US: Frontier Airlines launches unlimited travel pass - How has the airline done in recent years?

American ultra-low-cost carrier, Frontier Airlines, has announced a ‘Go Wild! All-You-Can-Fly’ pass which allows flyers to book “an unlimited number of flights” to domestic and international destinations between May 2, 2023 and September 30, 2023. Flyers will not be eligible for the pass during certain “blackout periods” each month. While the pass itself costs $399, customers will have to pay $0.01 in airfare, in addition to applicable taxes and charges “at the time of booking.” 

The airline had introduced an unlimited year-long pass last year and renewed it at a different price point this year. How do Americans perceive Frontier Airlines? 

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Frontier Airlines’ Current Customer scores remained unchanged between January 1, 2020 and February 6, 2023. 

But Americans do report flying with Frontier Airlines over the last couple of years, they don’t necessarily recommend the airline to others - let alone rank it high in terms of value or quality. 

For instance, the brand’s Recommendation score - which identifies brands that consumers tell their friends and colleagues to avoid and those they recommend to them - started from under zero at the beginning of the observation period on January 1, 2020. The score was observed to be in positive territory intermittently between January 2020 and July 2021. Since July 2021, Recommend scores have failed to recover enough to reach zero, and eventually re-enter positive territory. 

American’s opinions aren’t consistent on whether they see Value in flying with Frontier Airlines’. The Value score - which measures whether the brand represents poor or good value for customers’ money - went from a net score of 2 on January 1, 2020, up to 4 on July 15, 2020 and was 0 on February 6, 2023.

Finally, the brand’s Quality score - which measures whether the brand represents poor or good quality - began 2020 in the negative. The net score for the metric was -5 as on February 8, 2023. 

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Methodology: YouGov BrandIndex collects data on thousands of brands every day.

Frontier Airline’s Current Customer score is based on the question: Have you purchased a flight from any of the following airlines in the past 12 months? And delivered as a percentage. Its Recommendation score is based on the question: Which of the following airlines would you recommend to a friend or colleague? / Which of the following airlines would you tell a friend or colleague to avoid? And delivered as a net score between –100 and +100. Its Value score is based on the question: Which of the following airlines do you think represents good value/poor value for money? And delivered as a net score between –100 and +100. Its Quality score is based on the question: Which of the following airlines do you think represents good quality / poor quality? And delivered as a net score between –100 and +100. Scores are based on an average daily sample size of 5571 US adults between 1  January 2020 and 6 February 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.

Photo by Miguel Ángel Sanz on Unsplash