Long praised for its “Bags Fly Free” policy, Southwest Airlines’ revised policy took effect on May 28, requiring the majority of passengers to pay for their first and second checked bags. Southwest Airlines’ CEO Bob Jordan is doubling down on the company’s controversial changes ending unassigned seating and free bags for most customers.
According to Travel Weekly, the carrier, which long made its bags-fly-free policy a centerpiece of its commercial offering, will charge $35 for the first checked bag and $45 for a second bag. The fees will apply to flights booked or voluntarily changed on or after May 28.
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Under the new policy, holders of a Southwest co-branded credit card and flyers with Rapid Rewards A-list status will be entitled to one free checked bag. Travelers who book Southwest’s top-level fare, Business Select, will continue to get two free checked bags, as will those with Rapid Reward A-list Preferred status.
Why is Southwest Airlines changing policy?
CEO Bob Jordan has repeatedly defended the changes and he did so again in a new interview with the New York Times on July 6. He explained that the change marks a major shift as the airline seeks new revenue and a wider customer base.
Jordan explained the reasoning behind both the changes and their timing. That included addressing the elephant in the room, namely, the speed at which those changes were being rolled out. “[O]ther airlines went through these changes over a decade or more,” Jordan said. “There is a bit of catch-up here because we’re moving to that world, but in months, not a decade.”
The CEO described the new baggage policy change as part of a broader transformation designed to meet evolving traveler expectations and improve Southwest’s profitability. It is expected to net the airline $4 billion in profit, the report said.
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“Customers today want a lot of choice, especially coming out of the pandemic. The customer’s needs and wants are just different. The move to bag fees is really about choice,” Jordan said in an interview with The New York Times.
Jordan added: “Change is hard, and change is emotional. The needs of customers, employees and investors don’t have to be at odds.” He said that the changes were not solely driven by investor pressure but reflected broader industry trends and consumer behavior—almost all other U.S. airlines and many others around the world charge for taking bags.
“There is a bit of catch-up here because we’re moving to that world, but in months, not a decade,” he said.
Asked if cabin crews were excited about the addition of assigned seating, he said, “If in the open-seating world a family gets on and they can’t sit together, the flight attendant is having to police that in the cabin,” he told the Times. “Our open-seat boarding can cause a lot of pre-boards, and our agents are having to police that.”
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When asked about whether the changes reward frequent customers and potentially leave out those who don’t fly Southwest as much, Jordan said the airline is “not abandoning anybody.”
“You are going to get great fares on Southwest Airlines, period,” he continued. “My whole point is there’s more coming to the strategy as we keep evolving, but it’s all about staying true to who we are—best people, best hospitality, best service—while stretching the model to meet the needs of our customers.”
Why is this significant?
Southwest Airlines, once known for standing out as the only major U.S. carrier offering two free checked bags to all passengers, has changed course. Under its new policy, Southwest now aligns with rivals like American, Delta, and United, which charge $35–$40 for the first checked bag and $45–$50 for the second.
A Southwest spokesperson told Newsweek: “Southwest will be charging $35 for a first checked bag and $45 for a second checked bag (weight and size limits apply) for flights booked or voluntarily changed on or after May 28.”
However, Southwest still offers some perks: Business Select travelers and Rapid Rewards A-List Preferred members can continue to check two bags at no cost. A-List members and Southwest credit card holders will be allowed one free checked bag.
