Frontier Airlines Adds Unlimited Companion Travel Elite Perk: Worth It?

Frontier Airlines has just rolled out a lucrative new program, which I’m sure will interest some travelers.

Frontier Platinum & Diamond members get companion travel perk

Frontier Airlines has just introduced an unlimited companion travel benefit for Frontier Miles Platinum and Diamond elite status members — the companion just has to pay taxes and fees (starting at $5.60), but otherwise doesn’t have to pay a fare.

With this new benefit, eligible members can choose any friend or family member they wish, to accompany them on any Frontier flight, anywhere the airline flies. To book this, members need to be logged into their Frontier Miles account on the Frontier website or app. There’s no requirement to always travel with the same companion, so you could have a different companion with each trip, if you wanted to.

There’s no limit to how often this perk can be used. Companion travel is not permitted on GoWild! bookings (the carrier’s “all you can fly” concept), and the companion won’t earn any miles or elite status points for the value of the flight.

For context, Frontier Miles Platinum status requires 50,000 elite points in a year, while Diamond status requires 100,000 elite points in a year. It’s also possible to earn elite status through spending on Frontier’s co-branded credit card, at the rate of one elite point per dollar spent.

Here’s how Frontier Chief Commercial Officer Bobby Schroeter describes this:

“Our FRONTIER Miles Elite Status members enjoy the most rewarding loyalty program in the sky – and now, our Platinum and Diamond members can share the benefits with a companion on every Frontier flight. We are laser-focused on delivering real value and rewards to customers left behind by other airline loyalty programs, and our new companion travel shows our commitment to offering convenience, flexibility and our signature affordability.”

This is Frontier’s latest attempt to make flying with the carrier more lucrative. The airline has been greatly beefing up its elite perks, including introducing upgrades. Soon, Frontier also plans to introduce first class. We certainly can’t accuse Frontier of not trying to evolve!

I commend Frontier for its evolution, but will it work?

As we all know, ultra low cost carriers have been in a tough spot in recent years, as we’ve seen labor costs increase, all while the profitable demand for air travel has shifted to premium and long haul, with many profits coming from loyalty programs. Even the profitable airlines don’t have great margins on actually transporting passengers.

I have to give Frontier huge credit for the extent to which it has evolved its business model, as the airline is acting fast. The carrier seems to be heavily focused on attracting more passengers (fair enough!), but not on improving margins, which is also what’s needed.

For example, Frontier recently ran a promotion targeting Southwest passengers, by offering a free checked bag. I mean, that’s a nice promotion that leads to a great deal for some people, but it’s simply not sustainable to charge Frontier fares while also not generating ancillary revenue. And if you just offer passengers a free checked bag once, it’s also not likely to lead to repeat business.

Now Frontier seems to be focusing on increasing revenue from its loyalty program. However, Frontier will probably struggle to materially build market share there, given the carrier’s limited network, plus lackluster passenger experience.

One thing is for sure — if you just want the best deal and if Frontier’s route network works for you, there are lots of great deals to be had on the airline at the moment, as it tries to find its place in the market.

Bottom line

Frontier Airlines has rolled out a new companion travel perk for Frontier Miles Platinum and Diamond members. This is even more generous than Southwest’s Companion Pass offer, as you can change your companion with every trip. The only issue is that you actually have to fly Frontier, which doesn’t exactly have the most comprehensive network, or the most renowned customer service.

What do you make of Frontier’s new unlimited companion travel benefit?