On September 9, 2014, Frontier introduced an updated livery,[86] 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.

In May 2005, the airline's holding company, Allegiant Travel, completed a private equity placement worth $39.5 million that was funded by the investment firms of ComVest and Irelandia II.[16] In November 2006, Allegiant filed a registration statement with the Securities and Exchange Commission in anticipation of a planned initial public offering of its Common Stock. It raised $94.5 million in equity capital with 5.75 million shares worth $18 each.[16] It began trading on the NASDAQ Stock Market under the ticker symbol "ALGT" in December 2006.[16]
jetBlue's founders had set out to call the airline "Taxi" and therefore have a yellow livery to associate the airline with New York. The idea was dropped, however, for several reasons: the negative connotation behind New York City taxis; the ambiguity of the word taxi with regard to air traffic control; and threats from investor JP Morgan to pull its share ($20 million of the total $128 million) of the airline's initial funding unless the name was changed.[13]
jetBlue also utilizes various forms of advertising media. They use print, online, and television ads as well as advertisements on popular social media sites including Hulu and YouTube. jetBlue emphasizes a secondary slogan, "If you wouldn't take it on the ground, don't take it in the air" poking fun at competitors with hidden fees, little, or no amenities and what jetBlue considers an unacceptable level of customer service.[97]
On October 31, 2017, the final 757 was retired from service, leaving Allegiant with only their A320 Family and MD-80 series fleets. In November 2018, the last MD-88s operated by Allegiant were retired, with Allegiant now operating an all-Airbus fleet.[85] The move to the newer all-Airbus fleet has allowed Allegiant to benefit from lower fuel and maintenance costs, as well as operate in some airports which could not be served by the MD-80s.[58]

In 2013, Allegiant acquired nine Airbus A320-200 aircraft from Spanish flag carrier Iberia.[79][80] Seven of the A320s were delivered in 2013 and were used for growth into new markets, including destinations in Mexico and the Rocky Mountains, as well as airfields such as Charlottesville and Shenandoah Valley in Virginia and Trenton, New Jersey.[76] On February 24, 2015, Allegiant announced the purchase of 2 additional A320s from Philippine Airlines which entered into service in 2015.[81] Later in 2015, the airline announced a firm order for an Airbus A320 direct from Airbus, the first time it has purchased new aircraft from the supplier.[82]
Buyer beware! Do not use this service! I booked a trip for my son and then needed to change the reservation the next day. The customer service person said to cancel the first trip and "re book the whole reservation again (my son needed to stay 2 extra days). A partial refund came in 2 days later for the cost of the hotel. The refund was short $500.00 for the airfare. I called after about 6 days and was told it was being processed and would take up to 7 days. I called 5 days later (day 11) and was told it was processed and the hold up was on the part of my bank. I called the bank who had no record of this at all. They are now disputing the charges with Travelocity. It's been a time consuming and aggravating nightmare. Be aware and careful before you use Travelocity. In looking at their reviews this is not an isolated instance. They seem to have very poor business practices throughout!
In 2013, Allegiant acquired nine Airbus A320-200 aircraft from Spanish flag carrier Iberia.[79][80] Seven of the A320s were delivered in 2013 and were used for growth into new markets, including destinations in Mexico and the Rocky Mountains, as well as airfields such as Charlottesville and Shenandoah Valley in Virginia and Trenton, New Jersey.[76] On February 24, 2015, Allegiant announced the purchase of 2 additional A320s from Philippine Airlines which entered into service in 2015.[81] Later in 2015, the airline announced a firm order for an Airbus A320 direct from Airbus, the first time it has purchased new aircraft from the supplier.[82]
On March 19, 2008, jetBlue added Orlando, Florida as a gateway focus city to international destinations in the Caribbean, Mexico, and South America. New international routes from Orlando International Airport include Cancún, Mexico, Bridgetown, Barbados, Bogotá, Colombia, Nassau, Bahamas, San José, Costa Rica, and Santo Domingo, Dominican Republic. In conjunction with the addition of new routes the airline will continue significant expansion of operations at Orlando International Airport including a planned 292-room lodge that will house trainees attending the existing "JetBlue University" training facility (opened in 2015).[33]
As Republic Airways Holdings was in the process of bidding to acquire Frontier in 2009, it was also in the process of acquiring Milwaukee-based Midwest Airlines. Through the fall and winter of 2009, Republic operated its two new acquisitions as separate brands. However, to improve efficiency by better matching aircraft capacity to route demand, Republic began to intermix the fleets of the two airlines, swapping a portion of its higher-capacity planes from Frontier with its smaller-capacity planes from Midwest and vice versa. However, the move caused some confusion amongst the public, as the two brands did not offer the same amenities and did not match the amenities mentioned on the airfare. As a result, in the Spring of 2010, Frontier and Midwest Airlines announced that their brands would merge, with Frontier being the surviving brand.[33] This was a merger of brands only—no Midwest Airlines aircraft was ever operated by Frontier, as by this time, all Midwest Airlines flights were operated on its behalf by other Republic Airways Holdings subsidiaries.[citation needed]
On March 22, 2010, jetBlue announced it would remain in the New York City area, in Long Island City,[88] 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.[89] 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.[90]
On April 10, 2008, Frontier filed for Chapter 11 bankruptcy in reaction to the intent of its credit card processor, First Data, to withhold significant proceeds from ticket sales.[23][better source needed] First Data decided that it would withhold 100% of the carrier's proceeds from ticket sales beginning May 1.[24] According to Frontier's press release, "This change in practice would have represented a material change to our cash forecasts and business plan. Unchecked, it would have put severe restraints on Frontier's liquidity..." Its operation continued uninterrupted, though, as Chapter 11 bankruptcy protected the corporation's assets and allowed restructuring to ensure long-term viability.[citation needed] After months of losses, Frontier Airlines reported that they made their first profit during the month of November 2008, reporting US$2.9 million in net income for the month.[25]
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