Allegiant Air, historically known as one of the United States’ most disciplined ultra low cost carriers, plans to significantly improve its passenger experience. This includes introducing a first class product, and also adding free drinks in economy.
At this point I don’t think it’ll surprise anyone, but clearly this premium trend isn’t just a fad, but is a fundamental industry shift. I first covered this a couple of weeks ago, but would like to provide an update, as first class tickets are now on sale… and they’re not as cheap as some might assume!
In this post:
Allegiant First product launches in the spring of 2027
Allegiant plans to introduce a first class product, which will be branded as Allegiant First. This will debut and be phased in on select aircraft as of April 2027, and represents the latest step in the company’s long term strategy to modernize customer experience while expanding ancillary and premium travel offerings for leisure focused travelers.
Allegiant First will consists of eight seats, spread across two rows, in a 2-2 configuration. Seats will have 37″ of pitch, 5″ of recline, calf rests, and adjustable head rests. Each seat will also have USB-A, USB-C, and AC power outlets.
The cabin will provide passengers with priority access to check-in and boarding, and Allegiant First fares will include one personal item, one carry-on bag, and one checked bag weighing up to 70 pounds. Allegiant First will also offer complimentary drinks & snacks, though it remains to be seen if that’s just a selection from the standard buy on board selection, or if there’s a completely different offering.
Flights with the new product have just gone on sale, with the product launching as of the spring of 2027. The cabin will debut on flights to and from Ft. Myers/Punta Gorda (PGD). Allegiant First will complement, and not replace, Allegiant Extra, which is Allegiant’s extra legroom economy seating option.
With Allegiant First tickets now on sale, what are fares like? They’re not as cheap as some people may assume. Looking at a random date from Ft. Myers/Punta Gorda to Atlantic City, you’ll find that economy fares start at $87, while Allegiant First fares start at $371.
Meanwhile looking at a flight from Ft. Myers/Punta Gorda to Boston on a certain date, you’ll find economy fares start at a staggering $429, while Allegiant First fares start at $674.
Keep in mind that even though Allegiant is an ultra low cost carrier, it doesn’t necessarily have as consistently of a price conscious customer base as some other ultra low cost carriers. That’s because the carrier largely operates routes that other airlines don’t fly, so even many people who aren’t that price sensitive fly the airline for the convenience. So I don’t think the airline will have much trouble actually selling its first class with decent yields.
With this development, I think it’s interesting to note that Southwest is the only major carrier in the country that hasn’t (officially) announced plans to introduce first class, though we also have reason to believe that’s coming…
Allegiant adds free non-alcoholic drinks in economy
It’s not just those willing to pay for first class who are getting an upgrade, but also those in economy. As of August 1, 2026, Allegiant has rolled out a free beverage service onboard all flights, instead of charging for virtually everything.
Free drinks include water, soft drinks, juices, etc., so that’s an upgrade. There are still upgraded alcoholic and non-alcoholic drinks available for purchase, like cold brew, bloody mary mix, etc.
These updates of course follow Allegiant acquiring Sun Country, and the idea very much seems to be to create a new set of product offerings for the combined passengers of both airlines. Here’s how Allegiant Chief Commercial Officer Drew Wells describes this:
“This is about giving customers more ways to travel with us. As we bring together two highly complementary leisure airlines, we see significant opportunity to expand complimentary and premium offerings in a way that strengthens the customer experience and supports the long-term growth of the combined company. Travelers are increasingly looking for more comfort, more personalization and more flexibility, and these new offerings are a meaningful step forward in delivering that.”
Bottom line
Allegiant is improving its passenger experience. Starting in the spring of 2027, we’ll see the airline introduce a first class product, with select flights having a dedicated cabin with eight seats. Tickets are now on sale, and the airline is trying to charge a hefty premium. On top of that, and more immediately, Allegiant is adding free non-alcoholic drinks in economy, rather than having a full buy on board model.
These are all great updates for passengers, and I look forward to learning more about the new first class as we get closer to the launch date.
What do you make of Allegiant’s passenger experience updates?
That Punta Gorda-Boston flight is the Saturday at the end of April vacation week for schools in the northeast, so prices are higher than normal. As a parent to school age kids I am numb to the school vacation week price increases during February and April vacation week to southern destinations from New England.
