What Is Frontier Airlines?
Frontier Airlines is a Denver-based ultra-low-cost carrier that markets itself as "America’s Low Fare Airline" and is known for its "Low Fares Done Right" philosophy, offering budget-friendly flights primarily across the United States, the Caribbean and Latin America.[1][4] The airline operates one of the youngest and most fuel-efficient fleets in the U.S., using a low base fare model with optional add-ons for bags, seat selection and other services.[1][4]
In 2025 Frontier has become a major talking point in air travel due to its combination of aggressive route growth and product upgrades under a strategy it calls "The New Frontier."[1][2] This shift aims to keep ticket prices low while improving comfort, flexibility and loyalty benefits, positioning Frontier as a value-focused alternative to both traditional full-service airlines and other ultra-low-cost competitors.[1][2][3]
The New Frontier: Products and Loyalty Upgrades
As part of "The New Frontier," Frontier has introduced UpFront Plus seating in the first two rows of its aircraft, featuring extra leg and elbow room, a guaranteed empty middle seat and a choice of window or aisle positions.[1][4] These seats are designed to appeal to travelers who want a more spacious experience at a lower cost than traditional premium cabins, blending ultra-low fares with selective comfort upgrades.[1][2]
The airline is also preparing to launch its first-ever First Class product, promising significantly more comfort and space at what it calls affordable prices, while continuing to offer low base fares in the main cabin.[1][2][4] At the same time, Frontier has enhanced its loyalty proposition with unlimited companion travel for top customers and a mileage-earning structure that starts at 10 miles per dollar spent and rises up to 20 miles per dollar at higher elite tiers, with elite status achievable from around 10,000 miles.[1]
These steps mark a shift from a pure bare-bones model toward a tiered experience, where passengers can choose between no-frills seats, extra-space options and an emerging First Class cabin within the same airline.[1][2] For frequent travelers, the richer perks and easier elite qualification thresholds are intended to make staying loyal to Frontier more attractive compared with spreading trips across multiple low-cost carriers.[1][2]
Route Expansion and Market Impact
Frontier is simultaneously undertaking a large-scale network expansion, announcing 22 new routes for late 2025 that add service from major airports such as Atlanta, Dallas–Fort Worth and Chicago while extending its reach into destinations across Guatemala, Honduras, Mexico and the Caribbean.[1] The expansion includes first-time service to Providenciales in Turks and Caicos and a return to Nassau in The Bahamas, aligning the carrier more closely with high-demand beach and leisure markets.[1]
Additional launches from Houston’s George Bush Intercontinental Airport to Guatemala City, San Salvador and San Pedro Sula strengthen Frontier’s presence in Latin America and increase the number of nonstop destinations served from Houston to more than 20.[4] Industry reporting shows that the airline is also entering routes heavily served by competitors such as Spirit Airlines and major network carriers, particularly from hubs like New York JFK and Philadelphia, which raises competitive pressure on fares and capacity in those markets.[3]
Frontier’s rapid growth and evolving product mix are influencing how travelers and analysts view ultra-low-cost carriers in North America, especially around reliability and customer experience.[6][7] While some rankings place Frontier among the region’s on-time leaders, other 2025 data highlight a relatively high share of delayed flights, underscoring the importance for customers of checking recent performance metrics alongside fare comparisons.[6][7] Overall, the airline’s expansion and upgrades are broadening low-fare options and pushing rivals to respond, but also require passengers to carefully consider trade-offs between cost, comfort and punctuality when choosing to fly Frontier.[1][2][3][7]