Frontier's New Seating Upgrade Guarantees an Empty Middle Seat and More Perks

13.03.2024 - 17:21 / travelandleisure.com / Barry Biffle / Airlines

Frontier Airlines is guaranteeing a new way for travelers to snag the best seats in the house.

The airline's new seating upgrade, called “UpFront Plus,” allows travelers to purchase seats in the first two rows with a blocked middle seat, Frontier announced on Tuesday. UpFront Plus fliers will enjoy other perks besides having more legroom, such as being the first to get inflight service and access to quick deplaning.

Passengers can upgrade their seats to UpFront Plus on flights departing on or after April 10, 2024, on Frontier’s website or through the airline’s mobile app. To celebrate the new offering, Frontier is selling UpFront Plus upgrades at a discounted rate if purchased by March 20. Each upgrade is selling for a $49 introductory rate per flight segment for travel between April 10 and April 30.

“Many consumers strongly prefer a seating option that offers extra space when flying,” Frontier Airlines CEO, Barry Biffle, said in a statement. “Frontier is all about choice and giving consumers the flexibility to customize their travel to suit their individual needs and preferences. UpFront Plus is a great option for those who want expanded personal space and extra comfort.”

Frontier flies an all-Airbus A320 and A321 fleet with seats formatted in a 3-3 configuration. Rather than introducing an entirely new first class recliner seat, Frontier’s innovative UpFront Plus program guarantees that travelers have extra space onboard.  

Frontier is largely a leisure airline, connecting travelers to vacation hotspots at a low price. However, the news comes just weeks after Frontier announced its latest BizFare program to target more business travelers to travel with the airline, bundling benefits like free bags, waived change fees, and priority boarding. 

During the pandemic, airlines such as Delta, JetBlue, and Southwest blocked middle seats temporarily to reduce onboard capacity. However, Frontier’s latest initiative marks the first time a domestic airline allows travelers to pay to avoid middle seats entirely.

Frontier’s new program is more akin to a program that British Airways offers on narrowbody aircraft, used on short-haul flights within the U.K. and Europe. Marketed as Club Europe business class fares, these seats are located up front and have a blocked middle seat.