Frontier Airlines has just been approved to market itself with a new name, and I can’t help but wonder what the carrier’s motive is…
In this post:
Frontier Airlines, now Frontera as well
Fresh off the feels of Cinco de Mayo, the United States Department of Transportation (DOT) has approved the registration of the trade name “Frontera” for use in Frontier Airlines’ operations, effective immediately.
Literally, “frontera” is the Spanish word for “frontier.” However, someone correct me if I’m wrong, but I think the connotation is a little different in terms of how it’s used between languages. In Spanish, “frontera” is used to describe a border between countries, while in English, “frontier” can have several (and more abstract) meanings, like “the farthermost limits.” In English we might see “new frontiers,” for example, while the same wouldn’t be said in Spanish (as I understand it).
I’m not sure what amounts to “Border Airlines” is really a great name, but that’s just me.
Frontier is a major US ultra low cost carrier, which operates a fleet of around 135 aircraft to around 85 destinations. What remains to be seen is why Frontier wants to be able to market itself as Frontera, and how the airline plans to use this new opportunity.
How will Frontier Airlines use the Frontera name?
Frontier Airlines has significant operations in Spanish speaking regions, and much of Frontier’s growth at the moment is in Spanish speaking areas. For example, Frontier is hugely growing its presence in Puerto Rico, and is setting up a base there.
So there’s no denying that the carrier’s percentage of Spanish speaking passengers will continue to increase. However, that doesn’t really answer the question of what Frontier plans to do with the Frontera name?
- Does Frontier just want to prevent other airlines from using the Frontera name?
- Does Frontier actually want to market its flights in Latin America as Frontera, as part of a Spanish-centric marketing campaign, or something?
- Could Frontier be looking at setting up some sort of subsidiary that might use the name Frontera, somehow establishing a cost advantage?
Historically airlines have been pretty consistent with maintaining their official name across airlines. For example, American Airlines has historically had a massive presence in Latin America, but hasn’t tried to market its name in Spanish. So the airline has never referred to itself as “Aerolineas Americanas,” for example.
Bottom line
Frontier Airlines now has permission to use the trade name Frontera, which is the Spanish equivalent of the word. What we’re not sure of yet is why Frontier requested this permission, as we don’t often see airlines market themselves with the same name in a foreign language.
What do you think Frontier Airlines is planning with the Frontera name?
Surprised Rick Bayless let them use it.
Another Slap in the Face for Americans.What ever dude suggested axe-ing the name Frontier- should be Fired.He has no pride.Why not just call it the " New Frontier" or something. WHY use a name that reminds our country of Tacos !
Rick Bayless probably isn't going to be impressed by this (at least I wouldn’t be , if I were him).
Do I smell a lawsuit coming?
It appears they have started to do something on Fronteraairlines.com. Maybe they have plans to target latin american markets heavy.
Fronteras - we help you cross the border safely ✈️
After you pay for counter assistance fee, bag fees, excess weight fee when you realize you paid for 40lbs not 50lbs, seat assignment, early boarding to get overhead bins just to realize you carry on is also a fee.
All of this before flight is cancelled and the next flight is three days away.
Fronteras, you might be better off crossing the border on land?
Thee speaketh not liketh shakespeare anym're doth thee?
It's a language. And languages evolve.
Frontier in English also means "border".
Frontera in Spanish can also be used in a context of “the farthermost limits".
Arguing over Spanish and English, tomatoes, free speech, school donations.
This is what's wrong with America today.
None of it is really the real problem that humanity is facing today like solving climate problems or curing cancer is it?
It's been used before on things like cars, Vauxhall (Opel elswhere) had a 4x4 called the Vauxhall Frontera.
Frontera mostly stands for border, but when used in specific context, it does also stand for frontier, as in "la Ultima frontera" does also mean "the final frontier"
Probably following all other airlines in setting up a low-cost subsidiary with reduced service levels like no checked bags, paid seat assignments, non-reclining seats, etc and poorly paid crew.
Oh, wait...
Tough for Frontier to get any cheaper with a subsidiary when it is already a ULCC
"Tough for Frontier to get any cheaper with a subsidiary when it is already a ULCC"
No it isn't. The obvious motivation behind that kind of move (if it ever happens) would be to get cost of labor down, not prices of ancillaries.
Absolute irreverence. Is this a Spanish airline?
Used to be such a great airline, and to see them floundering about like sad, pathetic little children!
Some Marketing whizz kid at Frontier obviously used Google Translate……
Over the weekend the Volaris route map list started showing up on Frontiers website again. Coincidence? I think not. Something more than a Latin name variation is coming ... Just sayin.
The only thing in aviation that should use the name "Fronteras" needs to have the word "Tortas" at the front and should be restricted to O'Hare
Frontier is currently making SJU a focus city if not a hub. They keep announcing new routes from Puerto Rico to mainland us destinations and directs from PR to other Spanish speaking Caribbean countries. Wouldn’t surprise me if that is part of their future marketing strategy
I grew up along the boarder with Mexico and California and we went weekly to Tijuana to shop, visit, dine etc. and Yes: Frontera is border
Frontera is 100% border in at least Mexican Spanish.
Frontier in English usually indicates the more abstract concept of uncharted territory for a developing technology or business, like the “frontier of AI”.
All that said, probably just looking for more Biden human smuggling contracts. And yes, he’s hidden these flights from the American public, so that is smuggling.
Shocking. Certain Americans trying to pander to Latinos without understanding a thing about us or our language (see: Latinx and Latine failures)
Claro que Si !
As a Spanish speaker the word frontera does bring into mind the border first.
However, no one got confused with Borders Bookstore so it'll be fine
Could just be for marketing purposes, especially in Puerto Rico given their huge presence in San Juan. With the name "Frontera", the airline might want to seem more local and therefore more appealing to Spanish speaking regions/customers.
But you never know, could be something more.
Native Spanish speaker here, the use of "Frontera" in Spanish is exactly the same as in English, the delimitation between major political territories (states, countries... ETC), but also as horizon, furthermost limits.
Fact check: FALSO
True!! You can say "nuevas fronteras" to mean "new frontiers"
Fact check to you, not falso dumbo
Frontera same as frontier in English has multiple meanings in Spanish
Yeah but in American (Canadian and British) English we RARELY use it to define national border whereas in Mexican Spanish it is the PRIMARY word for border.
They have a similar range of meaning but their use in practice is quite different IMHO.
G
Are they going to rebrand as Aerolineas Fronteras ? Indeed it’s stupid as the translation isn’t the same.
New frontiers in Spanish would be Nuevos horizontes and how can you copyright a generic word ?
Obviously part of a marketing campaign with Tortas Frontera at ORD!
Perhaps part of a deal with the government to repatriate those they choose to deport? Kind of a themed experience.
I thought that was Air Rishi. Or Air Suella.