Southwest Airline's Latest Luggage Policy Change Is Causing A Huge Stir

For the past 50 years, Southwest Airlines was known for three things: low fares, open seating, and free checked bags. Now, the company is doing away with the exact features that made it stand out from its competitors. Starting May 28, Southwest will no longer offer two free checked bags to each customer, a perk they boasted proudly for the last half-century. Nearly all Southwest customers will now have to pay if they want to check their bags, just like any other airline. This new policy on checked bags along with the airline's big seating change is sparking controversy. Southwest introduced changes to its rewards systems by reducing the value of loyalty points on the lowest fares and adding expiration dates to flight credits. The airline is also implementing its own version of a basic economy class, which may mean smaller seats, no free snacks, more restrictions, less overhead bin space, and no mileage credit.

Many of the perks that were available to all are now reserved for Southwest's most loyal customers and Southwest credit card holders. Customers who hold a Southwest credit card can check one bag free of charge, and those who hold top-tier status on the company's loyalty program will continue to get two free checked bags.

This decision came after the company faced pressure from shareholders to increase profits and get ahead of the competition. Following the announcement of this policy change, Southwest shares increased while the shares of some of its competitor airlines, like Delta, United, and American, fell. But is this worth angering their clientele? Many say Southwest's free bag policy was the only reason they flew with the airline in the first place.

Understandably, Southwest customers, especially those loyal to the airline for years, are not happy about these recent changes. Many said the only reason they even fly Southwest was because they didn't have to jump through hoops to avoid baggage fees. The airline had, after all, trademarked the phrase "two bags fly free". With this perk soon to be gone, many Southwest customers feel there is no incentive to fly with the airline. Some even took to social media to voice their disappointment and were met with a snarky response from Southwest in the form of an Instagram post that many are calling tone deaf. 

The post reads, "It's not like we traded Luka," alluding to an NBA trade earlier this year that shook fans to the core. The post goes on to tell customers they will still love flying with Southwest despite the fact that almost all of its appealing qualities are gone. Customers were not amused and voiced their opinions in the comments section, which is now turned off. To add salt to the wound, the airline also laid off nearly 1,800 employees in February 2025.

Some experts are also questioning these new changes, wondering if this is the beginning of the end for Southwest Airlines. Will alienating its customers and taking away beloved perks for the sole purpose of increasing revenue and appeasing shareholders be sustainable in the long run? Or will the company destroy itself because it got rid of the things that made it stand out from other airlines?

Sure the perks weren't making them money, but they were bringing customers back. Other companies like Ikea, Trader Joe's, and Costco continue to maintain policies that loyal customers enjoy even if it means losing money here and there because they understand the importance of building and maintaining strong relationships with clientele.

Other experts are curious to see how the airline will fare amidst the eventual operational issues that will present themselves as more customers will likely opt to bring carry-on luggage instead of checked bags to avoid excess baggage fees. As of right now, it's a waiting game to see if this new policy will bring about significant change.