One of the largest low-cost airlines in the world, Frontier Airlines, is expanding its first-class seating.
Its shift in approach coincides with the industry’s struggle to find consumers who are prepared to pay extra for more privacy.
In order to install four first-class seats in a two-by-two arrangement, Frontier intends to begin tearing down the first two rows of its three-by-three economy seats in September.
Additionally, the Denver-based airline is updating its loyalty program to provide free companion tickets for its higher-tier platinum and diamond-level members and free seat upgrades to its gold level members and above, when available. Customers will be able to exchange their miles for baggage fees and seat upgrades starting in the middle of 2025.
According to CEO Barry Biffle, he anticipates that the additional projects will generate over $500 million in 2028 and over $250 million in 2026.
In an interview, Biffle stated, “We don’t have the best revenue model, even though we have the lowest costs in the industry.”
Biffle claimed that the company’s inability to provide first-class seats and insufficient incentives for members of its loyalty program were the two main weaknesses in its revenue model. He went on to say that this will transform the game.
He stated that he anticipates the new seats will be particularly well-liked on some of Frontier’s cross-country routes.
As the airline industry competes to attract higher-paying passengers by providing aircraft with more first-class or larger seats that command higher rates, Frontier’s cabin modifications increase the pressure on low-cost carriers to provide more roomy options.
Behemoths like United and Delta, who generate the majority of the industry’s earnings, as well as smaller carriers like JetBlue, are responsible for those upgrades. Biffle stated that his airline’s best seats will outperform those of other airlines on pricing, but Frontier will still have to contend with others that provide additional benefits, such as full meals, to sit at the front of the aircraft.
According to a spokeswoman, Frontier intends to continue providing the option of rows with blocked middle seats, which the carrier stated it would begin selling in March.
Southwest Airlines, which has operated an open-seating cabin for more than 50 years, plans to enhance revenue by adding greater legroom seats and implementing seat assignments.
Spirit Airlines, which declared Chapter 11 bankruptcy last month, has a Big Front Seat on its planes that is comparable to a domestic first-class seat.
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