Southwest U-turns on ‘Bags Fly Free’ scheme
March 17, 2025
After priding itself on its ‘Bags Fly Free’ policy (indeed, even adopting the trademarked slogan as part of its three-year ‘Southwest Even Better’ plan, revealed in September 2024), it seems the promise was not built to last. Despite stating at the time that “extensive research reinforces Southwest’s bags fly free policy” as “the most important feature by far in setting Southwests apart from other airlines,” beginning on 28 May, most passengers will now be charged for their first and second checked bags.
As per Southwest’s announcement on 11 March, ‘Rapid Rewards A-List members’ will still benefit from one free checked bag, while ‘A-list preferred members’ and business class customers will retain two free checked bags. However, all other passengers will be charged accordingly.
“We have tremendous opportunity to meet current and future customer needs, attract new customer segments we don’t compete for today, and return to the levels of profitability that both we and our shareholders expect,” commented Bob Jordan, president, CEO and vice chairman of the board of directors at Southwest.
In September 2024, Southwest had cautioned that any change to its two free checked bag policy “would drive down the demand and far outweigh any revenue gains created by imposing and collecting bag fees”. However, the airline also noted that the airline was also “aiming to further reduce the time it takes to turn an aircraft, which is intended to increase its aircraft productivity” – something a multitude of bags could only hinder. Although Southwest’s November 2024 schedule was the first to implement a five-minute reduction in turn times at 12 stations (helped in part through digitizing crew paperwork), it is still looking to lessen these times.
In 2023, Southwest nevertheless collected some $73 million in baggage fees – admittedly, significantly behind Spirit Airlines ($987 million), Delta ($985 million) and American ($1.36 billion).
However, the carrier’s move to “create choice and current and future customers” is likely to upset passengers who have long turned to the airline for a baggage option no US legacy carriers offer. This latest announcement also comes just months after Southwest announced its introduction of assigned seating; ending its long-running practice of open seating, again bringing its policies in line with other US carriers.
