A number of customers are complaining about baggage fees (one customer complained that she already paid $20 on the outbound flight - why did she also have to pay $20 on the return for a checked bag). Customers say that next time, they will fly WN, as WN has no bag fees (of course, with some of WN's fares, these days, customers are paying for checked bags, whether they have bags, or not; the fee is just not broken out).

The pricing matrix, which shows fares for Economy, Classic, and Classic Plus, is not real clear for those who are not regular Frontier customers. They simply do not understand what benefits are included with each particular fare, only the price. Some people are not viewing the included amenities, which are visible on the pricing page when rolling over the fare classes. Though customers are given the option to upgrade, right before completing the purchase, I believe that most will just click through to complete the original, lowest fare option.

Of course, if a customer books thru Expedia, Orbitz, etc., Economy is the only fare option. But, for those booking directly with Frontier, there must be a better way of making passengers more aware of the bundled fare options and their intrinsic value.