Ultra low cost carriers in the United States have been struggling, so we’ve seen them update their business models. Several weeks back, Denver-based Frontier Airlines revealed some major changes, including plans to introduce a first class cabin, upgrades, and free companion travel. There’s now a major update, as the airline has just rolled out its upgrade benefit for elite members.
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 being rolled out as of this year (2025). This includes everything from first class seating, 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.
In 2024, 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
Frontier Airlines has just introduced complimentary upgrades for Frontier Miles Gold, Platinum, and Diamond members, on all flights, including to UpFront Plus seating. We’ll also see upgrades to first class seating, once that product is introduced.
So, how does this upgrade benefit work?
- Frontier Miles Diamond members are eligible for upgrades starting 24 hours before departure
- Frontier Miles Platinum members are eligible for upgrades starting 12 hours before departure
- Frontier Miles Gold members are eligible for upgrades starting four hours before departure
Seat upgrades can be selected through the Frontier mobile app or website.
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 is also improving 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?
Nice addition, but frequency & dependability are the key attractions for business PAX who pay a premium which Frontier, Spirit, & JetBlue desperately need.
Might be better to adopt the Euro ULLC model of flight banks from key airports.
Always references to "ULCC", but what are the actual operational cost differentials these days?? It's kinda worthless to reference "ULCC" without a reference to actual financials? Of course, the definition also varies by global region.
Anyways, without the data... seems Frontier is highly innovative. Do they have a new management team?
Will it work...?...it seems based on Frontier being able to develop a loyalty base, but I'd think their base is more price...
Always references to "ULCC", but what are the actual operational cost differentials these days?? It's kinda worthless to reference "ULCC" without a reference to actual financials? Of course, the definition also varies by global region.
Anyways, without the data... seems Frontier is highly innovative. Do they have a new management team?
Will it work...?...it seems based on Frontier being able to develop a loyalty base, but I'd think their base is more price driven...not loyalty driven. Not an ideal recipe for yields. And that also comes down to network. I admittedly don't know much about their network other than DEN. We'll see! But I think it's great that they're being innovative..
I flew them once after hearing such lovely things. It was the most uncomfortable seat, and I've flown on Norwegian euro flights, and Indigo.
Back in 2017 my partner and I decided to fly Frontier from TPA to LAS. Now I grew up with the old, wonderful Frontier. I knew this experience would be FAR from the days of Steak & eggs for breakfast on a Salt Lake to Denver flight. NEVER could I have imagined just how miserable we would be for almost 5 hours.
I knew it would be bare bones...just didn't think the experience would be painful.
LOL flew DL F class home, NEVER again Frontier.
My biggest complaint and problem with Frontier is their horrible and deplorable customer service. The agents who staff their chatbot are completely useless and it's outrageous that they require you to pay extra to talk to somebody on the phone.
I like the stock photo. Asian bro trying to rizz on Svetlana. Seems welcoming and positive.
I disagree, I think the unbundled low-cost model is ultimately going to be extinct in a couple of years. The US is ahead of Europe in this sense, but given how expensive the likes of Ryanair and easyJet have become here, I reckon they're not going to survive with their current model. easyJet is already really heavily pushing its easyJet Holidays something they copied from UK rival Jet2 which has had massive successes with and...
I disagree, I think the unbundled low-cost model is ultimately going to be extinct in a couple of years. The US is ahead of Europe in this sense, but given how expensive the likes of Ryanair and easyJet have become here, I reckon they're not going to survive with their current model. easyJet is already really heavily pushing its easyJet Holidays something they copied from UK rival Jet2 which has had massive successes with and BA is even pushing BA Holidays more rather than flight purchases alone. Often they include free hold luggage with these "packages". As fares continue to rise, the difference between low-cost carriers and legacy carriers is going to be less and they start to compete more on the same field in terms of customers, so I think we'll see some re-introduction of onboard service and things like luggage becoming included again as the norm.
From your mouth to dog's ear...
No way low costs are going extinct in Europe, they are still much larger than legacies.
@Samo, doesn't mean they always will be. As prices rise people will expect and want to take more for granted. Unbundled service and crap service is not going to cut it.
My biggest problem with Frontier (and one that I don't think they've announced plans to address) is that unlike all other airlines in the US (including even Spirit), they do not have WiFi on their planes. While I don't always need WiFi, I rarely know in advance if I will, so booking Frontier is a nonstarter.
I'd say my biggest problem is getting over the fear that if they cancel my flight I'm stuck for days. They need to provide a real solution for irregular/cancelled ops, other than "your next available flight is next week."
You base your ticket purchase on WiFi? You were never a Frontier target customer...
...as the business mantra goes...know who your customers are, and know who are NOT your customers.
As long as they stick with Airbus as if it’s Boeing …. I ain’t going.
Must be a sad life to voluntarily avoid so many great aircraft (And I mean that both ways). Fleet diversity is nice.
Such a boring comment.
One is not apologetic for boring you Leigh, but perhaps you might like an explanation.
For decades I have flown with the airline and upon whichever aircraft my masters have deemed it necessary. The variety of aircraft types I have experienced is both extensive and enviable to most aircraft geeks. Very soon, upon my retirement, I will be free to choose my own airline, destinations and aircraft type.
Boeing have proven to have...
One is not apologetic for boring you Leigh, but perhaps you might like an explanation.
For decades I have flown with the airline and upon whichever aircraft my masters have deemed it necessary. The variety of aircraft types I have experienced is both extensive and enviable to most aircraft geeks. Very soon, upon my retirement, I will be free to choose my own airline, destinations and aircraft type.
Boeing have proven to have lost their way in recent years, manufacturing, technology and safety records, etc, have become unenviable. Therefore, I would not set foot on a Max.
Now Airbus are the masters of the commercial airline industry, as demonstrated by their current order book, delivery records, etc.
Ben regularly reports that the Airbus A350 and A380, are favourites of his. One has to agree, these aircraft do provide a superior passenger experience, especially when travelling in F or J cabins.
Currently crossing the pond on a B787, the flight experience is pleasant enough thanks to BA. However, my next return trip on an A350 will be much quieter, the cabin climate and ambiance much nicer because of superior Airbus technology, etc.
One hopes that this synopsis will clarify my earlier comment.
The issue is that the ULCC isn't sustainable in the long run. If it was Spirit and Frontier would be making a billion plus a year but the latter is struggling to survive and the former is barely profitable. So there's only one direction, up.
The issue will be what will the total product be and how will their pricing compare to cash upgrade offers. That's the audience they will be targeting. Flyers that know...
The issue is that the ULCC isn't sustainable in the long run. If it was Spirit and Frontier would be making a billion plus a year but the latter is struggling to survive and the former is barely profitable. So there's only one direction, up.
The issue will be what will the total product be and how will their pricing compare to cash upgrade offers. That's the audience they will be targeting. Flyers that know about cash upgrades and take advantage of them when they are worth while. Simply a bigger seat and make a free bag of pretzels might not do it.
"In late 2025, Frontier Airlines plans to introduce a first class cabin on all of its aircraft."
It will take less than Allegris, for sure.
It's attractive for anyone doing nonstops. But I wouldn't want to fly Frontier with connections. Nor would I want to fly Frontier during bad weather. Their customer service is notoriously awful. I'm also curious to know if there will be a meal service on longer routes or if we're just getting drinks/snacks and a seat.
Frontier is looking at a significant pay raise for pilots and overall operating costs are going up.
They need higher yields.