Southwest Airlines is facing strong criticism from loyal customers after announcing the end of its long-standing policy of allowing all passengers to check two bags for free, FOX News reports.
The change, part of a broader effort to boost revenue and return to profitability, has sparked frustration among travelers, many of whom viewed the policy as a key reason for choosing the airline.
Under the new policy, which takes effect on May 28, only Rapid Rewards A-List Preferred members and Business Select fare customers will continue to receive two free checked bags. Rapid Rewards credit card holders will get one free checked bag, while all other travelers will be charged a fee. The exact pricing for the first and second checked bags has yet to be announced, but Southwest currently charges $150 for a third checked bag.
The airline, known for its “transfarency” approach—promising no hidden fees—has long set itself apart from competitors by allowing passengers to check two bags for free. This shift marks a major departure from that commitment, leaving many customers disappointed.
The policy change has triggered a wave of negative reactions on social media, with many Southwest customers expressing frustration and even considering switching airlines.
- “Nail in the coffin,” one Reddit user wrote, suggesting this change was the final straw.
- Another traveler commented:
“This was literally the last reason I still flew Southwest. Now it’s just Spirit with different colors.”
- Some customers, while unhappy, admitted they would continue flying Southwest if the airline remained the most affordable or convenient option.
While some users called for a boycott, others argued that since most airlines now charge for checked bags, the decision to switch carriers would ultimately come down to ticket prices and flight availability.
Gary Leff, a Texas-based travel expert and author of the blog View From the Wing, criticized the move, arguing that it contradicts Southwest’s brand identity.
“They have literally announced an intention to reverse their brand promise,” Leff told Fox News Digital. “For five decades, Southwest has been a pioneer and a maverick, and they’ve announced that legacy has ended.”
Leff also pointed out that Southwest already lacks certain amenities that other airlines offer, such as seat-back entertainment, fast Wi-Fi, and premium seating options. Without the free baggage perk, he argues, the airline may struggle to maintain customer loyalty.
The baggage policy change is part of a broader shift in Southwest’s business model. The airline is also introducing basic economy fares that exclude pre-flight seat assignments unless customers pay extra, reducing points-earning on the cheapest tickets, and modifying its boarding process. Additionally, Southwest plans to add extra legroom seating—at the cost of reducing legroom in standard seats.
Leff believes that these changes could weaken Southwest’s competitive edge:
“Southwest Airlines is giving up its competitive differentiation while positioning itself at the bottom of the industry for the model they’re chasing.”
