Bags will no longer fly free on Southwest Airlines — unless you’re willing to pay up for a high-priced fare, boast elite status, or carry one of its cobranded credit cards.
In an announcement that figured to shake the foundation of its relationship with customers, the Dallas-based carrier on Tuesday announced it will end its two free checked bags policy later this spring.
Starting with bookings made on or after May 28, most Southwest passengers will have to pay for every checked bag.
It’s a seismic shift away from a standout policy that the airline — as recently as last fall — made clear was among its top differentiators from other U.S. airlines.
There will some exceptions: Southwest A-List elite status members will get their first checked bag free. So will Rapid Rewards loyalty members who carry a Southwest credit card.
Two small subsets of Southwest’s customer base will retain their right to two free bags: top-tier A-List Preferred members, and passengers flying on the carrier’s highest-priced Business Select fares.
But for all other customers, checking a bag will cost extra — just as it does on nearly every other U.S. airline.
Why Southwest is ending free checked bags
Un-Southwestlike changes
And, last week, TPG reported the carrier had slashed the number of points most Rapid Rewards members can earn on a Southwest flight — a change the airline specifically, last fall, said it wouldn’t make. (Changes to the number of points required for a redemption are coming soon, too, the carrier revealed Tuesday).
A larger shift
All of this comes as Southwest is already preparing to ditch the open seating policy that it was practically synonymous with. That will go away in favor of the assigned (and extra legroom) seats found on the planes of all of its top U.S. competitors.
Together, the changes represent something of an inflection point for an airline long known for being customer- (and employee-) friendly, devoid of the add-on fees that became ubiquitous at other airlines over the last two decades — and, above all else, a brand that stood out from the competition precisely because it was different.
More specifically, the pivot on bag fees is a 180-degree shift for the airline — and a direct contradiction of what it told investors, customers and journalists alike during an hours-long presentation on its future plans just several months ago.
Yet another 180-degree shift
“We are passionate about those policies, in particular, two bags fly free,” CEO Bob Jordan said at the company’s Sept. 26, 2024 investor day.
“Not only because they’re part of our history,” Jordan continued, “…but because our extensive data-driven research … shows that they are the right economic choice.”
The free bags policy, Jordan told analysts last summer, was among the top three reasons customers choose to fly Southwest over its competitors — ranking only behind the prices it charges and the flight schedule it offers.
Wall Street analysts concurred in comments to TPG last fall, saying that ending free checked bags — in the words of one prominent analyst — would likely be viewed by customers as a “money grab” that could offset any revenue gains.
Even as speculation swirled about whether the airline might ultimately ditch its free bags policy, Southwest insisted “no work” was underway to change its “industry-leading” policy.
Southwest’s changes announced Tuesday
But half a year later, the policy is now set to change.
Southwest’s new checked bag fees
A-List elite status members will get one free checked bag, as will cobranded credit cardholders.
Basic economy coming
More dynamic pricing for award tickets
There was also news to digest on the loyalty front.
Bottom line
For now, enjoy those free bags just as you would open seating: it’s not here to stay.