Frontier Launches Free Checked Bag Promotion As Southwest Ends Legacy Policy, and More
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Free Checked Bags Return as Frontier Counters Southwest Policy Change
Frontier Airlines has launched a strategic promotion offering free checked bags on flights from May 28 to August 18, 2025, directly targeting customers disappointed by Southwest Airlines' recent decision to end its signature free baggage policy.
The promotion, which must be booked by March 24, also includes complimentary carry-on bags, seat selection, and flight modifications for nonstop journeys.
Frontier CEO Barry Biffle explicitly positioned the offer as a "divorce your old airline" deal, with a clear reference to Southwest's heart-themed branding.
Key Points
- Promotion requires booking by March 24 using promo code "FREEBAG" for travel through August 18
- May 28 start date for free checked bags deliberately coincides with Southwest's implementation of new baggage fees
- Frontier normally charges between $30-$55 for a first checked bag as part of its ultra-low-cost model
- CEO Biffle stated Frontier would consider making these perks permanent based on customer feedback
- Southwest will still offer free checked bags to elite status members, Business Select flyers, and credit cardholders
- Frontier is also planning to introduce first-class seating options later in 2025
What It Means
Frontier's opportunistic promotion represents a tactical shift in budget air travel, as airlines jostle to capitalize on Southwest's controversial policy change.
By timing the promotion to begin exactly when Southwest starts charging for bags, Frontier is making a clear play for disgruntled Southwest loyalists.
This temporary pricing strategy tests whether free bags could become a sustainable competitive advantage for Frontier going forward.
