In a dramatic shift from its customer-first ethos, Southwest Airlines has announced the end of its free checked baggage era, as CBS Austin reports, the airline plans to implement fees for most passengers checking luggage from May 28. Elite frequent flyers, premium fare customers, and certain credit card holders will dodge the new fees, but the blanket free two-bag check-in is set to become a thing of the past.
The change cuts deep into a 54-year tradition and is seen as a move to "meet current and future customer needs, attract new customer segments, and return to the levels of profitability," per the words of CEO Bob Jordan in a statement obtained by CBS Austin. Last year, Jordan had hinted at this possibility when he acknowledged, "Well, never say never," during an interview with CBS Austin. The exact pricing of these luggage fees is still under wraps, but they're expected to be in line with charges by other airlines.
Along with bag fees, Southwest is tweaking its loyalty rewards program to offer more points for higher-tier fares, while lower-priced tickets will yield fewer points, as told by USA Today. Additionally, flight credits will undergo a transformation, set to expire within one year or less, depending on the fare type, starting after May 28, signaling an end to their previous flexibility.
Furthermore, in an attempt to appeal to budget-conscious travelers, the Dallas-based carrier will roll out a new "Basic" fare category and is set to introduce assigned seating options, further diversifying customer choice and stepping away from its distinctive open seating policy, Southwest is also expanding its online presence by offering flight options through Expedia, it seems the airline is recalibrating its approach to keep itself aloft in the turbulent skies of the industry, touting a formidable on-time performance rate and a 98.3% completion rate for scheduled flights in 2025, these statistics serve as a testament to the operational efficiency Southwest vows to maintain despite these sweeping changes to its traditional ethos.
How this pivot will play out among a passenger base that has grown to value the airline's all-inclusive ticket pricing remains to be seen, but one thing is clear: come May 28, flyers will need to pack not only their bags but perhaps also a bit more patience - and cash - for their journeys aboard Southwest Airlines.
