Frontier Goes Upmarket After Spirit Shutdown

DENVER, United States - Frontier Airlines has spent years being the carrier travelers picked because the fare was hard to ignore. Its new CEO wants to give them a few more reasons to click “book.”

James Dempsey, who assumed Frontier’s top job in January, is steering the Denver-based airline beyond its traditional bare-bones formula. First-class seats, Starlink Wi-Fi, improved reliability and a more compelling loyalty program are all part of the effort, according to The Points Guy.

The timing isn’t accidental. Spirit Airlines shut down in May, leaving an opening in the low-fare market and a pool of price-conscious customers looking for another option. Frontier plans to keep pursuing those travelers, but it also wants to become an airline passengers choose when it isn’t necessarily the cheapest ticket on the screen.

“I think there’s huge opportunity for us,” said James Dempsey, CEO at Frontier Airlines, according to The Points Guy.

Frontier Airlines Adds First Class and Starlink Wi-Fi

The most visible change will arrive in fall 2026, when Frontier plans to begin introducing first-class seats on its Airbus fleet, according to The Points Guy. That’s a substantial departure from the airline’s historical all-economy setup and a sign that even ultra-low-cost carriers see value in offering travelers a roomier, more expensive option.

Frontier also plans to roll out Starlink inflight Wi-Fi, marketed as some of the fastest internet available in the air. For an airline long associated with stripped-down service, adding premium seats and high-speed connectivity is more than a cabin refresh. It gives Frontier additional products to sell while making the experience more competitive with larger airlines.

“We’re adapting the airline for the playing field we’re on,” said James Dempsey, CEO at Frontier Airlines, according to The Points Guy.

The approach is fairly straightforward: preserve low base fares, then offer optional comfort and connectivity to passengers willing to pay for them. That model also gives Frontier more ways to engage frequent customers, particularly those enrolled in its loyalty program or carrying its co-branded credit card.

Loyalty Becomes More Important to Frontier

Frontier has upgraded its loyalty offerings over the past year, adding new ways for customers to earn and redeem miles and pursue elite status. The airline recorded a 30% year-over-year increase in credit card sign-ups during the second quarter, according to The Points Guy.

That result matters because the strategy isn’t limited to making a Frontier flight feel a little nicer. First-class seats and Wi-Fi can help the airline build a longer relationship with customers, encouraging repeat trips, mileage activity and credit card use.

“The fact that we’re giving significant value to customers, I think, will resonate over time,” said James Dempsey, CEO at Frontier Airlines, according to The Points Guy.

Of course, perks won’t mean much if the flight itself doesn’t operate reliably. Frontier ranked in the middle of the pack among U.S. airlines for on-time performance during the first half of the year, according to The Points Guy. Dempsey said it would likely take through 2027 to get Frontier’s operation into a strong position.

“We’ve taken a step forward. We need to take multiple steps forward from here,” said James Dempsey, CEO at Frontier Airlines, according to The Points Guy.

Spirit’s Shutdown Creates a Rare Opening

Spirit officially ceased operations in the early hours of May 2, 2026, after prolonged financial distress tied to high debt and fuel costs. Its exit removed one of the largest U.S. ultra-low-cost carriers from the market, giving Frontier and smaller budget airlines an opportunity to absorb price-sensitive demand.

The dismantling of Spirit also underscores how final the shutdown has become. During bankruptcy proceedings, Google agreed to buy Spirit’s internal business data for about $10 million for product development and artificial intelligence training, according to Reuters. Spirit’s former headquarters was sold for roughly $93 million as part of the asset sell-off.

For Frontier, the opportunity isn’t merely to replace Spirit with another bare-bones airline. Dempsey’s strategy suggests the carrier wants to redefine what an ultra-low-cost airline can offer, combining inexpensive base fares with premium seating, connectivity and a stronger rewards ecosystem.

The Booking Calculus Just Changed

Frontier’s challenge is a delicate one. Adding better seats, fast Wi-Fi and richer loyalty benefits can make the airline more attractive, but those investments can’t be allowed to erase the cost advantage that brings many passengers to Frontier in the first place. If the base fare stops being compelling, a nicer cabin alone may not close the deal.

For travelers, the sensible move is to compare the complete trip rather than the first number displayed. Frontier’s evolving product may offer better value for passengers who want low fares but are willing to pay selectively for comfort or connectivity. Loyalty members should also watch how first class and Wi-Fi interact with elite status, mileage redemption and cardholder benefits as the new products arrive.

Reliability deserves equal attention. A middle-of-the-pack on-time ranking is progress, but Dempsey’s own timeline suggests the operational work won’t be finished quickly. Travelers booking time-sensitive trips should continue weighing schedule and performance alongside price and perks.

Can Frontier remain genuinely cheap while becoming noticeably better? That’s the interesting part. Spirit’s shutdown has handed the airline an unusual opening, but former Spirit customers won’t stay merely because Frontier is still flying. Winning their loyalty will require the low fares they expect, plus an experience worth choosing again.