In a surprising twist for the budget travel scene, three of America’s biggest low-cost airlines—Southwest, Spirit, and Frontier—are defying expectations by offering premium seating options and returning to profitability.
Known for their no-frills approach, these carriers are now pivoting towards a more upscale experience, blending affordability with added comfort. Southwest, famed for its open-seating policy, is leading the charge by introducing assigned seating and extended legroom for the first time in its history.
Meanwhile, Frontier and Spirit, both facing financial difficulties, are introducing their own premium perks to attract business travelers and those seeking added comfort. They aim to offer a touch of luxury without the high price tag in an effort to appeal to business and corporate travelers and improve their financial positions.
This shake-up marks a significant shift in the low-cost air travel model, promising to redefine how passengers fly on a budget.
Southwest Leads the Charge
Southwest has famously operated an open-seating policy for years, while its all-economy cabins reflected its ultra-low-cost business model. But last week, the airline announced it was overhauling its in-flight products and customer experience.
Photo: Courtesy of Southwest Airlines
These enhancements include, for the first time in Southwest’s history, the introduction of assigned seats and premium seating options. Other changes include a redesign of its boarding model and the launch of red-eye flights.
While details on the airline’s new premium seats have yet to be confirmed, nor has it been revealed how they’ll be incorporated into its fleet of narrowbody aircraft, the airline said it expects around a third of its seats across its entire fleet to offer extended legroom – branded as premium.
Photo: Courtesy of Southwest Airlines
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company,” said Bob Jordan, President and CEO of Southwest Airlines.
“Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice— at the right time—for our Customers, our People, and our Shareholders. We are excited to incorporate Customer and Employee feedback to design a unique experience that only Southwest can deliver.”
Frontier’s ‘Biz Travel For Less’
Southwest’s decision to introduce premium seating options comes just months after fellow low-cost carrier Frontier Airlines announced a similar move. In February, Frontier confirmed the launch of the ‘Biz Travel For Less’ product, a new scheme for companies to help them save money on business travel.
Photo: Courtesy of Frontier
Within the program is Frontier’s BizFare product, which includes a range of perks above a standard fare, including free Premium extra-legroom seat assignment, a free carry-on bag, priority boarding, no change or cancellation fees, and a minimum of 10 FRONTIER Miles for each dollar spent by frequent flyers.
“For nearly 30 years, Frontier has made flying easier and more affordable, and we are excited to deliver even more value to business travelers and travel managers with Biz Travel For Less,“ said Barry Biffle, CEO of Frontier Airlines.
Photo: Courtesy of Frontier Airlines
“Our new BizFare is perfect for companies looking to improve their bottom line and save money on business travel. In addition, we believe our new network design will provide more destination options as well as additional frequencies on our most popular routes.
“Travelers will enjoy the extra legroom and comfort of our Premium seating, as well as the newly enhanced FRONTIER Miles frequent flyer program that makes it easy and fast to attain Elite Status.”
Spirit Launches Premium Seating
Now, another major low-cost carrier, Spirit Airlines, has joined Frontier and Southwest in introducing premium seating options for its passengers. Starting on August 27 and available for booking from August 16, Spirit will launch a transformed guest experience, allowing passengers to choose premium seating at a low cost.
Photo: Courtesy of Spirit Airlines
Four fare options will become available to Spirit passengers, with the premium option “Go Big” offering a Big Front Seat (wider seats, extra legroom, and additional cushioning), complimentary snacks and drinks, one carry-on bag and one checked bag, priority boarding, and Wi-Fi streaming access.
The next option, “Go Comfy,” offers a guaranteed blocked middle seat, one carry-on bag and one checked bag, priority boarding, and a complimentary snack and drink. Meanwhile, the third-tier fare option “Go Savvy” offers one carry-on bag or checked bag and a standard seat selection.
Photo: Courtesy of Spirit Airlines
“We’re unveiling a new era in Spirit’s history and taking low-fare travel to new heights with enhanced options that are unlike anything we’ve offered before,“ said Ted Christie, President and CEO of Spirit Airlines.
“We listened to our Guests and are excited to deliver what they want: choices for an elevated experience that are affordable and provide unparalleled value.”