Frontier digs at Southwest with its own free bag check promotion: ‘Divorce your old airline'

Group 1: Frontier Airlines' Promotion - Frontier Airlines launched a free bag check promotion in response to Southwest Airlines ending its long-standing free bag check policy [1][3] - The promotion includes a seat assignment, free carry-on bag, and free flight changes for bookings made from Tuesday through March 24 for flights until August 18 [1] - Additionally, Frontier offers a free checked bag for flights departing from May 28 through August 18 [1] Group 2: Southwest Airlines' Policy Changes - Southwest Airlines has ended its free bag check policy, which was a significant attraction for its customers, and plans to implement bag fees starting May 28 [4][6] - The decision to remove the free bag check policy is part of a broader strategy to increase revenue, with expectations of generating between $1 billion and $1.5 billion from bag fees, despite the potential loss of $1.8 billion in market share [8][9] - The airline also recently changed its seating policy from a pick-any-seat approach to a standard assigned seating process, which has further surprised customers [6][4] Group 3: Industry Context and Reactions - Frontier Airlines' CEO Barry Biffle criticized Southwest's decision, suggesting that some airlines are moving away from customer-friendly policies while Frontier is embracing them [4][3] - The competitive landscape is shifting, with Frontier positioning itself as a more customer-centric alternative in light of Southwest's recent changes [4][3] - The changes at Southwest follow a campaign by Elliott Investment Management, which sought to influence the airline's management and strategy [5]