LAS VEGAS -- Despite the undeniable success of their business model, ultralow-cost carriers (ULCCs) have long been a popular target of consumer complaints.
But as airlines come under increasing public pressure to more aggressively address their carbon footprints, Frontier is betting that it can turn the tight seats and nickel-and-diming that are endemic to the ULCC model into a public relations bonanza.
Speaking here at the International Aviation Forecast Summit at the Encore at Wynn Resort last week, Frontier CEO Barry Biffle unveiled the carrier's latest marketing initiative, its so-called Green Class, "designed to meet the growing consumer demand for sustainable air travel."
The primary benefit of the product, Biffle said, is that passengers will fly on the airline with the lowest fuel consumption per available seat mile of any U.S. carrier. Frontier said that it consumes 39% less fuel per seat mile than the average for major U.S. airlines.
Green Class, of course, isn't actually a new product at all. But the reasons Frontier leads the way in U.S. per-seat fuel efficiency have everything to do with the ULCC model of packing extra seats on aircraft, charging for carry-on bags and food and eschewing heavy seatback entertainment screens.
According to Trip Advisor's SeatGuru website, Frontier packs 180 seats into an Airbus A320. Fellow ULCCs Spirit and Allegiant have 182 and 177, respectively. That compares with just 150 seats on A320s flown by American and United, where seat counts are diminished by first class and extra-legroom coach products as well as by their somewhat more spacious standard economy products.
The ULCC model of charging extra for everything from drink service and snacks to carry-on bags also improves efficiency, namely by limiting demand and thereby reducing aircraft loads.
"We charge for carry-on bags. You're welcome, the planet thanks you!" read one slide from Biffle's presentation last week.
Frontier hasn't begun this assertive effort to draw attention to the environmental benefits of its discount business model on a lark. The move comes during a summer in which airlines around the world, concerned about increasing public scrutiny related to emissions, have pushed out environmental initiatives and begun delivering green-related messages at an increasing rate.
In Sweden, the flight-shaming movement, which encourages people to forsake flying for more fuel-efficient types of transit, has played a role in increasing passenger numbers at Swedish railways and reducing domestic passenger counts at Swedish airports. Meanwhile, France last month created a new airline ecotax.
Biffle cited consumer surveys showing the importance of sustainable travel to millennials as he introduced the Green Class campaign.
Frontier, which has a younger and more fuel-efficient fleet than domestic ULCC counterparts Allegiant and Spirit, is especially well positioned to brand itself as a green airline. Still, in an interview in Las Vegas last week, Allegiant CEO Maury Gallagher said that he'll be paying attention to the campaign's results.
"If it resonates with the flying community, we'll certainly be sensitive to that," Gallagher said.
Spirit CEO Ted Christie said that Frontier's messaging hits on a fundamental reality of the ULCC model.
"The truth of the matter is, it is cost-efficient and better for the environment the way we operate," he said.