Southwest Airlines has officially announced a major shift in its policies, marking the end of its iconic “Bags Fly Free” program. After 54 years of allowing passengers to check two bags at no additional cost, the airline will now charge most travelers for checked luggage starting May 28, 2025.

This change is a dramatic departure from Southwest’s long-standing commitment to offering free checked bags, a feature that has historically set it apart from competitors. The airline has repeatedly touted the policy as a key reason passengers choose to fly with them. As recently as September 2024, Southwest executives reaffirmed their commitment to maintaining free checked bags. However, mounting financial pressures and competitive market dynamics appear to have driven the airline to reconsider its stance.

Who Will Still Get Free Checked Bags?

While the majority of passengers will now have to pay for checked bags, Southwest is still offering exemptions to certain groups:

• Business Select passengers will continue to receive free checked bags.
• A-List Preferred frequent flyers will still be allowed two free checked bags.
• A-List members and Southwest credit card holders will get one free checked bag.

These adjustments are designed to encourage customer loyalty and reward frequent flyers, a move that Southwest describes as an effort to “deepen and reward loyalty” among its most engaged travelers.

A Shift in Southwest’s Business Model

The decision to introduce baggage fees is part of a broader transformation for Southwest Airlines, which has been making notable changes to its operations. The airline recently abandoned its long-standing open-seating policy, opting instead for assigned seating options, and introduced a basic economy fare. These moves align Southwest more closely with industry norms, bringing it in line with competitors who have long charged for seat selection and checked luggage.

The airline has faced mounting pressure from activist investors, particularly Elliott Management, to boost revenue. With baggage fees generating billions in revenue for other U.S. airlines—$5.5 billion in the first three quarters of 2024 alone, according to the Bureau of Transportation Statistics—Southwest’s decision appears to be a strategic financial play.

Customer Reactions: Mixed Emotions

Southwest’s move to charge for checked bags has sparked a wave of mixed reactions from passengers. Loyal travelers who have long appreciated the airline’s simple and transparent pricing model are expressing disappointment. Many took to social media to voice their frustrations, with some questioning whether the change will erode the airline’s competitive advantage.

On the other hand, some passengers recognize the financial necessity of the change. Industry experts suggest that in an era of rising operational costs, labor expenses, and fluctuating fuel prices, Southwest had little choice but to adapt.

Unanswered Questions: Pricing and Implementation

One key detail Southwest has yet to disclose is the exact pricing for checked bags. Competing airlines typically charge anywhere from $30 to $50 for the first checked bag, with additional fees for multiple bags. If Southwest opts for a similar pricing structure, it will still be competitive with other major U.S. carriers.

Additionally, Southwest will need to manage the implementation of this change carefully to avoid alienating loyal customers. How the airline communicates the new fees and whether it offers any transitional incentives will be crucial in determining passenger response.

Looking Ahead: What This Means for Travelers

For travelers who frequently fly Southwest, this policy shift means re-evaluating packing habits and potentially factoring baggage fees into their travel budgets. Those who rely on the airline’s generous baggage policy for family vacations or extended trips may now consider other options, especially if Southwest’s ticket prices do not remain competitive after the addition of bag fees.

At the same time, Southwest’s introduction of a basic economy fare and assigned seating options could attract a different segment of travelers—those who value customization and are willing to pay for add-ons.

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My Unbounded Life’s Final Thoughts

The end of Southwest’s “Bags Fly Free” policy marks the conclusion of an era in budget-friendly air travel. While the airline has built a reputation on simplicity and customer-friendly policies, these recent changes indicate a strategic shift aimed at boosting revenue and aligning with industry standards.

Only time will tell whether Southwest’s loyal customer base will continue to stick with the airline or explore other options. Either way, this move represents a significant evolution in the airline’s approach to business and customer engagement.

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Tomás Del Coro, CC BY-SA 2.0, via Wikimedia Commons