In case you missed Memphis Airport’s big news at the end of June, the low-cost airline Frontier has announced it will be bringing back nonstop flights from Memphis (MEM) to Denver (DEN).

This move, though, comes at a price. In exchange for more flights to Denver, Frontier will be cutting their running of nonstop flights from Memphis to Atlanta (ATL).

According to the airline, Memphis is one of 12 cities losing the arrangement, with the company stating low customer demand as the deciding factor.

The Memphis-Atlanta flights will continue to run three times a week until September 4, 2016. The Memphis-Denver service, which currently runs four times a week, will begin daily flights starting on August 12, 2016.

In the tourism and travel industry, such news can be taken both ways. We never want to lose opportunities to encourage domestic travel to our city, but at the same time, gaining more is ultimately the end goal.

Scott Brockman, President and CEO of the Memphis-Shelby County Airport Authority, said it well in a Memphis International Airport press release that addressed the flight roster change.

“We are disappointed to lose a route that added competition to one of our most popular destinations,” said Scott Brockman, President and CEO of the Memphis-Shelby County Airport Authority. “A primary goal of our air service recruitment is to provide options for our passengers. While these three weekly flights apparently did not create enough demand, we remain steadfast in our relentless pursuit of frequent and affordable air service. We will continue to work to add destinations and frequencies.”

In the end, though, it’s always about being forward-looking! The Memphis-Denver route has always been popular, showing an average 89 percent occupancy, and according to the press release, the return of these daily flights will actually increase Frontier’s total number of available seats.

I look forward to continue to see the new and exciting flight options at our Memphis Airport!