Frontier Airlines has unveiled new plans as part of its customer-focused initiative, The New Frontier. Starting in 2025, the ultra-low-cost carrier will introduce premium upgrades and expanded loyalty program perks, marking a significant shift toward greater comfort and value for its customers. Key highlights include first-class seating, complimentary seat upgrades for Elite members, unlimited companion travel for top-tier loyalty members, and new ways to redeem FRONTIER Miles.

Key Enhancements Rolling Out in 2025

First-Class Seating

Frontier will debut its first-class seating in late 2025, offering these seats in the first two rows of its aircraft. True to its brand, Frontier promises these premium seats will come at affordable prices. Elite Gold members and above will have access to free upgrades to these seats, subject to availability.

Free Seat Upgrades for Elite Members

Starting early in the year, Elite Gold members and higher will enjoy complimentary seat upgrades on every flight, including access to the newly introduced first-class seating. This move enhances the current benefits for Gold members, who already receive complimentary upgrades to Frontier’s premium seating options.

Unlimited Free Companion Travel

A new feature launching mid-2025, Platinum and Diamond Elite members will gain access to unlimited free companion travel. This benefit allows eligible members to bring a companion on any Frontier flight at no additional fare, subject to taxes and fees. The program offers flexibility with no cap on usage.

Expanded FRONTIER Miles Redemption

By mid-2025, customers will have the option to redeem FRONTIER Miles for travel-related bundles, such as baggage and seating upgrades.

Revamped Loyalty Program Benefits

FRONTIER Miles, free to join, remains a cornerstone of the airline’s customer rewards strategy. Travelers can earn 10 miles per dollar spent, with four status tiers offering increasing rewards: Silver (10K miles), Gold (20K miles), Platinum (50K miles), and Diamond (100K miles). Current perks include free advance seat assignments, priority boarding, and family pooling.

In 2025, the program will expand further:

• Gold Elite members and above will continue to enjoy benefits such as free carry-on and checked bags, free pet travel (Platinum level and higher), and enhanced mileage multipliers.
• Platinum and Diamond members will gain unlimited companion travel.

With these upgrades, Frontier aims to redefine expectations for low-cost travel. “We’re proving that premium travel doesn’t have to come with a premium price tag,” said Barry Biffle, CEO of Frontier Airlines. The introduction of first-class seating and enhanced loyalty rewards signals Frontier’s commitment to combining affordability with elevated service.

Analysis

Post pandemic we have seen many low cost airlines in the United States struggle. Which in the past low cost carrier (LCC) airlines were the envy of legacy airlines with profitable balance sheets. As an example Spirit Airlines recently filed for bankruptcy. Southwest Airlines is also making radical changes like introducing assigned seating and premium seats. Frontier in a similar vain is following suit with this announcement. The legacy U.S. airlines have perfected their market segmentation strategy – by introducing different classes of travel such as basic economy, regular economy, etc. which allows the big three to match low cost airlines. In other words the big three U.S. airlines are taking customers away from low cost airlines. Low cost airlines are facing other headwinds, which if there’s interest I’ll analyze in another post. 

While it’s too early to tell if the tide will shift for low cost airlines, it’s interesting to see LCCs try to become more “premium”. I do worry though that this strategy may backfire. As the LCCs are moving away from their core business which was to provide a bare bones product from point A to B at affordable prices. Regardless I’m interested to see how the first class roll out plays out.