selections. While these bundles aren’t entirely new to Frontier, the updated and rebranded products have been positioned to appeal to travelers who are accustomed to flying with larger carriers such as JetBlue, Hawaiian, and Alaska. By introducing these bundles at the beginning of the booking process, Frontier is aiming to provide a more familiar and streamlined experience for its customers.
Frontier Airlines’ new fare bundles and enhanced customer support mark a significant shift in the airline’s merchandising strategy. By offering a range of bundled options and improved customer benefits, Frontier is positioning itself to compete more effectively in the competitive airline industry. With a focus on transparency, affordability, and customer service, Frontier is aiming to provide a more satisfying travel experience for its passengers.