Denver-based Frontier Airlines is the latest carrier to announce a booking fee. This one is a "nonrefundable $5 service fee for reservations resulting in an e-ticket made through the Reservations call center of the Frontier Ticket Counter." Translation: It now costs you more to book over the phone or in person than it does through Frontier's website. The fee does not apply to Frontier's "Summit" members, however.
What's insulting is not the fee, which many other airlines also charge, but the fact that Frontier says it's doing this because "we want to give our passengers the best value in the industry and [forcing them to use Frontier's website] allows us to do that." Really? And here I thought this move was made because it's cheaper for the airline to handle ticket sales online than through a reservations agent.