By Alison Sider

Rivals are coming for Southwest Airlines customers.

Frontier Airlines will temporarily offer one free checked bag for flights departing May 28 through Aug. 18, if customers book by a deadline early next week. As part of the promotion, Frontier is also offering perks like a free carry-on, free seat selection, and free flight changes.

"Think of this as the ultimate 'divorce your old airline' deal," Frontier Chief Executive Officer Barry Biffle said.

Southwest didn't immediately respond to a request for comment.

Frontier isn't the only airline wondering whether formerly loyal fliers might be persuaded to switch, after Southwest last week said it plans to drop its generous policy allowing two free checked bags. CEOs at United and Delta said the move could prompt some Southwest customers to look at other airlines.

Ted Christie, CEO of Spirit Airlines, said last week when his airline emerged from bankruptcy that Southwest's move could be an opportunity.

Some customers were paying high fares to get complimentary bags at Southwest, and might be open to a lower fare at Spirit with fewer bags, he said in an interview. "Those are the types of people that now have an economic incentive to look towards Spirit, whereas before they were just brand loyal."

Frontier's promotion is temporary but the company suggested it could be permanent if it proves popular enough.

Wall Street analysts said that while there might be some shift to other airlines in markets where Southwest has strong competitors, they don't expect major customer defections as a result of the new bag fees.

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(END) Dow Jones Newswires

March 18, 2025 08:44 ET (12:44 GMT)

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