The Today in the Sky Blog is reporting that Frontier has rolled out a new pricing model on their website today.   The airline is an all coach service but now they are differentiating that service with the designations “Economy” (primarily a Southwest Airlines emulation but you pay for your luggage), Classic ( a reserved seat and DirecTV and no luggage fees) and Classic Plus (Classic with a snack).  There are other benefits and restrictions with each class.

While I do believe that product differentiation is the way to go for airlines in the future, I’m not sure this is differentiated enough to offer a customer a choice.  Yes, service and amenities grow as you pay more and that’s good but look at the Today in the Sky’s story and examine the pricing.  I’m not sure you are getting enough differentiation for the price differences charged. 

A coach passenger is buying on price, primarily and to make the product differentiated enough to entice the passenger into a higher price requires something substantive.  Is it DirecTV and a snack?  I suspect not.  I suspect that DirecTV is worth about $10 to the passenger and a snack is worth maybe $8.00.   Free checked baggage?  Well, for Frontier that might be a mistake since Southwest, their major competitor, already offers free checked baggage.  They don’t offer more legroom but their other major competitor, United Airlines, does and for a price differentiation that really might be a better deal.

Filed under: Airline News, Airline Seating, Airline Service by ajax