Ultra low cost carriers in the United States have been struggling financially, given how consumer demand has evolved. There’s lots of talk of how premium travel demand is strong, and that’s something ultra low cost carriers have struggled to capitalize on. That’s something they’re slowly but surely trying to change.
Along those lines, Frontier Airlines has just launched a new seating product. I think it’s kind of smart, though it’s also likely to annoy the carrier’s most loyal customers.
Frontier Airlines’ extra legroom seats with blocked middles
Frontier Airlines is introducing UpFront Plus seating, which is a new upgraded seating option with extra space and comfort in the first two rows of every aircraft.
UpFront Plus seating not only offers significantly more legroom than the standard economy seating, but also offers a guaranteed blocked middle seat. Think of it like business class on flights within Europe, except with more legroom and less service. Note that UpFront Plus seating doesn’t offer any additional services, so you still have to pay for all ancillaries separately, as before.
This new product is bookable now for flights as of April 10, 2024. As a special introductory offer, UpFront Plus seating upgrades are available starting at only $49 per passenger per segment. This applies for tickets booked by March 20, and for travel through April 30.
Here’s how Frontier CEO Barry Biffle describes this new seating option:
“Many consumers strongly prefer a seating option that offers extra space when flying. Frontier is all about choice and giving consumers the flexibility to customize their travel to suit their individual needs and preferences. UpFront Plus is a great option for those who want expanded personal space and extra comfort.”
It almost seems like Frontier is trying to copy Spirit Airlines’ Big Front Seat concept, except without the cost of actually reconfiguring jets.
Frontier Airlines’ UpFront Plus seating will annoy elite members
I think Frontier Airlines’ new UpFront Plus seating is generally a smart move, if not a bit unoriginal. Between the extra legroom and the blocked middle seat, this will at least guarantee a pretty comfortable flight when traveling with the carrier.
However, I suspect elite members of the Frontier Miles program will have a very different take on this seating. Frontier Miles Gold, Platinum, and Diamond members, all receive Stretch seating as an elite benefit. This is a great perk that makes flying with Frontier more pleasant.
The catch is that as Frontier introduces its UpFront Plus seating, the airline is also greatly reducing its Stretch seating:
- Previously Stretch seating included the first three rows of the aircraft, plus exit rows
- Now the first two rows are becoming UpFront Plus seating, meaning that Stretch seating just includes the third row of the aircraft, plus exit rows
So this represents a significant devaluation to Frontier Miles elite perks, since arguably the best seats (in the first couple of rows) are no longer available as an elite perk. That being said, from Frontier’s perspective, I can hardly blame the airline.
I’m curious to see how successful this becomes. Can Frontier attract premium customers with a product like this, when it doesn’t offer other premium services, like Wi-Fi? Or will these seats end up empty in the long run, at least beyond the introductory pricing?
Bottom line
Frontier Airlines is introducing UpFront Plus seating, whereby the first couple of rows on each aircraft will feature extra legroom and blocked middles. The airline isn’t actually making any changes to its aircraft, but rather the first two rows of Stretch seating are being rebranded, by having a middle seat blocked. I’m curious to see how this concept performs for Frontier…
What do you make of Frontier’s UpFront Plus seating? Do you think it will be successful?
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