If you’ve been listening to airline earnings calls, Delta and United are doing well. Low cost carriers are not doing well. ‘Revenge travel’ may be drying up but premium demand has largely sustained.

We’re seeing this play out in airline marketing. Delta absolutely gutted SkyMiles elite status qualification and lounge access, though they’ve slowed the ‘pulling of the band aid off’. United for its part isn’t doing more for customers, they’re simply promising ‘no material changes’ for the year ahead.

They’re either taking things away from customers, or not doing anything differently. Business, to them, is good. Meanwhile Southwest Airlines has announced easier elite status and new program benefits, investing more in customers and loyalty.

Following this same path, Frontier Airlines is adding to its elite program. Towards that end they’re moving from 3 elite tiers (20k/50k/100k) to four tiers (Silver/Gold/Platinum/Diamond):

• A new, more accessible first status tier. Silver requires just 10,000 miles. There’s a huge pool of customers who ‘almost’ make status. Rewarding these customers gives them recognition and reinforces their loyalty, and gives them more achievable targets to strive for.

  Silvers get no change or cancel fees if more than 7 days to departure; standard seat assignments at booking; priority zone 2 boarding; and access to family pooling.

• Priority customer care for all elites which is significant for an airline that a year ago eliminated telephone customer service.

• Faster points-earning Instead of 25% and 50% points bonuses strictly for the two top elite levels, Silvers get 20%; Golds 40%; Platinums 60%; and Diamonds 100%.

• New 50k tier benefits Platinums get zone 1 boarding; a free carry on; free first checked bag including ski or golf bag; and free premium seat at check-in.

• Pet in cabin fee waived for Platinums and Diamonds

• Lower fares Frontier’s subscription “Discount Den” is 50% off for Platinums and included for Diamonds

• Second checked bag free for Diamonds

• Status gifting Platinums can gift silver and Diamonds can gift Gold

What’s amazing alongside a greater investment in status is that they are still offering one of the most generous status matches I’ve ever seen.

Anyone who has status with an airline.. a hotel chain.. or even a cruise line.. can match even if that status simply came with a credit card that you hold. Depending on your current elite level they will even give you top tier in their program, which is becoming Diamond. (It is not clear to me whether the ability to gift status is something that will apply to those matched in 2023, versus those who qualify in 2024.)

Frontier’s model is super cheap airfare, and a lot of add-on fees. But Frontier’s top level waives those fees and even makes tickets refundable and now even makes lower fares, second checked bag fees, and pet fees included. And they’re even willing to give those who matched in the past, for a fee.

They’ll match against 16 different airlines, 15 different hotel programs, and 15 different cruise lines. Southwest Airlines Companion Pass earned via credit card is good for what’s becoming Diamond status. Hotel and cruise programs only match up to Platinum – I love that Hilton Gold from a credit card will match to the Platinum level – but (1) those who do this match may be offered a buy up to top tier and (2) Platinum is going to come with more fee waivers and benefits than before!

Key things to know:

• The offer runs through December 31, 2023
  
• Matched status lasts through December 31, 2024
  
• There is a fee to apply for the match. This is a fee-based airline after all! It’s on-brand! They’re giving you status, you may never use it, and they’re outsourcing processing of the match request so there are costs.

  It’s $99 match to the 20k and 50k elite levels and $149 to match to top tier 100K status.

• If you did the 2020 or 2021 status match offers you can do it again for an additional $50.

You do have to enroll in the Early Returns program if you aren’t already a member. Match requests are processed within 72 hours, often sooner.

This offer could get pulled early, or be modified to limit matches to top tier, so you’ll want to jump on it. Especially since the benefits for those who have already matched and those who will match are going to be even better than before in 2024.