A No-Frills Airline Is Getting Into the Premium Game [Video]

Frontier Airlines has come to the same conclusion as many of its peers: Premium is where the money is.

Frontier, the ultra-low-cost carrier owned by Frontier Group Holdings (ULCC), on Tuesday announced a slew of premium offerings it will be introducing in 2025—including first-class seats and free companion tickets—as part of “the next phase of its game-changing transformation.”

The changes include:

“We’ve listened to customers, and they want more—more premium options, like first class seating, attainable seat upgrades, more free travel for their companions, and the ability to use miles on more than just airfare,” Chief Executive Officer (CEO) Barry Biffle said. “These changes represent an exciting new chapter in our transformation into The New Frontier.”

Frontier, shares of which were recently down more than 5%, is the latest airline to come to the conclusion that customers are willing to pay more for a better flight experience.

According to presentation materials for Delta Air Lines’ …