Frontier Airlines Offers Free Bags to Lure Disgruntled Southwest Customers

Frontier Airlines is seizing the moment to win over frustrated Southwest Airlines passengers by launching a limited-time promotion that offers free checked and carry-on bags. The move comes just days after Southwest announced it would start charging for checked bags, ending its 54-year-old “bags fly free” policy.

Frontier’s deal, called “Your New Love,” includes a free carry-on, a free checked bag, and complimentary seat selection and flight changes. Travelers can access the offer by booking a flight by March 24 and using the promo code FREEBAG for trips departing between May 28 and August 18—the same day Southwest’s new baggage fees go into effect.

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

Southwest’s decision to introduce baggage fees marks a major shift for the airline, which has long marketed itself as a customer-friendly carrier. Under the new policy, only top-tier Rapid Rewards A-List Preferred members and Business Select passengers will continue receiving two free checked bags. A-List Members, Southwest-branded credit card holders, and select customers will still get one free checked bag, but all other travelers will have to pay for checked luggage on flights booked on or after May 28.

Many Southwest loyalists have expressed disappointment over the change, with some saying they no longer see a reason to choose the airline over its competitors.

Frontier, along with other budget airlines, has struggled post-pandemic as travelers increasingly opt for more premium experiences. However, if this promotion is successful, the airline says it may consider making the free baggage perks a permanent offering.