Frontier Airlines EarlyReturns - F9's Strategy to Capitalize on UA Changes?

I'm 2P on UA, and will not be flying them anymore due to the essential elimination of benefits for flyers with less than 50k miles of annual flying.

The one UA hub this could really impact is DEN, because many of us 2Ps don't fly much internationally, and UA's re-emerging focus on int'l will likely elevate EWR, IAH, SFO, and ORD at DEN's expense. That said, what's F9 doing about this?

I'm going to fly F9 more now because CP is a much better deal than paid E+ on UA. But I'm curious what they'll do, if anything, to try to take more share from UA in DEN.

Don't expect them to do anything. F9 is the least proactive airline in the country.

Although it may seem like they should "do something" in response, it's not necessarily a simple or wise decision for a few reasons:

(1) There are more competitors than just United. And while UA is obviously a huge competitor in Denver, so is Southwest. And so are a number of other airlines in other markets. Southwest might well be a bigger target.

(2) It's hard to specifically exploit a perceived trend that a competitor is getting worse, or undervaluing a market, or similar. It's hard to say effectively "is United getting crappier? Come to Frontier" The most effective competitior-focused marketing is based on something concrete to dig into. However.....

(3) When you do exploit a concrete difference, like specifically comparing F9's program to harsher new rules of United's, you essentially tie your hands to ever change course. Any specific you point out between Frontier's program and United's can't really be changed without looking like a bait-and-switch artist. Think about the baggage fees. If you push a fee difference (like cheaper bag fees) then you can never decide otherwise without looking like a fool or worse.

(4) Marketing shouldn't be too reactive because it distracts from the ongoing advertisting campaigns. There are only so many marketing dollars to spread around, and too much reactive marketing takes away from what else they're doing. That's not to say that there is never a situation where reactive marketing is the right course, and this could be a instance. But not necessarily so.

So while it might seem to make sense for Frontier to roll out some new ads trying to poke at United's lessened benefit for lower-tier FF members, I'm not sure that makes sense. What they can do without any of these pitfalls is continue to push things they are already including in advertisting. There are spots already out there which speak of Frontier's low elite requirements, and others which push the benefits of stretch seating and classic/classic plus. Putting those specific ones into higher rotation in Denver...which may already be happening or is in the works...might be a better response than trying to whip up something specifically jabbing United's change.

I'm not in DEN to know if they are already doing this. Not something I've perceived here in MKE, although UA is a distant also-ran here even when CO is folded in so it probably doesn't make sense.

I did see a new billboard today for Frontier in MKE but didn't quite catch what it said (it was an electronic one and I caught it shortly before it changed) but it's one I have not seen around here before.

Frontier does already market their classic/classic plus product, and other ads I've heard recently (not in DEN of course since I'm not there) have pushed Frontier having among the easiest to reach elite levels. So they are already pushing those differences.

And what exactly does Frontier offer to compensate for jilted UA MP members?

*Token presence outside of DEN.
*No premium cabin.
*No alliance presence and limited reciprocity with other networks.
*Currently paring down destinations.


The real winner in the DEN market is WN. Only they have the both the volume in DEN plus the network size to really overlap UA in the domestic sphere.

FF redemption options are huge for FFers and VFFers.

Unless Frontier joins and alliance (highly unlikely) or works out some way for its members to redeem points for trans-oceanic travel (like Midwest did and like Alaska does), I can't see it being a serious contender for the loyalty program crowd.

UA's miles can take you anywhere in the world - Frontier's miles can't take you anywhere Frontier doesn't fly.

I live in MKE and would do better to fly Frontier - but I still stick with *A and its connections. That annual fancy business class trip to Asia that I otherwise could never afford is worth the hours spent in PHX/DEN/PHL/EWR etc.

(2) It's hard to specifically exploit a perceived trend that a competitor is getting worse, or undervaluing a market, or similar. It's hard to say effectively "is United getting crappier? Come to Frontier"


There's nothing difficult in addressing the changes in a competitors product. Asking UA pax "Are your disappointed in UA's MP changes?" isn't the problem. The problem for F9 is asking them to "Come to Frontier" when F9 has a real weak FFP program and no comparable hard product.

Putting more of their existing ads in the rotation, in DEN, that emphasize stretch seating, may be an easy tweak.

Personally, I like that stretch seating is generally less expensive than UA E+, for non-elites. And now that you can't get UA E+ until 24 hours if you are sub-50K, makes CP at booking even more of a value.

And now that you can't get UA E+ until 24 hours if you are sub-50K, makes CP at booking even more of a value.

especially with no change fees!

And no one else w/ a status tier FFP besides F9 offers E+. But I bet many
of the UA 2P refugees connecting through DEN don't know much about F9 besides the animal tails.

I don't get how such a great product can be so poorly marketed. I understand that BB is shopping this thing around, but you have to run a business as a going concern, not wait for an offer from B6 you like. F9 is such a great deal for the 25-50k a year flyer using DEN, they need to market this specific feature the way WN focuses ad campaigns on no bag fees. E+ with free TV and no change fee is worthy of just a little more promotion than it's getting right now.

F9 is such a great deal for the 25-50k a year flyer using DEN^ Amen!

Few things I like about Frontier...

I like how Frontier has pricing that is never "crazy" and classic/classic plus has some awesome features that make me consider purchasing the ticket every time. This is a win for consumers, and travel in the FF network.

Reward redemption's are only 25k round trip. Plus CP fares accumulate miles so quick you just can't help but consider those miles worth SOMETHING (either on points.com or for redemption)

A319's aren't a bad ride and neither are ERJ's. In fact I find United to have some pathetic routes. Like ORD - SLC in a CRJ. Meanwhile Frontier is an A319 the entire way there.

Operationally it is kind of weak that one of their hubs can be taken out for a winter storm and it can cause huge disruptions (weak statement). But many of their competitors have hubs in warmer climates. I haven't had a storm in Denver throw my whole vacation in a bind yet, but it is very possible. *Everything rides on Denver*

I am given the choice of AA, F9, United, Delta, and Airtran. But Frontier just keeps competitively pricing themselves at times. To the point where I can ride CP cheaper than economy on a big alliance airline.

I am given the choice of AA, F9, United, Delta, and Airtran.
Airtran becomes Southwest not long after Continental becomes United.

Don't expect them to do anything. F9 is the least proactive airline in the country.

Clearly you are not familiar with American Airlines.