Allegiant is in a bit of a squeeze:
- It doubled its footprint via SunCountry with greater overlap potential with other airlines
- Realizes the Spirit & Frontier version of ULLC does not work
- Another ULLC (Breeze) already has its own version of domestic 1st
- The next three (Southwest, Alaska, & JetBlue) have or will have domestic 1st very soon
- The top three (DL, UA, & AA)...
Allegiant is in a bit of a squeeze:
- It doubled its footprint via SunCountry with greater overlap potential with other airlines
- Realizes the Spirit & Frontier version of ULLC does not work
- Another ULLC (Breeze) already has its own version of domestic 1st
- The next three (Southwest, Alaska, & JetBlue) have or will have domestic 1st very soon
- The top three (DL, UA, & AA) plus their regional affiliates thrive on domestic 1st
- It needs a draw to boost FF loyalty and credit card applications which contribute to the top & bottom line
What’s so bad about incremental revenue versus a can of soda and an additional cracker
It feels like adding first class is becoming a survival mechanism for airlines in the US.
As someone who frequently flies short haul in Europe (although I don't whine about the "Eurobusiness" model), this role out of first / business class throughout the US, and the increasing availability of even lie-flat seats for business class short haul flights in parts of Asia, really does challenge the argument that European airlines try to get away with when it comes to not installing a differentiated hard product.
They fly to a half dozen destinations from a small airport 10min away (vs an hr to major airports), so with first class I’d be up to fly them. But man, 2 flights a week at odds hours and days makes it real though even if it’s a lot more convenient.
I hadn’t really thought about the logistics of giving everyone a free drink until now. Someone has to know who has had one, who hasn’t, and presumably what happens if you ask for another. None of this is remotely complicated, obviously, but I have a feeling I’d be much more conscious of the system than I’d like to be once the drinks start coming around.
All fun and games until your flight gets cancelled and they only fly there 2-3x per week and can't accommodate you. Not worth the risk. Also historically have very shady maintenance records and practices which most people aren't aware of.
Historically - 10-15 years ago on the maintenance was true. They have turned it around impressively with new and newer planes. The less frequent flights, agreed and not with the risk.
Not really a good example of dates for pricing on the BOS-PGD example - that's the week of Patriots' Day which is a huge travel period in New England, so of course coach fares will be through the roof
I recently flew Allegiant for the first time, and was astonished how many cities Allegiant serves Most of the service is once per day, 2-3 days per week, on leisure routes. Here in the Lower Mainland, flying from Vancouver is usually a less expensive option. However, Bellingham is a lot easier to fly out of, and the parking is less expensive, so Allegiant can be a good option. Looking forward to seeing them add more...
I recently flew Allegiant for the first time, and was astonished how many cities Allegiant serves Most of the service is once per day, 2-3 days per week, on leisure routes. Here in the Lower Mainland, flying from Vancouver is usually a less expensive option. However, Bellingham is a lot easier to fly out of, and the parking is less expensive, so Allegiant can be a good option. Looking forward to seeing them add more service since they seem to have taken over the airport.
Free? hardly. Several years ago Allegiant used to serve the same free drinks. Then they quit serving free drinks and charged for them. Now they have increased their ticket prices and suddenly have free drinks.
I flew Allegiant for the first time in a decade last month when I flew Orlando-Sanford to Traverse City. Both directions were pretty full. They make their money by flying from sun destinations to secondary cities via nonstop flights, thus staying out of the crosshairs of the big boys. Their prices, even with all the fees, was far less than flying Delta via Detroit or United via O'Hare. Would fly them again should I need to go to one of their secondary cities.
Add first class options on flights from Medford Oregon to Las Vegas!
I live in St. Petersburg one of Alligiants' focus destinations. This is a very positive development IMO. Their is a lot of folks along Florida's Gulf Coast with the money to enjoy a first class experience.
I do not fly Alligiant simply because it doesn't go where I go, but I am glad that they serve PIE and I believe that may help keep fares a bit lower in the Tampa Bay market.
"they serve PIE"... yum!
(I know. I know.)
As long as Allegiant stays in its lane and does not increase frequencies upon routes in bigger cities like Spirit, well it should not draw the ire of the established carriers upon regional type routes which these airlines are far better able to serve with frequency.
