Discount Airlines Take Frequent Flyer Programs More Seriously After Initial Snub
Skift Take
Not long ago, all discount airlines needed to compete was cheap fares. But times change, and with legacy airlines poaching some of their customers, more ultra-low-cost carriers are taking loyalty seriously.
Not long after a private equity firm acquired Frontier Airlines in late 2013 and changed its model to prioritize low costs and low fares, the carrier gutted its elite frequent flyer program, removing perks from many of the airline's most loyal flyers.
Frontier’s fares were so much cheaper than the competition, it didn’t need to incentive travelers to fly with it. Yes, travelers could earn some perks, such as free checked bags, if they flew at least 20,000 miles, but if they flew more, they couldn’t earn extra goodies. If they sought special incentives for being road warriors, they could fly a major airline, though they'd probably pay a lot more for tickets.
But much has changed since then.
Now, three of the four biggest U.S. carriers — all except Southwest Airlines — sell no-frills, basic economy fares that roughly match Frontier’s product, making it easier for them to compete. And while Frontier is still often cheapest, it has also raised prices to compensate for
