“Divorce Your Old Airline” Free Bags Deal Aimed at Angry Southwest Airlines Fans.

It’s open season on Southwest Airlines, as competitors and other companies have thrown shade at SWA for throwing out its unique and fan-friendly decades-old playbook to adopt new policies just like every other airline. One week later, it’s gone beyond barbs on social media, as one rival airline is courting spurned Southwest fans.

In case you missed it, Southwest announced last week that it would end its long-standing “bags fly free” policy for most passengers. The move is one of several controversial changes at the airline, that also includes the addition of premium seating, end of open seating, devalued points, end of “wanna get away” fares without change fees, introduction of basic economy, and more. All of this has prompted pushback (to put it mildly) from some loyal Southwest flyers.

For our part, we wrote Is Bob Chapek Running (and Ruining) Southwest Airlines?! Obviously, he is not, but the most apt way to describe the SWA changes is “Chapekian.” The Walt Disney World fan-favorite airline is changing everything that made Southwest, Southwest. It’s voluntarily giving up its distinct brand advantage and squandering decades of goodwill in the span of days in order to be just like every other airline and chase a nonexistent class of consumer.

Unsurprisingly, one competing airline has stepped up to fill the gap. Frontier Airlines took a swipe at the strategic shift by Southwest Airlines to start charging for seat assignments and checked luggage by doing the opposite. Here’s the full announcement:

Some airlines have changed. They’ve raised fees, taken away perks, and made travel feel like a one-sided relationship. If your airline is treating you like an afterthought, maybe it’s time to file for divorce. Frontier is here for the rebound – offering a fresh start with an unbeatable deal.

For all bookings for nonstop travel starting today through August 18, 2025, customers can receive the Economy Bundle for FREE, with perks travelers love, including a free carry-on bag, free seat selection, and free flight changes. Plus, Frontier is throwing in a free checked bag for flights departing May 28 through August 18, 2025 with promo code FREEBAG! Fares start as low as $39 each way. To take advantage of this offer, bookings must be made by March 24, 2025.

“We’ve always had heart,” said Barry Biffle, CEO, Frontier Airlines. “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.”

Love This Frontier Deal? Make It Last!

Help Frontier write the next chapter of a traveler-airline love story. If travelers show that they love this deal, Frontier might just make it permanent. The more people who jump on board, the better the chances of making this the new normal with Frontier, according to the airline.

“At the end of the day, travelers just want to be valued,” said Biffle. “We’re bringing back the things people love about flying – free bags, free seat selection, and flexibility – without the extra fees. No games, just great value.”

Frontier Airlines has introduced sweeping changes to its product and customer service offerings, ushering in ‘The New Frontier.’ Among the enhancements is UpFront Plus seating, an upgraded seating option with extra leg and elbow room in the first two rows of the aircraft. Customers in UpFront Plus enjoy a window or aisle seat with extra legroom and a guaranteed empty middle seat.

In the coming months, Frontier Airlines will introduce free, unlimited companion travel for its most loyal customers. Debuting in late 2025, Frontier will also begin offering First Class seating on every flight, combining unmatched comfort and space at Frontier’s trademark affordable prices.

Frontier continues to innovate with its industry-leading frequent flyer program, FRONTIER Miles, which allows customers to ‘Get It All For Less.’ Members earn miles quickly and get rewarded for each dollar spent on Frontier products. Miles accrue based on dollars spent with a standard 10X multiplier: $1 = 10 miles, with multipliers increasing at every elite level up to 20X.

Elite status is attainable at only 10,000 miles and offers perks such as priority boarding, seat selection and free bag(s) depending on status level. Like the airline, FRONTIER Miles is also family friendly, offering easy family pooling of miles making it simple for families to enjoy rewards together. Joining is free.

Our Commentary

I’ve been thinking a lot about Southwest Airlines’ bombshell announcement and paradigm-shifting news over the course of the last week. Sometimes there’s a tendency to overreact to changes, especially those made by beloved brands with loyal fan followings and lots of nostalgia. There’s comfort in the familiar, and discomfort in the unknown.

When it comes to Walt Disney World, I try to be cognizant of this, also considering the counterfactuals or how casual consumers differ from fans. It’s easy to be part of an echo chamber, especially as a fan writing a website for fellow fans. Good examples of this occurred with the moves away from FastPass+ or virtual queues, both of which rewarded higher-knowledge guests at the expense of first-timers. Was I falling into this same trap with the Southwest changes?

The more I thought about it, the less I thought it was an overreaction. Honestly, I’m not sure that it’s possible to overreact to the Southwest changes. Well, I mean, something like a hunger strike or switching to Spirit might qualify. But when it comes to words on the internet, I think most reactions are probably within the realm of reasonable.

