Southwest Airlines Irks Customers by Killing Another Popular Policy
Southwest Airlines has stirred widespread customer frustration by announcing the end of its long-cherished “bags fly free” policy—one of the core perks that set the carrier apart from competitors. Starting May 28, 2025, the airline will no longer offer two free checked bags to all passengers. Instead, only Business Select and Rapid Rewards A-List Preferred members will retain that benefit. A-List members and co-branded credit card holders will get just one free bag, while all other customers will have to pay.
This move is part of a sweeping overhaul aimed at boosting profits in the face of increasing pressure from investors. Southwest expects to generate over $300 million annually in baggage fees, aligning itself more closely with legacy carriers that charge for nearly every add-on.
But loyal customers are not taking it lightly. The airline, long admired for its no-frills, customer-first approach, is facing backlash on social media, with many travelers accusing it of abandoning the very policies that made it unique. Critics argue that this decision chips away at the airline’s long-standing identity of simplicity and value.
Alongside the baggage fee rollout, Southwest is also testing assigned seating, replacing its open seating model by early 2026. Additionally, it is reducing Rapid Rewards earnings for cheaper fares and changing expiration rules for flight credits. These moves are seen as efforts to modernize operations and enhance revenue but are raising concerns about the airline becoming indistinguishable from its competitors.
In short, while these strategic changes may strengthen Southwest’s bottom line, they risk alienating the core group of loyal travelers who once championed the airline for its fairness and transparency. The challenge now lies in balancing profitability with preserving the trust and loyalty of its custo
mer base.