\n<\/p>\n
Is it poaching season on Southwest Airlines after its abrupt about-face on its longstanding “Bags Fly Free” policy?<\/p>\n
We may be about to find out.<\/p>\n
Frontier Airlines has become one of the first U.S. airlines to take aim at the low-cost behemoth for its decision to begin charging customers<\/a> to check bags.<\/p>\n ‘The Day Southwest Died’: Reactions pour in about the carrier’s big changes<\/a><\/strong><\/p>\n Frontier said it would offer customers a free checked bag in addition to complimentary access to its “Economy Bundle”<\/a> \u2013 which includes one “personal item” as well as a carry-on bag, free seat assignments and no change fees. The offer applies to new bookings made within the next week for flights departing May 28 through Aug. 18.<\/p>\n Frontier did not mince words in its barely veiled swipe at Southwest.<\/p>\n “Some airlines have changed. They’ve raised fees, taken away perks, and made travel feel like a one-sided relationship,” Frontier said in a statement detailing the offer, which includes other fine print. “If your airline is treating you like an afterthought, maybe it’s time to file for divorce. Frontier is here for the rebound \u2014 offering a fresh start with an unbeatable deal.”<\/p>\n The move underscores the intense scrutiny hitting Southwest \u2014 once the unquestioned leader among U.S. airlines for customer-friendly policies \u2014 since it announced it would begin charging customers booked on most fare classes to check a bag. Southwest’s new policy takes effect for bookings made on or after May 28 \u2014 the same day that Frontier pegged its offer to.<\/p>\n Southwest bag fees: ‘Slaying of the sacred cow,’ says United CEO<\/a><\/strong><\/p>\n Daily Newsletter<\/p>\n Reward your inbox with the TPG Daily newsletter<\/p>\n Join over 700,000 readers for breaking news, in-depth guides and exclusive deals from TPG\u2019s experts<\/p>\n<\/div>\n<\/div>\n “We’ve always had heart,” Frontier CEO Barry Biffle said in a statement, making an obvious reference to Southwest, which is headquartered next to Dallas Love Field (DAL) and flies planes with a heart-inspired livery and trades on Wall Street under the ticker “LUV.”<\/p>\n “Some airlines are walking away from what travelers love, but we’re running towards it,” Biffle continued. “Think of this as the ultimate ‘divorce your old airline’ deal.” What’s more, Biffle said in the statement, “If travelers show us the love, we’ll make these perks permanent.” He did not, however, elaborate on what threshold might prompt Frontier to make the change stick.<\/p>\n Frontier’s offer includes its own fine print, though. All bookings for nonstop travel starting today, March 18, through Aug. 18 will be eligible for the free “Economy Bundle” deal. However, these tickets must be purchased by 11:59 p.m. ET on Monday, March 24. What’s more, customers who would like a free checked bag must use the promo code “FREEBAG” when checking out, and that benefit is only available for travel from May 28 through Aug. 18.<\/p>\n That Frontier is able to take such an open swipe at Southwest, shows what a seismic shift the latter’s new bag fees represent.<\/p>\n Until recently, Frontier was synonymous with add-on fees and other unpopular customer service policies<\/a>.<\/p>\n Stunning reversal: What we know about the shocking changes from Southwest \u2014 and what you should do now<\/a><\/strong><\/p>\n But as budget airlines have struggled since the pandemic, Frontier and other carriers have looked to make changes to capitalize on an uptick in demand for premium service \u2014 increasingly favored even by leisure travelers who do not want to be nickel-and-dimed for every basic service.<\/p>\n