Frontier’s free bags jab Southwest.

Frontier Airlines has cleverly positioned itself against Southwest Airlines by countering the latter’s new fees for seat assignments and checked luggage with an enticing freebie promotion. While Southwest recently abandoned its iconic no-fee baggage policy, Frontier seized the opportunity to appeal to cost-conscious travelers. The budget carrier announced that customers booking directly through its website or app from Tuesday through March 24, for travel up to August 18, can enjoy a bundle including a seat assignment and a carry-on bag at no extra cost, flipping Southwest’s move on its head.

For an even broader window—flights departing between May 28 and August 18—Frontier is sweetening the deal further by offering a free checked bag with the promo code FREEBAG. This promotion applies specifically to nonstop trips, encouraging travelers to book early and directly with Frontier to maximize savings. It’s a strategic jab at Southwest, which surprised its loyal customer base just a week earlier by revealing plans to charge for services that were once complimentary, starting on the same May 28 date Frontier chose to highlight its contrasting offer.

Southwest’s decision to end its decades-long practice of allowing two free checked bags marked a significant shift, as it had been a rare holdout among airlines in resisting such fees. Frontier, known for its low base fares and optional add-ons, is capitalizing on this change to draw attention to its budget-friendly alternative. By rolling out these promotions, Frontier not only undercuts Southwest’s new fee structure but also reinforces its identity as a value-driven carrier, aiming to win over travelers frustrated by Southwest’s unexpected pivot.

Source: CNBC