Frontier Airlines passengers can now pay to guarantee an empty middle seat and extra legroom in the front two rows of the plane. Olivia Palamountain reports

Last month, ultra-low fare American carrier Frontier Airlines began offering customers the chance to upgrade their seating with “UpFront Plus” from US$49 per passenger, per flight segment.

Budget airlines recognise that even value-seeking customers will pay for perks. With Upfront Plus, passengers will get extra space and comfort in the first two rows of the aircraft.

Additional benefits include a window or aisle seat with extra legroom, a guaranteed empty middle seat, a quick exit upon landing and faster inflight service.

Customers can reserve their UpFront Plus seats through the Frontier Airlines mobile app or website.

Barry Biffle, CEO of Frontier Airlines, says: “Many consumers strongly prefer a seating option that offers extra space when flying. Frontier is all about choice and giving consumers the flexibility to customise their travel to suit their individual needs and preferences. UpFront Plus is a great option for those who want expanded personal space and extra comfort.”

The introduction of UpFront Plus seating is just one of the many ways the airline is working to enhance the travel experience for its customers.

It is now one of four seat options available on Frontier flights, alongside Premium (extra legroom and comfort), Preferred (quick exit, with seats located towards the front of the aircraft), and Standard seating.

Biffle adds: “With the recent introduction of our new Biz Travel For Less program, UpFront Plus seating will also provide an affordable upgrade option for those travelling on business seeking additional space.”

As the cost of living continues to rise, many travellers are re-evaluating their holiday budgets, with 27 per cent of people prioritising low-fare travel options in 2023, says data from Google Flights.

However, despite the challenging economic climate, some individuals are still willing to invest in comfort and luxury when it comes to their travel experiences.

This has led to a growing demand for elevated travel options, with some airlines introducing innovative solutions to cater to these preferences.

Air New Zealand, for example, has recently introduced Skynest bunks on its long-haul flights, allowing economy class passengers to sleep for up to four hours in specially designed pods, while PriestmanGoode has designed a new first class cabin for SWISS that helps VIP flyers feel healthier in the air.

Similarly, Qantas has announced plans to offer a Wellbeing Zone on its direct flights from Sydney to New York and London starting in 2025, providing customers with a dedicated space to meditate, rest or stretch during their journey.