Yesterday, Frontier announced a new fare structure, dubbed AirFairs, which I think is a bit corny, but I think is a great product. Unfortunately, I didn’t really know what Frontier had beforehand so I can’t really compare, but let’s take a look at what the press release has to say:
Classic Plus is the ultimate. The Classic Plus ticket is fully refundable, changeable, and provides the customer the ability to confirm a seat on a different flight the same day of travel for no charge. In addition, Classic Plus customers get priority boarding, two checked bags, complimentary DIRECTV®, an in-flight snack and a premium beverage. Classic Plus customers also receive a 150% mileage credit in EarlyReturns®, the company’s customer loyalty program.
Classic offers the important comforts for the best overall value. For as little as $20 more than an Economy fare the Classic customer gets advanced seat assignments, two complimentary checked bags and DIRECTV®, and 125% EarlyReturns® mileage credit. In addition, they will be charged only a $50 fee for itinerary changes and $75 for same day confirmed changes.
Economy is the basic ticket to ride. The Economy ticket is for the customer who is traveling light and doesn’t foresee any schedule changes. The Economy ticket is our guaranteed lowest fare.
I think Frontier fliers should always check out the difference between the economy and the Classic fare, especially if they are bringing bags. Frontier charges $15 for one bag and $25 for the second. If the difference is minimal, I would think the extra credit and free TV makes buying the more expensive fare very worthwhile.
One thing that confuses me, though, is the mention of a $75 fee for same day flight changes on the Classic fare. This press release from November suggested the fee would be $75 all the time. If Frontier is mentioning the lower fee in the Classic fare description, has it changed for economy passengers? I’ll try to pursue this with Frontier and get an answer back. (Edit: I’m just plain dumb and missed it, and finally noticed the error when I read Brett’s blog today. The fee for economy is $150.)
The Classic fare is what really interests me, and personally I see it as a way for Frontier to compete with Business Select on Southwest. Business Select is based off a refundable fare, so it’s relatively expensive, especially far out. Frontier is adding the premium to the economy fare for Classic, so I wouldn’t be surprised if it is cheaper than Business Select in many cases. So, Southwest might get more revenue per passenger with Business Select, but I think Frontier has the potential to get more total revenue out of Classic.
There are some other interesting things in the press release. Those redeeming an award ticket get the Classic fare, so they will receive DirecTV and the two free bags. In addition, the fees to redeem award tickets are being removed.
I think this new structure is a sign of Frontier trying to get back some Denver O&D traffic, especially the business travelers. The removal of fees for award tickets and the mileage bonus on the Classic fare is very attractive, I think.
Will Southwest respond? Maybe. Southwest is in a tough position to compete with Frontier. Any changes Southwest would make to its product to compete with Frontier would have to be systemwide. The best it could do is keep fares low and hope more customers that way.
But, does Southwest even care? Maybe not. I’ve heard various things about their operation in DEN, like the operation is more used as transfer point. That way, Southwest can focus on O&D traffic for PHX and LAS by moving some connection passengers up to DEN. I haven’t seen any statistics to prove or refute this theory, but it’s always nice to speculate.
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