Frontier Airlines’ ‘Divorce Deal’ Woos Former Southwest Flyers With Free Bags

As Southwest Airlines begins its new chapter without free bags and open seating — two policies that defined the airline for much of its history — one of the U.S.’s low-cost carriers is aiming to win over disappointed travelers.

Frontier Airlines, the ultra-low-cost carrier that has long charged for bags, including carry-ons, and seat selection, is launching a new promotion to attract flyers who feel spurned by Southwest’s recent moves.

On Tuesday, Frontier announced its “Your New Love” promotion, clearly targeting Southwest’s former loyalists. Southwest is based at Dallas Love Field, trades on the New York Stock Exchange under the ticker symbol “LUV,” and has long incorporated a heart symbol into its corporate logo.

The promotion offers several of those perks — including free checked bags — Southwest previously offered but no longer does.

Frontier’s promotion is valid for bookings made through March 24 for travel through Aug. 18. After that date, travelers will once again have to pay for a carry-on, seat selection, and flight changes in addition to Frontier’s traditional base fare.

The free checked bag offer applies only to bookings made by March 24 for flights departing between May 28 and Aug. 18.

In announcing the promotion, Frontier CEO Barry Biffle called it a “divorce your old airline” deal.

“We’ve always had heart,” Biffle said. “Some airlines are walking away from what travelers love, but we’re running toward it. Think of this as the ultimate ‘divorce your old airline’ deal. If travelers show us the love, we’ll make these perks permanent.”