Denver-based Frontier Airlines is swooping in to steal fliers disgruntled by losing perks from other airlines.

The low-fare company announced Tuesday it will offer free carry-on, seat selection, flight changes and a checked bag for a select time just as Southwest Airlines is ending its decades-long policy of offering two free checked bags for every passenger.

“Some airlines are walking away from what travelers love, but we’re running towards it. Think of this as the ultimate ‘divorce your old airline’ deal,” Barry Biffle, CEO of Frontier Airlines said in a news release.

The airline said all travel bookings beginning Tuesday through Aug. 18 will include the free economy bundle option offering a carry-on bag, seat selection and flight changes.

For flights departing between May 28 and Aug. 18, fliers can get a free checked bag using the promo code “FREEBAG.”

All bookings must be made by March 24 for the perks to be included — though the airline said it could keep the deal around if enough fliers take them up on their offer.

“If travelers show us the love, we’ll make these perks permanent,” Biffle said.

Southwest Airlines announced last week it would stop providing free checked bags unless fliers are in the upper tiers of its Rapid Rewards loyalty program, bought a business class ticket or have an airline credit card.

The new policy will begin May 28, when Frontier starts their promotion.

“You don’t need a promo code to avoid change fees, cancellation fees, view in-flight entertainment or bring along two carry-on items on Southwest,” a Southwest spokesperson said in an emailed statement. 

The spokesperson added the company looks forward to serving new customers “attracted to fare above all else,” and rewarding their most loyal fliers. 

“We have tremendous opportunity to meet current and future customer needs, attract new customer segments we don’t compete for today, and return to the levels of profitability that both we and our shareholders expect,” CEO Bob Jordan said in a statement when Southwest announced its checked bag changes. 

The shift comes less than a year after Southwest announced it would get rid of another one of its traditions: the open-boarding system.

Southwest, which stood out among airlines with its special perks such as bags flying free and open-seating, has struggled under pressure from activist investors wanting the company to boost profits and revenue. The airline announced last month it would cut 15% of its corporate workforce. 

Southwest is the second-largest carrier at Denver International Airport, following United Airlines. It made up 31% of the airport’s market share in 2024 with more than 25 million passengers.

Frontier, which was founded in Denver in 1994, is the third-largest airline at DIA. It made up 10% of the market share last year with 8 million passengers.

“At the end of the day, travelers just want to be valued,” Biffle said. “We’re bringing back the things people love about flying – free bags, free seat selection, and flexibility – without the extra fees. No games, just great value.”

Reporting from the Associated Press contributed to this report.