On June 22, 2009, Frontier Airlines announced that pending bankruptcy court approval, Republic Airways Holdings, the Indianapolis-based parent company of Republic Airlines, would acquire all assets of Frontier Airlines for the amount of $108 million. Thus, Frontier Airlines would become a wholly owned subsidiary of Republic. However, 5 weeks later on July 30, Dallas-based Southwest Airlines announced that it would be making a competing bid of $113.6 million for Frontier with intentions to also operate Frontier as a wholly owned subsidiary, but that it would gradually fold Frontier resources into current Southwest operating assets.
In 2014, Frontier announced it would be transitioning into an ultra-low cost carrier. Frontier will also cut several flights and jobs at their Denver hub and transition them to different markets. On January 16, 2015 Frontier announced that it will close both its Denver and Milwaukee call centers, laying off 1,300 employees and outsourcing the jobs to call center company, Sitel, which operates a large call center for Frontier in Las Cruces, New Mexico. As part of its transition to an ultra-low-cost airline, Frontier Airlines joined Spirit and Allegiant in June 2015 in removing its toll-free telephone number for customer service.
Frequent flyers of jetBlue Airways can benefit from the airlineï¿½s loyalty program, TrueBlue. The carrier takes a high-tech approach to their "flight gratitude program," skipping membership cards and paper mailings in favor of online operations. Points earned through jetBlue or its partners do not expire, as long as the member flies with the airline at least once per year. Points are earned for flights booked, with members accumulating three points for every dollar spent on a jetBlue service. The carrier awards double points if members book online.
On September 9, 2014, Frontier introduced an updated livery, as part of a rebranding that saw the spokesanimals' roles increase. The new livery reintroduced a green "FRONTIER" typeface to the fuselage, featuring the stylized "F" designed by Saul Bass for the original Frontier in 1978. Each aircraft features the name of the animal featured on its tail near the nose of the aircraft for easier identification. Currently about twenty five aircraft in the Frontier fleet feature the new livery.
On March 22, 2010, jetBlue announced it would remain in the New York City area, in Long Island City, because of the airline's historical links to the city, the cost of staff relocations, the airline's desire to retain access to financial markets, and because Aer Lingus and Lufthansa, jetBlue's marketing partners, fly into JFK Airport. jetBlue planned to combine its Forest Hills and Darien, Connecticut offices, together about 1,000 employees, into about 200,000 square feet (19,000 m2) in the Brewster Building by mid-2012.
Dave Siegel took the chief executive officer role in January 2012. Siegel's tenure ran through May 2015, when he left for personal reasons and was succeeded by the company's chairman, Bill Franke, who would manage strategy and finances. In April 2014, Barry L. Biffle was appointed as the company's president, reporting to Siegel; after Siegel's departure, Biffle was charged with managing the company's day-to-day operations.