DENVER (AP) -- Frontier Airlines plans a new Internet site with a store and online auction where the currency is frequent flier miles.
Travelers will be able to purchase items such as $50 gift certificates redeemable at Denver-area restaurants or use miles to bid on other merchandise, including a Mercedes-Benz luxury M-Class sport utility vehicle.
The program, launched Tuesday, will be available to members of the airlines' Ascent and Summit frequent flier programs -- passengers who log between 15,000 miles and 25,000 miles every year. The programs combined have about 40,000 members.
The goal is to lure more people to travel on Frontier more frequently and to offer rewards that go beyond free tickets, airline spokesman Joe Hodas said.
Frequent flier programs have been on a decline with travelers finding it more difficult to book seats or get upgrades, Hodas said.
''It's harder for people to feel like they are being rewarded or thanked,'' he said. ''We saw an opportunity.''
Based in Denver, Frontier Airlines is a low-cost carrier serving 48 destinations in 26 states and five cities in Mexico.
