Frontier Airlines Finale Keynote Unveils Roadmap to Ultra-High Value Travel
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As APEX TECH 2025 came to a close, Frontier Airlines Chief Commercial Officer Bobby Schroeter delivered the finale keynote with a bold vision for the future of low-cost travel. Speaking to an audience of technology and passenger experience leaders at LAX, Schroeter outlined the airline’s evolution from an ultra-low-cost carrier into what he defined as an “ultra-high value” airline focused on comfort, personalization, and affordability. His remarks aligned with major themes that will continue at APEX FTE EMEA / Ancillary in Dublin in June, where airline leaders will examine loyalty, inflight connectivity, and revenue innovation in a fast-changing landscape.
“We obsess about cost,” Schroeter began. “Because we obsess about keeping fares low. That has always been the DNA of this company.”
The keynote, titled Frontier Airlines: Advancing the New Frontier in Passenger Experience, brought a sharp focus to how Frontier intends to embrace new technologies, elevate customer satisfaction, and generate sustainable revenue—all while protecting its low-fare foundation.
“We want to get into connectivity,” he stated. “We’re exploring partnerships right now, and we’re going to do it the Frontier way.”
The Frontier Way: Lean, Smart, Connected
While other U.S. carriers have adopted inflight connectivity across their fleets, Frontier remained one of the last major airlines without it. Schroeter acknowledged the gap but framed it as a deliberate decision grounded in operational efficiency and evolving technology.
“Back when connectivity first emerged, it was expensive, heavy, and didn’t align with our mission,” he said. “Now, the technology has advanced. Equipment is lighter, install times are faster, and the experience is better.”
He emphasized that Frontier will only move forward when it can deliver home-quality Wi-Fi service to passengers.
“We’re not going to give our guests a mediocre experience,” he said. “When we launch connectivity, it will match the quality people get in their living room.”
Dr. Joe Leader, APEX Group CEO, highlighted the opportunity to embrace low-earth-orbit satellite networks as a path to better performance and faster rollout. Schroeter agreed but noted limitations in the current market.
“LEO systems like Starlink bring great potential,” he said. “But the challenge is that the ecosystem is still developing. There are not a lot of providers yet, so you don’t have the same competitive pressure driving down cost.”
Frontier is actively seeking a model tailored to its unique configuration and operational style.
Digital Strategy Built for Value and Speed
One of the strongest messages from the keynote was Frontier’s deep investment in digital platforms to enhance customer experience and drive efficiency.
“Eighty percent of our passengers check in using the mobile app,” Schroeter shared. “That’s not just convenient. It saves us money and helps customers avoid lines.”
The app continues to evolve as Frontier’s primary digital touchpoint. Schroeter said the company is rolling out generative AI in its customer support systems and is now seeing improved customer satisfaction scores.
“The customer satisfaction score is actually higher than with a human agent,” he said. “Speed matters, and these tools deliver answers fast.”
AI also plays a growing role in backend systems, helping Frontier identify maintenance issues and optimize aircraft performance in real time. On the commercial side, personalization is central to Frontier’s digital strategy.
“We’re using AI to tailor offers, highlight ancillary products, and recommend upgrades,” he said. “But that’s just the beginning. When we bring connectivity on board, the personalization opportunities multiply.”
Personalization at Every Step
Personalized experiences are becoming a cornerstone of Frontier’s strategy. Schroeter described his vision for connectivity-enabled journeys where each passenger receives targeted communications and rewards.
“We want to thank passengers when they hit loyalty milestones,” he said. “If they are an elite loyalty member, we want them to know we noticed.”
He added that inflight connectivity will allow for expanded touchpoints, including recognition of elite status and tailored offers for food, beverages, and entertainment.
“You already experience this kind of personalization from companies like Amazon,” Schroeter said. “We intend to bring the same mindset to air travel.”
Entertainment Without Screens
Although Frontier does not offer embedded seatback screens, Schroeter said the airline is actively looking into content partnerships that allow passengers to stream entertainment on their own devices.
“We don’t have seatback screens. Our guests bring their own,” he said. “But that doesn’t mean they shouldn’t have access to great content.”
He mentioned discussions with content service providers about partnerships that could offer streaming options and curated libraries directly to passengers’ phones or tablets.
“If it enhances the experience and fits with our model, we’re going to explore it,” he said.
Frontier’s model aims to balance comfort and simplicity. Any new feature must be easy to use, efficient, and cost-effective.
Free Connectivity Powered by Advertising
Schroeter emphasized his desire to offer free connectivity to every Frontier passenger without raising fares. One of the key solutions under consideration is inflight advertising.
