Ultra low cost carriers in the United States have been struggling, so we’ve seen them update their business models. Denver-based Frontier Airlines has just revealed some major changes, including plans to introduce a first class cabin, among other things. Times sure have changed, eh?
In this post:
Frontier promises affordable luxury, unmatched loyalty benefits
The airline industry has changed a lot in recent years, and Frontier Airlines is trying to evolve. Specifically, the airline is leaning into premium seating and its loyalty program, with some major changes planned for next year. This includes everything from first class, to elite upgrades, to unlimited free travel for elite companions.
Here’s how Frontier Airlines CEO Barry Biffle describes these changes:
“Travelers should expect more from their airline and, in 2025, Frontier will deliver as we continue our transformation into the most rewarding airline in the sky. We’ve listened to customers, and they want more – more premium options, like first class seating, attainable seat upgrades, more free travel for their companions, and the ability to use miles on more than just airfare. These changes represent an exciting new chapter in our transformation into The New Frontier.”
“The New Frontier is our promise to deliver exceptional value with unbeatable flexibility.Unlike other airlines, Frontier makes premium benefits, like seat upgrades, truly attainable with lower thresholds for Elite Status. As we continue to innovate and elevate the customer experience, we’re proving that premium travel doesn’t have to come with a premium price tag.”
Let’s take a look at the details.
Frontier Airlines adds first class seating
In late 2025, Frontier Airlines plans to introduce a first class cabin on all of its aircraft. Exact details about what will be included with this product remains to be seen, but the renderings make them look like pretty standard first class seats. The airline expects to have eight first class seats per jet, with two rows, in a 2-2 configuration.
Earlier this year, we saw the airline introduce UpFront Plus seating, whereby the first few rows of seats have extra legroom and blocked middle seats. Frontier obviously wants to take this to the next level, and introduce a product that people are more willing to pay more for.
Frontier Airlines adds free seat upgrades
Starting in early 2025, Frontier Airlines plans to introduce free seat upgrades for Frontier Miles Gold members and above on every flight, including to UpFront Plus seating, plus to the new first class seating, once introduced.
Frontier Airlines adds free companion travel
As of mid-2025, Frontier Airlines plans to introduce unlimited free companion travel for Frontier Miles Platinum and Diamond members at no extra cost on any Frontier flight (minus taxes and fees, which have to be paid). Unlimited bookings will be allowed for anyone, on any flight, as long as the companion is a Frontier Miles member.
My take on Frontier Airlines’ changes
Obviously Frontier Airlines is trying to follow the industry trend here, and I see where the airline is coming from:
- A proper first class product will probably be able to command higher fares than economy seats with extra legroom and a blocked middle
- We’re seeing the Frontier Miles program become really robust, obviously with the goal of increasing loyalty and generating more revenue through co-branded credit cards
A few thoughts come to mind, though. First of all, I have to give Frontier credit for how quickly it’s making changes. The airline has been evolving at an incredibly fast pace, and you rarely see airlines move that fast. Now, arguably the airline is overcorrecting, but no one can argue that the airline isn’t trying new things.
Second of all, I can’t believe that Frontier is beating JetBlue to the punch when it comes to announcing first class. JetBlue so desperately needs first class, given that it has bases in Boston and New York, yet somehow Frontier is able to act faster. C’mon, JetBlue!
Next, I continue to believe that ultra low cost carriers in the United States are headed in the wrong direction. Look, you’re not going to be able to beat the “big three” US carriers and Southwest at their own game. Southwest has an unrivaled domestic network, while American, Delta, and United, have so many revenue streams.
I believe that there’s still merit to a true ultra low cost carrier that sticks to its core business model, rather than trying to replicate what other airlines have done. I know the past few years haven’t been great for ultra low cost carriers due to how demand has evolved, but I also think that’s cyclical.
Ultra low cost carriers have lost much of their cost advantage, and as they’ve become more full service, they haven’t been able to command the necessary revenue premium for that.
Don’t get me wrong, personally I’m excited to see Frontier offer first class, as I’d gladly fly in that product if the price and schedule is right. But I also don’t think the lack of focus is good for the airline in the long run.
Bottom line
Frontier Airlines is evolving considerably, as the airline will introduce first class, and also improve elite perks, with upgrades and free companion travel. This is no doubt great news for consumers, and might make some people more loyal to the airline. But I’m not sure replicating what everyone else is doing is a great strategy for an ultra low cost carrier.
What do you make of these changes at Frontier Airlines?
It's no surprise that this has happened because the legacy carriers are offering cheap fares that include nothing similar to the low cost carriers....
With the expansion of credit card lounges, you can have a lounge experience in a lot of airports and still fly an ULCC. So the only thing the ULCCs need to improve on is in cabin service and reliability, and they will be an option for many more people. I am guessing a Frontier first class seat will still be less than a Delta/United/American seat in most markets, so that should work out for them as well.
Oh goody! SkyTeam application partnership is next!!! Can’t wait!
Seems like the original ULCC business model is being replaced.
No Wifi = No Fly. Full Stop!
Frontier also just recently hired the VP of Marketing from Spirit right before the roll-out of the new Spirit tiers.
The issue is all the airlines will eventually have some type of premium seating in the forward cabin.
Hard to distinguish yourself if all offer the same product.
I think this is great. I will actually consider flying Frontier now.
I've only flown Frontier once: one direction in bulkhead and the other in three Xtra legroom seats to myself; both were uncomfortable. I'm 5'-8" and normal weight but the seat bases were too short to lie across. I'd be interested in trying out these new seats if reasonably priced. On another note, Spirit has big front seats and they're in bankruptcy so how will Frontier be different?
Unless the Big Front Seats were a primary reason for Spirit going to bankruptcy, I'm not sure how that's exactly relevant. By that stretch, Spirit has planes, Frontier has planes, how will Frontier be different?
Very interesting development. Hopefully, this motivates Southwest to take a hard look at its offerings going forward . The companion benefit seems to be squarely aimed at Southwest . Additionally, whatever Southwest is planning for extra leg room seating may now be insufficient for some travelers . The message is clear to any airline paying attention - there is demand for premium class seating. Empty middle seats or enhanced legroom seats are not going to...
Very interesting development. Hopefully, this motivates Southwest to take a hard look at its offerings going forward . The companion benefit seems to be squarely aimed at Southwest . Additionally, whatever Southwest is planning for extra leg room seating may now be insufficient for some travelers . The message is clear to any airline paying attention - there is demand for premium class seating. Empty middle seats or enhanced legroom seats are not going to be sufficient to serve as a premium experience .