Southwest was previously a textbook example of carving out a niche in a competitive industry, creating consumer goodwill and fostering a fandom. Quite literally a textbook example–I remember reading about the airline’s distinct ethos and its charismatic founder, Herb, in business courses. Now, it seems like the ‘under new management’ airline is dead-set on being a case study in future business textbooks…for the exact opposite reason.

Frankly, I keep expecting a “we’re listening and learning” email from Southwest Airlines any day now, walking back some of the changes. I doubt they’ll undo all of the damage, since the activist investors calling the shots are interested in short-term gain, even if it causes the company long-term pain.

Nevertheless, we’d caution you against making a knee-jerk reaction to switch from Southwest. To continue the (admittedly funny) “divorce” metaphor used by Frontier’s CEO, relationship decisions–even those with airlines–shouldn’t be taken lightly. Don’t ditch an airline that works well for you just because you want to “stick it to Southwest” for making a business decision with which you disagree. That would be like the equivalent of being (rightfully) upset about Walt Disney World ending free FastPass, and going to Six Flags instead.

I know this seemingly runs counter to our previous advice of not being a creature of habit, continuing to fly Southwest even if there’s no compelling reason for you to remain loyal. But the advice is consistent–it’s that you should react rationally and objectively, as opposed to emotionally. Comparison shop and find the airline ‘partnership’ that is the most ‘compatible’ for your circumstances. For many of you, especially those flying out of airports dominated by Southwest that offer non-stop flights to Walt Disney World, that will still be Southwest. For others, it won’t!

It’s no surprise another airline would dip its toes in the old school Southwest Airlines business model, and even less surprising that airline would be Frontier. But I’ll be honest: I’m no fan of Frontier. Previously, I’ve written that Frontier’s attitude seems to be “the customer is a burden who should be thankful to arrive within 6-8 weeks of intended departure.”

I’ve also written that my issues with Frontier partially stem from the company nickel and diming passengers, with a goal of extracting as much money as possible from consumers with policies that aren’t always transparent and sometimes feel hostile towards flyers. I make the mistake of flying Frontier about every other year, enticed by a low fare once my previous negative experience is sufficiently out of mind. Hence the line above.

What I’ve also noticed about Frontier is that the airline has personality and charm. From the cute critters gracing the planes to the clever campaigns, Frontier has always been an airline that I’ve wanted to like. The “only” stumbling block to that has been…the entirety of their service and flyer experience. Just a minor detail.

Obviously, that’s actually a lot to change. But it sounds like that’s what could happen with this announcement–eliminating the nickel & diming practices that typified Frontier, even if temporarily. It would make complete sense for a competitor to fill the gap vacated by Southwest and capture its clientele. If Frontier Airlines’ corporate culture already matches its adorable animals and acerbic emails, perhaps it’s possible.

Maybe gaining some of SWA’s loyal fans will create a positive feedback loop that lifts up Frontier. It would be quite the plot twist if Frontier has such an overwhelmingly positive response to this promo that they do as teased, and make these changes permanent and become the new old school SWA. But as you’ve probably learned from real relationships, some people are capable of change and growth, whereas others are not.

If there’s anything Southwest Airlines has taught us, it’s that brands can do complete 180s overnight. I’m not about to rush out and book a flight on Frontier (I haven’t forgotten my last bad flight with them…yet), as I’m not convinced they’re a company capable of (positive) change. However, I’ll certainly be watching, and wouldn’t rule it out. At the very least, competition is good for consumers–just as is the case between Universal Orlando and Walt Disney World! You just may not want to divorce Southwest just yet–especially not for Frontier.

Planning a Walt Disney World trip? Learn about hotels on our Walt Disney World Hotels Reviews page. For where to eat, read our Walt Disney World Restaurant Reviews. To save money on tickets or determine which type to buy, read our Tips for Saving Money on Walt Disney World Tickets post. Our What to Pack for Disney Trips post takes a unique look at clever items to take. For what to do and when to do it, our Walt Disney World Ride Guides will help. For comprehensive advice, the best place to start is our Walt Disney World Trip Planning Guide for everything you need to know!

Your Thoughts

Thoughts about Frontier aiming to attract alienated Southwest fans? Would you switch from SWA to Frontier Airlines if they made these policies permanent? Willing to roll the dice on Frontier during the promotional period? Do you have a favorite airline? Any specific airline you dislike? Thoughts on the different airfare search engines or booking sites? What about sites (like Airfarewatchdog) to follow for hot deals on flights? Any questions about what we covered? Hearing from you is half the fun, so please share in the comments below!