Perhaps Allegiant realizes the Frontiers and Spirits ideology of serving the lowest common denominator traveler, does not really promote loyalty allowing for longevity, and Allegiant is pivoting towards more...
As long as Allegiant stays in its lane and does not increase frequencies upon routes in bigger cities like Spirit, well it should not draw the ire of the established carriers upon regional type routes which these airlines are far better able to serve with frequency.
Perhaps Allegiant realizes the Frontiers and Spirits ideology of serving the lowest common denominator traveler, does not really promote loyalty allowing for longevity, and Allegiant is pivoting towards more of the old Southwest methodology of service level, but incorporating the Forward Cabin of AirTran.
As costs rise Allegiant may be signaling its uniquely positoning itself as a hybrid type of carrier that integrates/aligns with a national carrier with the frequency and ability for passengers to jump to a legacy carrier that provides the stability of daily frequencies which the Frontiers, Breezes, Avelos just aren’t able to offer with their models.
Strategically the model i see does not mean merger, but does not rule out acquistion and separate operation platforms kind of like an in-house regional or SONG type experiment which persists until it doesn’t. Or they alternately are simply pivoting towards the ability to strictly profit upon niche routes and dominate this sector of niche routes going forward.
Competition garners strays bedfellows.
You don't need ovens to provide meals. Right after the 911 attacks, United was primarily serving cold deli plates in domestic First and Business Class and they were a lot better than the microwave-style meals United serves now. So, Allegiant can be creative and deliver decent cold meal options in its new First Class if they really want to.
Smart move. But I imagine it will take a while for the cabin to be rolled out fleet-wide. It seems like they should offer a blocked middle-seat on routes without the new seats to at least get customers used to buying first and receiving elevated service. I do wonder whether Allegiant FAs can provide elevated service in first. It doesn't seem like they have ANY plans for meals. I guess time will tell.
I'm curious why there is this thought that someone working for a LCC can't provide some level of higher service? Allegiant actually has many crew members who retired from other airlines... benefit of Florida bases and they are home 98% of nights. It's a retirement job for a lot. Plus Allegiant does more charters than just about anybody for sports teams, corporate retreats, fan groups... and serves meals on many of those.
I've always...
I'm curious why there is this thought that someone working for a LCC can't provide some level of higher service? Allegiant actually has many crew members who retired from other airlines... benefit of Florida bases and they are home 98% of nights. It's a retirement job for a lot. Plus Allegiant does more charters than just about anybody for sports teams, corporate retreats, fan groups... and serves meals on many of those.
I've always found Allegiant crew to be very helpful and polite... helping old ladies with bags, assisting with a baby while someone puts their bags up, showing people to seats, that kind of stuff.
goes to show that the ULCC model in the US is dead - both as a combination of cost pressure from the legacies but also because Americans are just not willing to pay for a ULCC experience when there are better choices.
The real question is how Allegiant will use its newfound better passenger experience to expand its route network
So the last ULCC is backing away from the ULCC model.
*wipes tear* They grow up from ULCCs to LCCs so fast... *sniff*
Unrelated to Allegiant, but it still painful to see that AV only offers a 33" pitch in "J". Allegiant's seat will even haven a leg rest, wow.
Sounds like Allegiant is the next Spirit.
Always was. As is Frontier. (In terms of LCCs.)
In what way? Allegiant serves completely different markets and most importantly, is profitable.
I didn’t realize until reading this post that Allegiant doesn’t offer hot coffee, even for purchase. I am not aware of any other carrier that does not offer it. Perhaps the pivot towards premium will prompt them to reconsider.
Probably their galley's not equipped with a water heater. It's not easy to change the galley configuration fleet-wide.
And I guess they don't have an oven to make hot meals as well.. just like many other LCCs.
Southwest is having the same issue. They want to be more premium, but their galleys are not equipped with the gadgets for that, not even a cart.
Actually they do have ovens as they do a lot of charter flights. They don't have coffee makers though.
Sun Country planes, or at least some of them, had ovens. Sun Country used to have first with hot meals.
BTW. Air France doesn't have coffeemakers within Europe. Just instant coffee.
Not surprised at all; Allegiant is in the process of reconfiguring their A320s to have more extra legroom economy seats than AA.