COVID-19: Frontier Airlines attempts to stimulate high season demand

The US ULCC Frontier Airlines has held a more positive view than most operators - that it could bounce back from the COVID-19 crisis in a reasonable period of time. As larger US airlines continue to warn that they will significantly shrink their operations, Frontier has made no such declarations.

In fact, the airline is adding 18 routes to its network for the US peak travel period, citing a strong uptick in summer travel demand. Obviously that remains off a low base, and even as most US airlines have concluded that demand bottomed out in Apr-2020, the rebound for the summer off that bottom of demand still does not change the general consensus that a recovery to 2019 levels will take at least three years.

Frontier's additions are mostly to Florida sun markets on routes where larger airlines have either cut service completely, or have significantly decreased their presence.

Perhaps Frontier sees an opportunity to attempt to entice restless customers with low fares. But competitors also seem to be adding back some flights on those routes, which could create an interesting pricing environment.