Frontier Airlines, the ultra-low-cost carrier known for charging you to breathe (kidding… kind of), is flipping the script in 2025. Forget the $10 pretzels and the “sardine-can” seating—Frontier is going premium to roll out a first-class-style experience. And no, it’s not a joke. 

(Source: Giphy) 

Starting in late 2025, Frontier will overhaul the first two rows of its planes, replacing those glorified folding chairs with something they’re calling “luxurious, spacious seats.” Translation: Recliner-style seats with more legroom and just enough polish to let you pretend you’re not flying a budget airline. If this playbook feels familiar, it’s because Spirit Airlines did the same thing with its “Big Front Seat.” But hey, imitation is the sincerest form of flattery—or desperation.

Now, before you start imagining champagne and caviar, you get what you pay for. This isn’t Delta One or Emirates-level luxury. And while Frontier hasn’t revealed the full perks yet, you can bet it’ll include basics like priority boarding and maybe—if you’re lucky—a free drink. (No promises). 

(Source: Frontier) 

So yeah, as you can see, this move is part of the airline’s new rebranding push, dubbed “The New Frontier.” CEO Barry Biffle is hyping it as the start of a new era where Frontier becomes the “most rewarding airline in the sky.” Bold words from a guy whose airline charges for carry-ons. But Frontier’s not just throwing in fancier seats—it’s also revamping its loyalty program to keep frequent flyers hooked. For instance, starting in 2025, elite Gold-tier members and above get complimentary seat upgrades when available. And for the Platinum and Diamond tiers? Unlimited free companion travel. Meaning you can bring a plus one for free (well, aside from the taxes and fees—because, ‘Merica)

(Source: Giphy) 

What’s more, is that the loyalty program is also getting a ‘roided up. By mid-2025, you’ll be able to redeem your miles for things like checked bags, seat upgrades, and maybe even something useful. No more hoarding miles for years just for a one-way to Des Moines. But, but, but… despite this, that, and the other—let’s just call this what it is shall we? A friggin money grab. 

See, with Spirit Airlines filing for bankruptcy and rivals like Southwest and JetBlue offering premium options, Frontier knows it needs to evolve or get left behind. The airline industry is cutthroat, and Frontier is betting big that adding a sprinkle of “affordable luxury” will attract higher-paying customers. Naturally, Wall Street seems cautiously intrigued. Frontier’s stock is up a nice 3.88% today,  adding to its 13.47% YTD ascent. CEO Biffle is even more bullish, expecting this premium pivot to rake in $250 million by 2026 and more than $500 million by 2028. That’s a lot of cash for an airline that used to charge $5 for printing your boarding pass.

(Source: Travel–Leisure) 

In the end though, these “luxury” upgrades won’t be cheap. While Frontier promises to keep prices “affordable,” premium seating always comes with a premium price tag. Still, it’s bound to undercut the likes of Delta or United, making it an option for travelers who want a taste of first class without selling a kidney. But with first-class-style seats, upgraded loyalty perks, and more ways to cash in your miles, Frontier is blurring the line between budget and premium travel. Will it pay off? Who knows.

In the meantime, while Frontier tries to free itself of being the punchline of the airline industry (now that Spirit is out), let’s all enjoy the show. Place your bets accordingly, and as always stay safe and stay frosty, friends! Until next time…

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Stocks.News does not hold positions in companies mentioned in the article.