Frontier Airlines announced a free bag check promotion on Tuesday at an excavation in Southwest, just a week after its rival budget carriers ended its decades-old policy.
Rival budget airlines have announced a new promotion that bundles seat allocations, free carry-on bags and free flight changes for customers booking flights between March 24th and August 18th.
Frontier is also throwing free check bags for flights departing from May 28th to August 18th.
Last week, Southwest said the price would be clicked on May 28th, breaking its beloved free bag check policy.
“We've always had a heart,” says Frontier CEO Barry Biffle. said in a statement – A clear swipe at Southwest heart-shaped logo, Dallas Love Field Home Airport and LUV stock ticker.
“Some airlines are walking away from what travelers like, but we are running towards it. We consider this the ultimate 'old airline divorce',” Biffle added. “If travelers show us love, we will make these perks permanent.”
Southwest responded with a jab at the frontier promotion. This requires a promo code.
“There is no need for a promo code to avoid change fees, cancellation fees, view entertainment in flight, or bring two carry-on items to the southwest,” a Southwest spokesman posted in a statement.
“We look forward to serving new customers who are more than anything else that are attracted to fares,” they added.
The free bag check policy is a huge attraction for Southwest customers and stands out in the industry.
Now, Southwest hopes that the bag's fare will earn money.
The massive change followed a months-long campaign from Elliott Investment Management, which won stocks at Southwest last year, which fought to get five board seats and drive CEO Bob Jordan out.
The Dallas-based airline made a major surrender last month when it ended its iconic pick-annie policy and implemented a standard assigned seating process.
The promise to make the Southwest sunset a sunset shocked customers as the airline had long vowed to retain its rare policy.
CEO Bob Jordan boasted that Southwest's “bagfly-free” policy, aside from costs and schedules, is often cited as the number one reason customers choose airlines.
On Investor's Day in September, Southwest said that “strict research” defended the interests of the Fleabag policy.
The airline claimed it would make between $1 billion and $1.5 billion from its bag fee, but lost $1.8 billion in market share from the PERK rollback.
“What changed is that we now realize we need more revenue to cover the costs,” COO said. Andrew Watterson previously told CNBC. “We believe these changes that we are making today will have less share shifts than would otherwise have been.”
