In an inventive twist on in-flight comfort, Frontier Airlines introduced UpFront Plus on Tuesday, a premium seating option designed to enhance passenger experience on its fleet of Airbus aircraft.
Scheduled to take flight on April 10, this novel service allows travelers to occupy seats in the foremost two rows, promising the luxury of additional space by eschewing the middle seat.
With a modest initiation fee of $49 for bookings finalized by March 20 for journeys spanning April 10 to April 30, UpFront Plus is set to redefine passenger comfort. The airline pledges four to five inches of extra legroom, a stark contrast to the standard seating arrangement, ensuring a more relaxed travel experience.
Despite its introductory nature, a spokesperson for Frontier emphasized that UpFront Plus “is not intended as a limited time offer,” signaling the airline’s commitment to sustained passenger satisfaction.
Airlines Push to Create More Revenue Through 'Creative' Seating
The move comes as airlines, ranging from budget operators like Spirit and Frontier to industry giants such as Delta, United, and American, explore innovative strategies to diversify their cabin offerings.
These endeavors aim to cater to a spectrum of customer preferences, either by introducing upscale seating options or by imposing fees for advanced seat selection.
Echoing a similar initiative, Spirit Airlines has been offering its passengers the “Big Front Seat,” an upgraded seating arrangement within its Airbus cabins. However, Frontier’s UpFront Plus distinguishes itself not through a new seat design but through a thoughtful reconfiguration of existing space for enhanced comfort.
Frontier's 'Per Seat Revenue' On the Decline
For budget carriers, ancillary fees play a crucial role in revenue generation. Frontier’s strategy, which involves charging additional fees for services ranging from seat selection to carry-on baggage, is indicative of the sector’s broader financial dynamics.
Despite a 22% decrease in average airfare revenue per passenger to $42 in the past year, Frontier reported a slight increase in nonfare revenue, reaching nearly $74 per passenger.
This approach underscores the airline’s endeavor to balance affordable travel with a laudable commitment to passenger comfort and convenience.