Frontier Airlines Unveils $69 Elite Gold Status Offer to Lure Rival Flyers

Frontier Airlines has come up with a new approach to attract customers.

In an effort to get more people to fly it, the ultra-low-cost carrier—whose parent, Frontier Group Holdings, has a ticker symbol of ULCC—unveiled a limited-time promotion offering Elite Gold status through the end of 2026 for members of four rival airlines’ frequent-flyer programs for $69.

The promotion is aimed at people who were part of the membership programs of Southwest (LUV), JetBlue (JBLU), Alaska (ALK), or Spirit (FLYY) as of Monday. Notably, it is not available to members of the three biggest U.S. airlines: Delta (DAL), United (UAL), or American (AAL).

Those approved for Frontier’s Elite Gold status will receive free carry-on bags, complimentary upgrades to UpFront Plus seats, and free seat assignments at booking—and could easily recoup the $69 charge with the purchase of a one-way fare, let alone a round-trip ticket, given the carrier’s business model of rock-bottom fares but high ancillary fees.

The new “benefits cannot be applied to existing bookings to replace ancillary selections already paid for,” the terms and conditions state. “Only where ancillary items such as seat selection or bags are not already paid for can the new status benefits be applied. No refund of these ancillary selections is allowed.”