“I would love for every passenger to have free connectivity,” he said. “Advertising can play a big role in that. We’re exploring several models now.”
The vision includes ad-supported connectivity, elite status access tiers, and partner-subsidized offerings. Schroeter said all these tools could help Frontier achieve its goal.
“We’re working toward a solution where guests have a home-like experience in the sky—without having to pay extra for it,” he said.
Cabin Redesign Anchored in Comfort and Light Weight
Frontier’s new premium seat offerings are scheduled to roll out later this year. The updated cabins feature redesigned first-class-style seating with advanced materials and improved ergonomics.
“These are not legacy first-class seats,” Schroeter said. “They are built for comfort and efficiency.”
Memory foam and dual-density padding will create a softer experience for short-haul flights and proper support for longer ones. Curved seatbacks provide more legroom without increasing seat pitch.
“We’ve worked hard on curvature, pressure points, and materials,” he said. “It’s about unlocking comfort without adding weight.”
“The customer experience is front and center,” he said.
Loyalty as a Strategic Lever
Frontier recently launched a redesigned loyalty program focused on ease of earning, elite recognition, and everyday value. Schroeter said the goal is to unlock new revenue while building long-term relationships.
“Legacy carriers earn thirty to forty dollars per passenger just from their loyalty programs,” Schroeter said. “We earn less than three.”
The new program includes faster elite qualification, unlimited companion travel for top-tier members, and a high rate of seat upgrades.
“With just four thousand dollars in annual spend, you can reach platinum with us,” he said. “That’s better than the first tier on most airlines.”
He noted that eighty percent of platinum flyers now receive premium seat upgrades. “You’re not number seventy-two on a waitlist. You actually get the seat,” he said.
The App as Central Command
Schroeter described the mobile app as the airline’s future hub for all customer interactions. He wants passengers to use it from booking through post-travel follow-up.
“The trip starts the moment someone begins thinking about travel,” he said. “We want the app to support them from planning to destination.”
Upcoming enhancements could include local recommendations, maps, and day-of-travel services. Schroeter sees the app as the unified interface for the connected aircraft era.
“Passengers should not have to learn a new system every time they board,” he said. “The app will unify the experience across platforms.
The 2030 Vision
When asked to describe his vision for Frontier Airlines in 2030, Schroeter shared a focused and optimistic roadmap.
“First and foremost, we will continue to offer incredible fares,” he said. “But the experience will go far beyond what people expect from a low-cost carrier.”
He described a future where Frontier competes not only on price, but also on technology, service, and customer engagement.
“By 2030, our guests should feel like every part of their journey was designed around them,” Schroeter said. “And we’ll still be the best value in the sky.”
Q&A: From Revenue to Europe
During the Q&A session, Dr. Leader asked about inflight advertising as a way to cover connectivity costs.
“I would love to make connectivity free for everyone,” Schroeter reiterated. “Advertising can help us get there. It’s on the table.”
A second question asked about European comparisons and hub strategies. Schroeter shared that while Frontier has historically flown point-to-point, it has adopted more out-and-back flying to improve connectivity.
“We’re now at eighty percent out-and-back flying,” he said. “It’s creating more relevance in our key cities and better options for our guests.”
He also responded to a question about loyalty differences between U.S. and European carriers.
“Europe is a different landscape,” he said. “Without interchange fees, they can’t build loyalty the same way. But here, it’s a major revenue stream.”
He explained that loyalty will be central to Frontier’s growth. “If we can go from three dollars to ten per passenger, it changes everything,” he said.
Closing Question: Can an Airline Be Premium Without Screens?
As the session concluded, Dr. Leader posed a direct question to Schroeter.
“Can an airline truly be premium without offering seatback screens?”
Schroeter responded with clarity.
“Premium is about the total experience,” he said. “It’s about personalization, speed, comfort, and connection. You don’t need a screen on the seatback to make someone feel valued. But you do need to meet them where they are.”
Dublin: The Journey Continues
Frontier’s closing keynote served as a powerful bookend to APEX TECH 2025 and a natural precursor to APEX FTE EMEA / Ancillary in Dublin from 11-12 June. There, recent Spirit Airlines President and CEO Ted Christie will open the event with a strategic keynote on ancillary innovation and loyalty transformation. The themes of revenue diversification, digital platforms, and traveler personalization will continue to guide the conversation across both sides of the Atlantic.
Looking Ahead to 2026
With two days of strategy, insight, and innovation behind them, APEX TECH attendees now look forward to the next evolution. Mark your calendars: APEX TECH 2026 returns to Los Angeles on January 28–29, 2026 focused on the transformative passenger experience technology changes in our quickly advancing industry.