Frontier Airlines offers free checked bags to capitalize on Southwest's policy change

In the United States, Denver-based Frontier Airlines launched a new promotion on March 18, 2025, shortly after Southwest Airlines announced changes to its long-standing free checked bag policy. Starting May 28, Southwest will begin charging most passengers for checked bags, a significant shift from its previous model where two bags could be checked for free. Frontier's promotion includes an Economy Bundle package that offers travelers a free carry-on, free seat selection, and a free checked bag for flights booked from March 18 to March 24 and taking place from May 28 through August 18. This strategic move is likely aimed at poaching disgruntled Southwest customers. Barry Biffle, the CEO of Frontier Airlines, emphasized that their new promotion aims to improve customer satisfaction amidst growing concerns over Southwest's fee policies. By enticing travelers with a no-fee option for checked luggage and other amenities, Frontier positions itself as a customer-friendly alternative. Biffle stated that if the promotion proves successful, the airline may consider making these perks a permanent feature of their offerings. The initiative is likely to resonate with travelers searching for better value following Southwest's policy changes. Southwest Airlines was known for its customer-friendly pricing model and open seating for over fifty years. The recent decisions, however, reflect a broader trend among airlines to adjust policies to enhance profitability amid economic uncertainties and fluctuating travel demand post-pandemic. As Frontier enhances its offerings, industry analysts suggest that such a strategy could either bolster its market position or lead to competitive scrutiny from other low-cost carriers. The changing landscape in the airline industry reflects shifts in consumer preferences, driving budget airlines to re-evaluate their policies and offer improved benefits. While Frontier's current promotion is temporary, its success may compel changes in how budget airlines frame their fees and offerings in the coming months. The implications of these market adjustments include the possibility of Frontier's strategy influencing other airlines, including Southwest, to reconsider their customer engagement tactics. As customer loyalty becomes more precarious, airlines will need to balance profitability with service levels that meet evolving passenger expectations.