Frontier Airlines is making a strategic play to win over travelers frustrated by Southwest Airlines' recent policy change. The ultra-low-cost carrier announced a limited-time promotion offering free checked bags for summer travel—directly countering Southwest’s controversial decision to start charging for checked luggage.

What’s Changing? 

• Free Checked Bags: Passengers flying Frontier between May 28 and August 18 will receive one free checked bag, a move aimed at attracting Southwest customers who are now facing baggage fees.  
• Economy Bundles: Travelers booking between March 18 and March 24 can secure an economy bundle that includes a seat assignment and a carry-on bag at no extra cost. 
• Eligible Flights: The promotion applies to nonstop routes booked via Frontier’s website or app.  

Why This Matters for U.S. Travelers

For years, Southwest stood out as the only major U.S. airline offering two free checked bags, a perk that set it apart from competitors. But starting May 28, Southwest will join legacy carriers like Delta, American, and United in charging baggage fees—a move that has disappointed many loyal customers.  

Frontier’s response is a rare reversal of airline trends. While most carriers are increasing fees and adding restrictions, Frontier is offering temporary perks that could become permanent if travelers respond positively. By covering the cost of checked luggage—an expense that typically ranges from $30 to $50 per bag—Frontier is significantly reducing the financial burden on travelers. Additionally, the inclusion of seat assignments and carry-on bags in economy bundles eliminates common add-on fees, making budget-friendly travel more accessible.  

A Direct Challenge to Southwest 

In a statement that appeared to take a jab at its competitor, Frontier CEO Barry Biffle said:  "Some airlines are walking away from what travelers love, but we're running towards it. Think of this as the ultimate ‘divorce old airline’ deal. If travelers show us the love, we’ll make these perks permanent." 

Southwest’s decision to introduce baggage fees has already sparked industry speculation. Executives from United, Delta, and Spirit have suggested the change could benefit their airlines by making Southwest less competitive.  

What Travelers Should Do 

If you’re planning summer travel, now is the time to book. Frontier’s promotion is only available for one week, and with Southwest's baggage fees kicking in soon, budget-conscious travelers might find this offer too good to pass up. With free checked luggage and economy bundles that eliminate extra charges, the deal presents a significant opportunity for travelers looking to cut costs.  

Southwest has not yet commented on Frontier’s new strategy. However, as the airline industry faces weakening domestic demand, the battle for cost-conscious passengers is heating up.