Frontier Airlines, based in Denver, is launching six new routes from Fort Lauderdale-Hollywood International Airport, marking a significant expansion move that pits the carrier against South Florida's Spirit Airlines, once a takeover target, in the ultracompetitive low-fare market. According to NBC Miami, Frontier's new routes aim to capture customers with enticing fares as low as $29, serving major cities with three weekly flights, except for Houston, which will be weekly.
The airline's aggressive strategy includes expanding to top metropolitan areas in the U.S. and Latin America, with Frontier's President Barry Biffle stating, "Frontier is not just about delivering low fares — we've made major enhancements, from product upgrades to the most rewarding loyalty program, and investments in technology and service, as part of The New Frontier," in a statement obtained by the Sun-Sentinel. Josh Flyr, vice president of network and operations design, highlighted the goal to become the leading low-fare carrier in the top 20 U.S. metros.
New routes set to commence from Fort Lauderdale include trips to Baltimore, Chicago, Dallas, Detroit, Charlotte, and Houston, each selected to challenge Spirit Airlines directly, as Frontier overlaps with Spirit on 35% of its capacity. With promotional fares starting from $29 to $49, the deal appears to lure budget-conscious flyers, although tickets must be purchased by September 1, with blackout dates during peak holiday times, including Thanksgiving and Christmas season as per conditions outlined by the airlines.
Frontier's expansion at Fort Lauderdale comes at a time when Spirit Airlines continues to falter financially, having recently issued a warning of its ability to survive and having to draw down its entire credit line, Frontier appears strategically positioned to capitalize, having already scheduled additional flights in 20 U.S. cities, including Corpus Christi, Richmond, and a return to Tulsa, previously announced in a July 15-city initiative, attempting to draw more passengers and fend off larger full-service airlines that are exploiting their size and pricing for market share domination.
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