In a bold move responding directly to Southwest Airlines' controversial decision to eliminate its longstanding free-checked-bag policy, Frontier Airlines announced a promotion aimed at capturing the loyalty of unhappy travelers. This promotional offer comes on the heels of Southwest's announcement that, starting May 28, 2025, it will no longer offer its well-known perk of two free checked bags, alongside the option of open seating — changes that have not gone unnoticed by the flying public.
On March 18, 2025, Frontier rolled out what it calls the "Your New Love" promotion, which boasts a range of enticing benefits for travelers. The promotion includes a free carry-on, a free checked bag (by using the promotional code), free seat selection, and free flight changes for those who book through March 24, 2025. This package seeks to lure away passengers dissatisfied with Southwest's new policies. Frontier Airlines CEO Barry Biffle positioned these offerings as a rejection of the trend among airlines moving away from customer-friendly services. "We’ve always had heart. Some airlines are walking away from what travelers love, but we’re running towards it. Think of this as the ultimate 'divorce your old airline' deal. If travelers show us the love, we’ll make these perks permanent," Biffle declared.
The shift in Southwest's policy was seen as a significant change for its loyal passengers, who voiced their frustration on social media. Many Southwest customers expressed their shock and disappointment, claiming that the elimination of free-checked bags made flying with them less appealing. One customer lamented, "You were my preferred airline. There is officially ZERO reason to fly with you. Your fares were expensive, but I got free bags, and I could pick a good seat free. It's no longer worth it to fly with you. Terrible move, Southwest." Another traveler remarked, "After nearly 25 years @SouthwestAir will no longer be my preferred airline. The many things that put them above others are all being axed. Way to alienate your base," highlighting the sentiment shared by countless frustrated travelers.
The backlash from Southwest's customer base inevitably prompted a defensive response from the airline. A spokesperson stated, "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,” appearing to dismiss the competitiveness of Frontier's offer. The airline added that it looks forward to serving new customers and remains committed to its expansive network of over 850 nonstop city pairs across the U.S. and beyond.
This change in Southwest’s strategy has sparked a broader conversation about the future of the airline industry. Katy Nastro, spokesperson for the cheap-flight service Going, commented on the significance of Southwest's announcement, labeling the end of free-checked bags as "the nail in the coffin" for the policy, which seemed a given for travelers. Her words capture the sentiment that this marks a new era in air travel, where budget-conscious airlines increasingly dominate.
As Frontier’s promotion runs until March 24, travelers looking to enjoy the perks of free baggage should act swiftly. The offerings are designed specifically for trips departing between May 28 and August 18, which, notably, aligns with Southwest's policy changes. Biffle emphasized the need for passengers to feel valued and hinted that the new perks could become permanent should customer response be favorable.
Southwest Airlines' decision to eliminate these longtime advantages is seen as part of a broader strategy to improve profitability, something their CEO Bob Jordan has alluded to while discussing the pressures for airline improvements. The move has already prompted a noticeable shift in the competitive landscape of air travel, with established players like United and Delta noting that they see Southwest's shift as an opportunity to capture disgruntled customers.
In this environment of increasing scrutiny and rising costs, the actions taken by both Frontier and Southwest may redefine how airlines approach customer loyalty. While Southwest forges ahead with its new policy, it remains to be seen how this will affect its customer base in the long run. As expressed by frustrated passengers, loyalty can quickly diminish when perceived value decreases. Frontier Airlines is stepping in to offer alternatives, hoping to turn a moment of turmoil into a lasting opportunity.
The ripple effects of Southwest's changes highlight the ever-evolving nature of airline competition, compelling both low-cost and traditional carriers to continuously adapt to remain relevant and customer-centric in an industry heavily influenced by pricing and convenience.
