Frontier Adds Viator Tours, Pushes Trip Spending Past Airfare

Frontier Airlines has launched a partnership with Viator that lets travelers book tours, activities, and excursions on FlyFrontier.com.

The airline announced the deal on April 1, saying customers can now browse more than 425,000 experiences, from sightseeing tours to adventure activities, through its website.

Loyalty rewards help Frontier sell more beyond the flight

Frontier Miles members can earn 4 miles for every dollar spent on eligible bookings. To receive the miles, travelers need to enter their Frontier Miles number at checkout. The reward is added after the activity is completed.

The partnership gives Frontier a new product to sell alongside flights and other travel extras.

The deal fits Frontier’s low-cost business model

Frontier is an ultra-low-cost airline, so low base fares are only part of how it makes money. Like other airlines in this segment, it depends heavily on extra revenue from add-on products and optional services.

Frontier can offer destination activities without building its own tours platform or managing the product itself. Viator already provides the inventory and booking system, while Frontier adds another revenue opportunity to its website.

Viator gains earlier access to travelers planning their trips

Many travelers book activities after buying a flight. By appearing directly on Frontier’s website, Viator can reach them earlier, while they are still planning the trip.

Tours and activities have become a more important part of travel retail. They are easier to scale through digital marketplaces and help travel companies grow revenue without incurring the cost of operating flights or hotels.

The model also helps operators that sell through Viator, because it puts their products in front of airline customers who may not have searched for a separate activities platform.

The offer is now live and points to a broader travel retail trend

TripAdvisor’s 2025 results say experiences bring 30 percent of Profit, which shows that its experiences business, including Viator, generated nearly half of the group’s revenue and 30 percent of its profit in 2025. Frontier is trying to keep more trip spending inside its own ecosystem, while Viator gains another strong distribution channel.

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