Last week Frontier Airlines celebrated the launch of nonstop service from Hollywood Burbank Airport (BUR) to three destinations. Denver (DEN), Las Vegas (LAS), and Phoenix (PHX). However after the announcement it became clear that the airline is shifting it's Southern California strategy.
Hollywood Burbank Airport Executive Director Frank R Miller said of the new flights:
We are excited that Frontier chose Hollywood Burbank Airport as its airport to serve the greater Los Angeles area.
The statement revealed that the airline would be operating flights from Burbank that would serve all of the immediate Los Angeles area, not mentioning LAX. The carrier later confirmed it's looking to cease service to the expensive Los Angeles International Airport (LAX).
Daniel Shurz, senior vice president at Frontier Airlines, stated the following:
“We’re thrilled to add Burbank to Frontier’s extensive route map with nonstop flights to Denver, Las Vegas and Phoenix. Frontier is focused on ‘Low Fares Done Right’ and our low fares combined with the convenience of flying from Hollywood Burbank Airport offers visitors and Southern Californians an unmatched travel experience this summer and beyond.”
Currently, the only flight out of Los Angeles International Airport not relocated to Burbank is a non-stop to Atlanta. That route appears to have moved to Ontario, California. Frontier launched the new service from Ontario to Atlanta, four times per week on July 16, bringing Frontier’s overall service out of Ontario to nine destinations.
Ultra-low-cost carriers (ULCCs) like Frontier Airlines are focused heavily on keeping costs down and catering to leisure travelers with the lowest fares possible. Airports like LAX are generally expensive to operate in and out of. Not to mention, Frontier Airlines does not get an ideal position and infrastructure at the airport, being relegated to Terminal 5.
Hollywood Burbank Airport has seen a lot of growth recently, which also means a lot of competition for Frontier, with startup airline Avelo taking off this summer, JSX's private jet flights for a low-cost price, and new Canadian carrier Flair.