Frontier Airlines Takes a Hostile Stand on Baggage Policies

Frontier Airlines Takes a Hostile Stand on Baggage Policies

Frontier Airlines has a reputation for being a low-cost, no-frills airline that operates on an a la carte model. Passengers pay extra for add-ons such as seat assignments, checked bags, and full-size carry-ons. This model allows passengers to pick and choose which add-ons they need, offering the lowest possible fare. However, the problem arises when passengers don't know or try to evade the baggage rules, leading to tense situations at gates where passengers and airline employees have yelled at each other.

Frontier Airlines Senior Vice President Daniel Shurz spoke about this issue in a recent interview with Travel Weekly's Robert Silk. Shurz acknowledges that the biggest challenge for Frontier appears to be the difference between a "personal item" and a "carry-on" bag. Both are carried on the plane by the passenger, but the carry-on bag comes with an added fee (that's higher at the gate than if you paid for it before boarding).

To clarify what the airline means by a personal item, Frontier defines it on its website as "size: 14"H X 18"W X 8"D including handles, wheels, and straps," adding that it includes items such as purses, totes, computer bags, briefcases, diaper bags, and kids' backpacks. The airline makes it clear that the size of your personal item will be checked during boarding, and items larger than the allowed dimensions are subject to an additional charge.

Frontier has a problem in that some people simply don't understand the rules, while others may have a purse or laptop bag that exceeds the size allowed. This forces the gate agent to check the bag and ask that the passenger pay. Shurz believes that the enforcement of the policies will eventually solve the problem. However, he also has a harsh view of his customers, accusing them of "stealing" when many may simply not know or understand the policies.

Shurz says that as prices for bags rise, the incentive for customers to try and evade the policies goes up. He believes that Frontier's incentive to make sure it treats everyone fairly and equitably also goes up. He also thinks that having decided to get more consistent in enforcement, customers will notice, and they'll save money if they just buy the product they need when they first buy the ticket. Once this message is fully socialized, no matter what the price, there will be fewer customers trying to get away with not paying for the bag.

While Frontier's approach to protecting its revenue by enforcing baggage policies is understandable, its aggressive stance may not sit well with passengers. Accusing customers of "stealing" when many may simply not know or understand the policies is a bit harsh. Passengers who feel they've been treated unfairly may choose to fly with other airlines.

In conclusion, Frontier Airlines' aggressive approach to protecting its revenue by enforcing baggage policies and accusing customers of "stealing" may not be the best way to handle the situation. While the airline operates on a low-cost, no-frills model, its hostile stance may drive away customers who feel they've been treated unfairly. The airline could benefit from finding a more customer-friendly approach to enforcing its policies.