Frontier Airlines introduces first-class seats for high-paying fliers

Frontier Airlinesone among the world's largest low-cost airlines, is adding top notch seats.

The change in strategy comes because the industry competes for patrons willing to permit themselves more personal space.

Starting in September, Frontier plans to tear out the primary two rows of its three-by-three economy seats and add 4 first-class seats in a two-by-two configuration.

The Denver-based airline can also be revamping its loyalty program to supply free seat upgrades, where available, to its Gold tier members and above, and a free companion ticket to its higher Platinum and Diamond tier members, where available. From mid-2025, customers will have the opportunity to redeem their miles for seat upgrades and baggage fees.

CEO Barry Biffle said he expects the brand new initiatives to lift about $250 million in 2026 and greater than $500 million in 2028.

“While we have the lowest costs in the industry, we don’t have the best revenue model,” Biffle said in an interview.

Biffle said the corporate's biggest gaps in its revenue model stem from the corporate not offering first-class seats and never providing enough rewards for members of its loyalty program. “This will change the game,” he added.

He expects the brand new seats can be particularly popular on a few of Frontier's cross-country flights.

Frontier's cabin changes come at a time when the airline industry is struggling to draw higher-paying customers by equipping planes with more first-class or larger seats that command higher fares, increasing pressure on budget airlines to supply roomier options to supply.

These upgrades come from giants like delta And Unitedwhich account for nearly all of industry profits, and smaller airlines like JetBlue. Frontier may have to compete with airlines that supply other perks for sitting on the front of the plane, akin to full meals, but Biffle said his airline's best seats will beat them on price.

The airline announced in March that it might begin selling rows of seats with blocked middle seats, and Frontier plans to proceed offering that option, a spokeswoman said.

Southwest Airlines plans so as to add seats with more legroom and introduce seat assignments to extend revenue, switching from the open-seat cabin it has flown for greater than 50 years.

Spirit Airlines, which filed for Chapter 11 bankruptcy protection last month, is offering a “big front seat” on its planes that is analogous to a domestic first-class seat.