Frontier Airlines is making a bold move to attract travelers by offering free checked bags for summer flights, directly targeting Southwest Airlines’ recent policy change. Southwest, long known for its two-free-checked-bags perk, announced it will start charging for checked luggage on May 28, ending a decades-long customer-friendly policy. In response, Frontier is running a limited-time promotion where passengers booking nonstop flights through March 24 for travel between May 28 and August 18 can receive a free checked bag by using the promo code FREEBAG.

Additionally, Frontier is offering economy bundles that include seat assignments and a carry-on bag without extra fees, making its fares more appealing compared to Southwest’s new basic economy model. Frontier CEO Barry Biffle called the promotion a “checkmate situation,” saying the airline is running toward what travelers love, while others are walking away.

Southwest, however, dismissed the promotion, emphasizing its larger network and lack of fees for flight changes, cancellations, and carry-on items. As major airlines increasingly adopt a la carte pricing and basic economy tickets, Frontier is betting that its customer-friendly perks will stand out in the competitive travel market.