In its latest move, Frontier Airlines is looking to separate itself from competitors by offering free flights for some kids.
An ultra-low-cost airline out of Denver, last week Frontier soft-launched a program to allow members of Frontier’s frequent flyer program book free tickets for travelers 14 years old or younger.
The “Kids Fly Free” benefit adds to other discounts and options the carrier includes in its Discount Den membership club, which costs $59.99 to join for 12 months.
The move helps cement Frontier’s effort “to being America’s affordable and family-friendly airline,” said a statement from Frontier President and CEO Barry Biffler.
“We’re the only airline going all out for families in this way – it’s exactly what we mean at Frontier by ‘Low Fares Done Right,” said Biffler.
At this time, the free tickets are available on 53 dates, all of the airline’s domestic non-stop flights on those days. The airline says it will make it obvious at booking what flights have free-seat availability.
The core customers for Frontier are budget-conscious, non-business travelers.
The airline averages more young travelers than most U.S. carriers and there are destinations, such as Orlando, Florida, that tend to see more kids tickets booked.
The free kids flight offer is intended to drive interest in joining the Discount Den club, Shurz said, and to emphasize ways in which Frontier Airlines can be family friendly that other carriers reliant on business travelers cannot match.
“We are also constantly looking for ways to differentiate our airline,” he said.
Additional family-friendly efforts include being able to pool seats during ticket purchasing, family boarding priority at its gates, and some itinerary options that reduce or waive ticket-change and cancellation fees.