Southwest is getting rid of its most recognizable perk

 

Southwest Airlines to Start Charging for Checked Bags, Ending Longtime Perk

 Just months after moving away from its open seating policy, Southwest Airlines is making another major change: it will no longer offer free checked bags.

Starting May 28, the airline will begin charging for the first and second checked bags, marking the end of a policy that has been a cornerstone of Southwest’s identity for nearly 60 years. However, passengers who are A-List loyalty members, hold the airline’s co-branded credit card, or purchase a business fare will still be exempt from the new fees.

“We have tremendous opportunity to meet current and future customer needs, 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 CEO Bob Jordan said in a statement.

The decision represents a significant shift for Southwest, which had long positioned itself as a customer-friendly alternative to competitors that charge for baggage. The airline even trademarked the slogan “Bags Fly Free,” using it as a key selling point in advertising campaigns.

As recently as last year, Jordan reassured investors that Southwest had no plans to introduce baggage fees, emphasizing that free checked bags were a major reason customers chose the airline. “After fare and schedule, ‘Bags Fly Free’ is cited as the number one reason customers pick Southwest,” he said at the time.

Now, with financial pressures mounting, the airline is following the industry trend of monetizing baggage fees, a move that could generate significant additional revenue.