Frontier Airlines has appointed Deborah Price to the position of vice president – customer experience.
This is a newly created role as Frontier aims to improve customer care – an area it has often been criticized for.
She will also be responsible for inflight service operations.
Price has 22 years’ experience in the airline business, and was previously vice president of the Houston hub for Continental Airlines.
"This is an exciting time to be at Frontier as the airline rebrands itself into an ultra-low cost carrier without sacrificing service," Price said in a statement.
"We have a great opportunity before us to excel for our customers as we continue to offer our unique brand of Low Fares, Done Right."
CEO David Siegel said: "I’d like to welcome Debbie to the dynamic new leadership team we’ve created at Frontier. Combining these two important customer facing departments is critical to providing a better low fare experience."
"Debbie will be instrumental in helping integrate the airlines’ soft touches such as our friendly onboard service with enhanced technology such as new passenger service system."
Frontier also announced a new route from its Chicago O’Hare focus city to Fort Myers, Florida.
The seasonal service will fly three times a week from February 12 through April 28, 2015, using an Airbus A319.
