Frontier’s Foray Into Overpriced Routes

Frontier Airlines has some ambitious expansion plans for 2016.

Starting this spring, the discount carrier will add a plethora of new routes to cities where it sees unrivaled potential to undercut the industry’s biggest players.

In January, Frontier announced 56 new routes and 42 new markets it will debut by June. That’s a whopping 40 percent increase from the carrier’s tally of 120 routes it now offers. Figures also represent a 20 percent increase in total capacity. The Denver-headquartered carrier will fly many of the new destinations three or four times a week.

Frontier said the aim is to connect medium-sized cities to larger airports on routes that are overpriced, overlooked, and underserved. In short, Frontier is targeting routes that typically don’t face much competition. The plan is to bring Frontier’s low basic fares to individuals who otherwise wouldn’t fly the no-frills airline.

Presently, Frontier accounts for a mere sliver of the U.S. air-travel market. But its new growth plan will give it a bigger piece of the pie. Frontier’s fresh foray is also expected to intensify the battle between discount carriers and the industry’s behemoths.

Some of the new routes Frontier is tapping have no non-stop competition. Others mainly serve business flyers.

The new routes will originate from cities including Austin, Colorado Springs, Denver, Las Vegas, Milwaukee, Orlando, Philadelphia, Pittsburgh, and San Antonio. Many will land in larger cities like San Francisco, Chicago, and Atlanta.

By undercutting prevailing fares, Frontier believes it can lure more people to fly its routes.

The new flights begin in May and June. Frontier is offering special introductory fares starting at $19 one-way on the new routes.