Frontier reinvents itself as ultra-low cost carrier
Frontier Airlines is moving headlong toward an ultra-low cost carrier business model, announcing it will cut fares by an average 12% but increase the number of add-on fees.
Frontier CEO David Siegel said the airline plans to market its new "product unbundling" program, but admitted it may take time to get the message across effectively.
"It will take a few years for customers in the US to familiarize themselves and there will be challenges," Siegel said.
"Once they understand that business model and how to fly with that model, they’ll think it’s the best value," he added.
The extra fees proposed will be will be dependent on the timing of when a passenger pays for a service.
Passengers with carry-on bags using overhead bins will be charged $25 at the time of online booking, $35 if purchased at an airport ticket counter or as much as $50 at the departure gate.
Customers can bring aboard one small personal item at no charge including a purse, small backpack, briefcase or laptop.
Siegal added that carry-on baggage is the main cause for flight delays due to slow boarding and also generates many complaints from its frequent flyers.
Frontier also plans to charge for non-alcoholic drinks and seat assignments.
Summit and Ascent level members of the airline’s EarlyReturns frequent flier program will be exempt from baggage and seat assignment fees.
Frontier’s Classic Plus fare will still be available which offers a refundable ticket, extra legroom, one checked bag and no change fees.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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