Southwest Airlines Faces Customer Backlash After Eliminating Free Checked Bag Policy
Long-time Southwest Airlines customers are expressing their frustration and disappointment following the airline’s announcement of changes to its well-known passenger perk: free checked bags. The Texas-based carrier has revealed several modifications to its policies as part of an effort to boost revenue growth and regain profitability, goals desired by its shareholders, according to FOX Business.
One of the most significant changes is an adjustment to the airline’s checked bag policy, which has historically allowed all passengers to check two bags free of charge. While Southwest has not yet disclosed the exact fees for checked bags, the cost for a third checked bag is currently listed as $150 on the airline’s website.
The announcement has sparked considerable reaction among travelers on social media, with some even threatening to discontinue flying with Southwest if they are no longer able to enjoy free checked bags.
"Call it what you will — boycott, mass exodus, defecting. Can we do that in a massive wave right now?" one person wrote in a Southwest Reddit thread.
"Nail in the coffin," another person wrote. "This was literally the last reason I still flew Southwest. Now it’s just Spirit with different colors," another user commented in a different thread.
"I used to favor [Southwest] for the lack of baggage fees. They definitely will not be my first choice if their prices stay the same," a Reddit user wrote.
Fox News Digital has reached out to Southwest for comment on the situation.
Under the new policy, effective May 28, only Rapid Rewards A-List Preferred members and customers traveling on Business Select fares will be entitled to two free checked bags. Rapid Rewards credit card members will receive their first checked bag for free. All other customers who do not fall into these categories will be charged for both checked bags, according to Southwest’s press release.
Gary Leff, a Texas-based travel industry expert and author of the blog "View From the Wing," told Fox News Digital that the anger directed at Southwest is justified because the airline is essentially reversing its brand promise, which has long emphasized "transfarency" regarding the absence of fees for checked baggage.
"They have dealt [with] a decades-long relationship with customers based on a simple and fair value proposition that they are changing, and loyal customers do feel betrayed," Leff said. "For five decades, Southwest has been a pioneer and a maverick, and they’ve announced that legacy has ended."
Other social media users have expressed their intention to consider flying with other airlines, even though they were once loyal Southwest customers. However, they do not believe that a boycott is the best course of action.
"I won’t boycott. I’ve flown SW a lot — but simply because I had to get from point A to point B — and SW could often provide that to me at the cheapest rate and/or the most convenient times and routes. If SW can still provide that on any particular trip, then fine. But, now other airlines will be considered more often," another Reddit user commented.
"Sure this sucks, but like everyone has already pointed out, they’re like every other airline now, so no use in boycotting for another just like it. It’s going to come down to cheapest fair, and most convenient or direct route for me. Based on my home airport, it’s likely going to still be Southwest," a social media user added.
Leff explained that Southwest’s customer-friendly policies, such as flexible rebooking and free checked bags, helped differentiate the airline from other major carriers. However, he believes that these recent changes have damaged the relationship between the airline and many of its customers.
"Now they’re introducing basic economy fares that will not come with seat assignments prior to check-in, even as they charge fees for such assignments to customers buying more expensive tickets. They’ve reduced points-earning on the cheapest tickets. They’re introducing checked bag fees. And they’re upending their boarding process," Leff said.
"They will be adding extra legroom seating at the expense of legroom in standard seats," he added.
Leff further pointed out that Southwest lacks certain amenities that other airlines offer, such as seat-back entertainment screens, fast Wi-Fi, and seat options with extra legroom. These shortcomings may discourage travelers from purchasing tickets with the carrier.
"At the same time that Southwest minimizes the differentiation between their product and the rest of the industry, they will be behind other airlines as they chase that same model," Leff said.
"In other words, Southwest Airlines is giving up its competitive differentiation while positioning itself at the bottom of the industry for the model they’re chasing."
FOX Business’ Daniella Genovese contributed to this report.
The move signals a significant shift for Southwest, an airline that has long prided itself on its customer-centric approach and transparent pricing. The elimination of free checked bags represents a departure from its core values and could have long-term consequences for its brand image and customer loyalty.
The reaction to the change is a testament to the strength of the connection that Southwest built with its customers over the years. The airline’s free checked bag policy became a defining feature, attracting budget-conscious travelers and families who appreciated the added value. By removing this perk, Southwest risks alienating a significant portion of its customer base and driving them to competitors who still offer similar benefits or more compelling overall value.
It remains to be seen whether Southwest’s strategy will ultimately succeed in boosting revenue and profitability. While the airline may attract some customers who are willing to pay for the convenience of flying with Southwest, it also faces the risk of losing loyal customers who are unwilling to accept the new fees and restrictions. The airline will need to carefully monitor customer feedback and adjust its strategy as needed to maintain its competitive edge in the ever-evolving airline industry.
