Southwest Airlines, the last bastion of free checked bags, has done the unthinkable—it’s scrapping its beloved policy. Come May 28, only top-tier Business Select passengers and elite Rapid Rewards A-List Preferred members will still enjoy two complimentary checked bags. Regular A-List members and Southwest credit card holders? Just one. And everyone else? Get ready to pay up.
It’s a move that rips apart 54 years of brand loyalty. “This is how you destroy a brand,” aviation expert Henry Harteveldt warns, predicting financial disaster. Just months ago, CEO Bob Jordan reassured customers, “Bags will still fly free.” Now, his tune has changed: “Never say never.”
The airline, under pressure from investors, has already announced layoffs, plans to axe open seating, and its first redeye flights. And that’s not all. A budget-friendly basic economy fare—likely packed with restrictions—is also landing. Meanwhile, Rapid Rewards members will see fewer points for cheap fares, and a more complex pricing system for redeeming miles.
Even rivals are stunned. United Airlines’ CEO called the change “the slaying of a sacred cow,” while Delta’s president sees a golden opportunity to snatch up disillusioned Southwest loyalists.
Southwest insists it’s just adapting to evolving customer preferences, but is this really what travelers want? For decades, Southwest stood apart. Now, with rising fees and nickel-and-diming tactics, it’s morphing into just another airline.
Will customers stay loyal? Or is this Southwest’s Titanic moment—sailing straight for an iceberg?
