Frontier Airlines today announced it has lowered fares and simplified its fare structure by offering only two types of fare options – Economy and Classic Plus – effective for all tickets purchased on or after April 28, 2014.

The lowest Economy fares have been reduced by an average of 12 percent on every nonstop route Denver-based Frontier flies. Frontier has simplified its fee structure for carry-on bags, checked bags, and seat assignments. As a result, the Economy fare is now fully unbundled, enabling customers to choose and pay for only the products they want to truly customize their flight.

The move smacks of the way Spirit Airlines conducts its business. The good news is, Spirit’s business model has made it the most profitable airline in the U.S. The bad news is, according to a report released by the U.S. Public Interest Research Group (PIRG), Spirit Airlines passengers are most likely to complain about their experience, as the carrier generates the most complaints for its size and generates an increasing number of complaints each year.

It’s a gamble Frontier is willing to take.

“With an unbundled product, customers can save even more by choosing to pay for only the products that they want, allowing them to customize their flight experience for each and every flight,” said David Siegel, CEO of Frontier Airlines.

The pricing breakdown for Economy fares purchased on or after April 28, 2014, Frontier carry-on bag prices will be priced as follows:

• Frontier’s Discount Den member booking at FlyFrontier.com: $20
• Non-member booking at FlyFrontier.com and Reservations: $25
• Web check-in at FlyFrontier.com: $25
• Airport kiosk, agent or concourse kiosk: $35
• At the gate: $50

Discount Den is Frontier’s new travel savings club. Members will receive $5 savings on Frontier’s lowest carry-on and first checked bag prices as well as special deals via email. To enroll in Frontier’s Discount Den, customers must be EarlyReturns members. Current EarlyReturns will be automatically enrolled and all who join will receive complimentary membership in Frontier’s Discount Den through June 30, 2015, after which time Discount Den memberships will be available for sale.

For all Economy fares purchased on or after April 28, 2014, the following options will be available for customers choosing their seat:

• Booking at FlyFrontier.com: Standard seats $3; select seats $5; stretch seats $15+, subject to availability
• At check-in (web, kiosk, or airport: Standard seats $8; select seats $15; stretch seats $15+, subject to availability
• Frontier chooses your seat: Free

For those customers that want flexibility with the most amenities, Frontier continues to offer the Classic Plus fare, which includes a fully refundable ticket, no change fees, extra leg room with stret seating, one free-checked bag, and one free carry-on bag.

The carrier will no longer have a GDS-only fare. It's Classic Plus and unbundled economy seats will be available on the GDSs.

 To sign up for the Frontier Discount Den, visit FlyFrontier.com/DiscountDen.