Zero-frills carrier Frontier adds a first class as budget airlines try to fly upmarket

Front-seat tier… Frontier Airlines, an ultra-low-budget carrier with cardboard-like thin seats, is getting into the first-class game. Starting next fall, Frontier plans to introduce four first-class seats at the front of its planes. The Denver-based airline will also boost loyalty perks (like free seat upgrades for top customers). Frontier’s CEO said the premiumization initiatives will be a game changer, expecting they’ll bring in about $250M in sales in 2026.

More tiers, fewer tears… Frontier is just the latest budget carrier to tack on premium options to compete with bigger players. In July, bare-bones airline Spirit expanded to four fare tiers and introduced a perk-filled package that would include free Wi-Fi, a checked bag, and “unlimited” snacks and bevs (booze included). Like Frontier, Spirit’s trying to win over higher-paying customers, but the shift may’ve been too late: Spirit recently filed for bankruptcy. Meantime, Southwest Airlines plans to offer extra legroom and assigned seats to boost revenue. Budget airlines’ premium push comes as major carriers also expand tiers.

• Big wings: Delta Air Lines, United, and others have added budget-friendly fares (think: basic economy) to compete with low-cost airlines, but they’ve also expanded first-class spots and roomier seats (like economy plus). 

• Premium profits: While main-cabin seats vastly outnumber premium seats, last quarter Delta’s premium tickets made up nearly half its ticketing revenue.