FlightHub and Frontier Forge Direct Link for Budget Travel

MONTREAL, QC – January 13, 2026 – In a move set to streamline the search for low-cost airfare, online travel agency FlightHub has announced a significant expansion of its partnership with Frontier Airlines. The collaboration introduces a direct API connection, giving travelers unprecedented access to the ultra-low-cost carrier's complete range of flights and ancillary products directly on FlightHub's platform.

This integration, which builds on a successful prior rollout with FlightHub's sister company JustFly, promises to resolve many of the frustrations consumers face when trying to book budget airlines through third-party websites. By connecting directly to Frontier's reservation system, FlightHub can now offer real-time pricing, richer content, and a wider selection of fares that were often invisible through traditional booking channels. The partnership aims to deliver a more transparent and seamless experience from search to checkout, marking a pivotal development for budget-conscious travelers.

“Our new direct connection with Frontier Airlines means customers can now access more low-cost fares and enjoy a seamless booking experience,” said Christina Allen, VP of Partnerships at FlightHub, in a statement. “This collaboration reinforces our commitment to using technology and partnerships to make travel more accessible for everyone.”

A Fix for the Budget Booking Headache

For years, travelers have navigated a fragmented landscape when booking flights with ultra-low-cost carriers (ULCCs). Traditional online travel agencies, which often rely on legacy Global Distribution Systems (GDS), have struggled to accurately display the full spectrum of ULCC offerings. This frequently resulted in data lags, price discrepancies, and an inability to purchase the à la carte ancillary services—like seat selection, baggage, and flight bundles—that are central to the budget airline model.

This new direct connection is designed to eliminate those barriers. By leveraging the International Air Transport Association's (IATA) New Distribution Capability (NDC) standard, FlightHub can now present Frontier's inventory as the airline itself would. This includes not only base fares but also the carrier’s various bundles and add-ons, allowing customers to see the total cost upfront and customize their journey without leaving the FlightHub site. The real-time nature of the API feed minimizes the risk of booking errors and ensures that the price displayed is the price paid.

The integration is a direct response to a common consumer pain point. By providing a one-stop shop for Frontier's complete offerings, FlightHub aims to capture a segment of the market that may have previously booked directly with the airline to avoid the complexities of third-party systems. This enhanced transparency is also a strategic move for FlightHub, which has previously faced regulatory scrutiny over pricing clarity and is now heavily emphasizing its commitment to a smoother, more transparent customer journey.

Frontier's Strategic Shift in Distribution

The partnership is equally significant for Frontier Airlines, representing a key component of its evolving digital distribution strategy. Historically, Frontier has relied heavily on direct-to-consumer sales, with its own website and mobile app accounting for the vast majority of its bookings. This approach allowed the airline to control its brand, maximize high-margin ancillary revenue, and avoid costly GDS fees.

However, the airline has recently embarked on a strategic pivot. In a notable move, Frontier exited the Sabre GDS in late 2024, signaling a clear intention to move away from legacy distribution channels in favor of modern, more efficient connections. The airline is instead embracing NDC and direct API partnerships to expand its market reach while retaining control over its product and pricing.

“This partnership further advances our digital distribution strategy as we continue to transform our airline and expand access to Frontier’s low fares and customizable travel options across more channels,” commented Bobby Schroeter, Chief Commercial Officer at Frontier Airlines. By partnering with major online players like FlightHub, Frontier can tap into a much broader audience of potential customers who begin their travel search on third-party sites, all without compromising its ability to dynamically manage its inventory and offers.

A New Competitive Battleground for OTAs

For FlightHub, this integration is more than just a new feature; it's a calculated move to secure a competitive advantage in the crowded online travel market. By positioning itself as a technology-driven leader, the Montreal-based company is betting that superior access to ULCC inventory will set it apart from rivals. FlightHub is among the first major OTAs to establish this level of direct integration with Frontier, reinforcing its reputation as an innovator.

The broader industry, however, is not standing still. The shift toward NDC is a sector-wide trend, and Frontier has been actively forging similar partnerships with other travel technology companies, including Fareportal (parent of CheapOair and OneTravel), Hopper, and the Etraveli Group. This suggests that direct API connections are rapidly becoming the new standard for distributing ULCC content, turning it into a crucial battleground for market share among OTAs.

As one of the first to bring this enhanced Frontier integration to market, FlightHub gains an early-mover advantage. The success of this partnership will likely be monitored closely by competitors, potentially accelerating the adoption of direct-connect technology across the industry. For travelers, this heightened competition is welcome news, promising a future where finding and booking the best budget-friendly travel options is simpler and more reliable than ever before. The enhanced integration is now live on FlightHub.com, opening up new avenues for affordable exploration.