Southwest Airlines Ditches Free Checked Bags: What It Means for Travelers

Southwest Airlines, long known for its customer-friendly perks, is making a major change: starting May 28, passengers will have to pay to check their bags. This marks the end of the airline’s iconic “bags fly free” policy, a staple of its brand for over 60 years.

Why the Change?

Southwest CEO Bob Jordan explained the move as a way to boost profitability and attract new customers. While loyalty program members, business fare travelers, and credit card holders will still enjoy free checked bags, most passengers will now face fees.

This decision comes after Southwest began selling tickets on third-party platforms like Kayak and Google Flights, where price often outweighs perks. Jordan also noted that hiring executives from other airlines—which already charge for bags—helped validate the shift.

What’s at Stake?

Southwest’s free bag policy has been a key differentiator, especially for budget-conscious travelers. In fact, the airline trademarked the slogan “bags fly free” and built its advertising around it. However, competitors like Delta and United have long charged for checked bags, raking in billions annually.

While Southwest collected 73 million in baggage fees in 2023, it’s afraction of what rival searned. For example, American Airlines brought in 1.4 billion in baggage fees last year.

Will Customers Stay Loyal?

The move could alienate some travelers. Dorothy Severson, a Southwest customer at Chicago Midway Airport, said, “I would rather have the free checked bags, that’s for sure. It’s one of the main reasons I still fly Southwest.”

However, analysts believe Southwest can retain customers if it keeps ticket prices competitive. “As long as Southwest maintains competitive pricing, we don’t envision a significant loss of customers,” said Jeff Windau of Edward Jones.

Rivals See an Opportunity

Competitors are already eyeing Southwest’s policy shift as a chance to poach customers. Delta CEO Ed Bastian said, “Clearly there are some customers who chose them because of that (bags fly free policy). Now those customers are up for grabs.”

Other Big Changes at Southwest

The bag fee isn’t the only shift. Southwest is also:

• Introducing assigned seating and premium seats in 2025.

• Launching red-eye flights.

• Selling tickets on third-party platforms like Expedia.

• Rolling out a new “basic economy” fare with restrictions.

These changes come after activist investor Elliott Management pushed for an overhaul to boost profitability. Southwest has also cut 1,750 corporate jobs, its first mass layoff in 53 years, to save $210 million this year.

The Bottom Line

Southwest’s decision to charge for checked bags is a seismic shift for the airline, but it’s a calculated move to stay competitive in a challenging industry. While some travelers may be disappointed, the airline is betting that the added revenue will outweigh the risks.

For now, the question remains: Will Southwest’s loyal customers stick around, or will they flock to competitors? Only time will tell.

What do you think about Southwest’s new policy? Share your thoughts below!