It’s the End of a 50-Year Era at Southwest—The Airline’s Most Beloved Perk Is Being Discontinued
11.03.2025 - 22:15
/ afar.com
/ Katy Nastro
/ Bob Jordan
Southwest Airlines, long famous for its Bags Fly Free policy, is ditching its signature perk and will start charging passengers for checked luggage later this year.
The carrier announced the change on March 11, marking a major shift in its identity as the last major U.S. airline to offer complimentary checked bags. Southwest has never charged for bags in its 54-year history. The new baggage fees will take effect for most tickets purchased on or after May 28, 2025. The exact price structure has not yet been disclosed.
“We have tremendous opportunity to . . . attract new customer segments we don’t compete for today, and return to the levels of profitability that both we and our shareholders expect,” Southwest Airlines CEO Bob Jordan said in a statement about the airline’s updated policies.
Not everyone will have to pay up, though. Business Select fare customers and members of Southwest’s Rapid Rewards loyalty program at the A-List Preferred level will still get two complimentary checked bags. A-List members and Southwest credit card holders will be allotted one free checked bag.
“Southwest has always been known as a family-friendly airline, providing customer-focused policies, such as flexibility when plans change and free checked baggage,” Jennifer Yellin, a travel expert at Points Path, a browser extension that allows users to see the price of a flight in both cash and miles simultaneously, told Afar. “With these new changes, Southwest is shifting their focus to align themselves with the other major U.S. carriers and moving away from their core roots of being customer-friendly.”
As recently as Southwest’s investor day in September, the airline said the free-checked-bag policy wasn’t going anywhere, even as other changes were underway, such as the end of its open seating approach. However, given that Southwest has been under increasing pressure from investors to boost profitability, especially as rising fuel costs, labor expenses, and post-pandemic travel fluctuations—not to mention a catastrophic tech meltdown during the 2022 holiday season and corresponding fines issued by the government—have strained the airline’s bottom line, the move isn’t exactly surprising.
Other airlines have made hundreds of millions of dollars from baggage fees (an estimated $7 billion total in 2023 alone, according to the Bureau of Transportation Statistics), and by following suit, Southwest has the potential to add a considerable revenue stream. If travelers keep flying with them, that is.
“The commentary online, even within the first few hours of this news, has been purely negative,” said Katy Nastro, travel expert at flight deals app and website Going. “When a customer goes to book a flight, unless Southwest has a nonstop