US EditionSouthwest Airlines’ CEO Tells Leaders to Embrace Change
DALLAS COUNTY, TEXAS, JUL 5 – Southwest Airlines ended its 'bags fly free' policy with a $45 fee for second checked bags and plans to add assigned and premium seating by early 2026, citing customer demand.
- Southwest Airlines ended its free checked baggage policy for most travelers on May 28, 2025, requiring passengers to pay $35 for the first bag and $45 for the second.
- CEO Bob Jordan explained this change reflects industry trends, where nearly all U.S. and many global airlines charge for bags, and acknowledged the transition would happen rapidly, in months not years.
- The revised baggage policy is part of a broader transformation aimed at meeting evolving traveler expectations and improving Southwest's profitability, with assigned seating and five reward tiers also planned.
- Jordan explained that introducing bag fees centers on offering customers more options, with the updated policy projected to generate $4 billion in profit as Southwest aims to expand its income streams and appeal to a broader range of travelers.
- This shift ends Southwest's unique free baggage feature, aligning it with competitors, while ongoing surveys aim to track member preferences as the airline adapts its business model and service offerings.
12 Articles
12 Articles
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