Attention Travelers! Southwest Airlines has stirred up a whirlwind of reactions on social media as of Tuesday, March 11, following a significant change to their checked baggage policy. For an incredible 54 years, the airline has proudly offered ALL passengers the ability to check two bags without any fees. However, this long-standing tradition is being abruptly changed! In a matter of weeks, the complimentary baggage allowance will be eliminated for the majority of travelers, leaving only a select group to enjoy this benefit.
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Southwest Airlines Announces Major Overhaul of Checked Baggage Policy
As indicated, Southwest Airlines is set to implement a policy that will introduce fees for checked luggage. This decision follows a previous statement from company executives last fall, who claimed that the airline’s no-cost checked baggage policy was a key differentiator that set it apart from other low-cost carriers. Furthermore, Southwest has invested significant resources over the years in marketing campaigns that highlight this unique offer. While competing U.S. airlines have charged for checked luggage for years, Wall Street analysts have long criticized Southwest for missing out on potential revenue streams.
Starting in 2025, however, this lucrative travel perk will be curtailed for the majority of passengers. The new policy will apply to tickets booked from May 28 onwards. Southwest has confirmed that two free checked bags will still be available to Rapid Rewards A-List preferred members and those flying on Business Select fares. Additionally, A-List members and select customers will be entitled to one complimentary checked bag, while passengers holding Rapid Rewards credit cards will receive a credit for one checked bag.
Passengers who fall outside these categories will be required to pay for checked bags. Alongside this policy change, the airline has announced that it will introduce a new, basic fare option for its lowest-priced tickets.
Understanding the Reasons Behind Southwest’s Policy Shift and Upcoming Changes
In September 2024, Southwest Airlines projected that implementing baggage fees could generate approximately $1.5 billion annually. However, the airline also acknowledged that discontinuing their complimentary baggage policy could result in a staggering $1.8 billion loss in revenue from passengers who choose Southwest primarily for its free baggage benefit.
“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,” said CEO Bob Jordan in an official statement.
This raises the question: why is this drastic change being implemented now? Southwest Airlines has faced challenges recently and is under increasing pressure from activist investors to enhance profits and revenue. In October, the airline reached a compromise with hedge fund Elliott Investment Management to avert a proxy battle, although Elliott successfully gained several seats on the board of directors.
Less than a year ago, the Dallas-based airline announced it would also be discontinuing another long-standing tradition. After more than five decades, 2025 marks the final year of its open-boarding system, as Southwest plans to switch to assigned seating for its flights starting next year.
Despite the surprising alteration to its checked baggage policy, Southwest’s stock saw an increase of over 9% on Tuesday, as reported by the Associated Press. However, the airline is also expected to experience a reduction in its workforce soon, having announced the elimination of 1,750 jobs, which constitutes 15% of its corporate staff. These layoffs represent the first significant workforce reductions in the company’s history. CEO Jordan stated in February that these job cuts are part of a broader initiative to streamline operations and transform the airline into a “leaner, faster, and more agile organization.”
Public Outcry: Social Media Reactions to Southwest Airlines’ Baggage Policy Change
<pAs previously mentioned, the new checked baggage policy from Southwest Airlines has incited a storm of reactions across social media platforms. Users on X (formerly Twitter) have expressed their discontent and frustration in a variety of colorful ways. Continue reading to see how the online community is responding to Southwest's decision to eliminate its most appealing travel advantage.
If Southwest Airlines had assembled a focus group and asked them “what’s the stupidest thing that we could do to ruin our company,” this is what they would have come up with. pic.twitter.com/sKHM2sFRK3
— Doug Gladden (@DougtheLawyer) March 11, 2025
There’s literally no reason to fly southwest now. The bags were literally the only advantage they had https://t.co/tSr3SrqNxP
— Stella’s Brother (@MaggDaddy) March 11, 2025
That was a nasty move for Southwest Airlines. They even could have dropped the free bag allowance down to 1. But snatching both free checked bags is just greed.
— KDub (@AsToldByKristen) March 11, 2025
baby who is southwest trying to impress???? no sky lounge, no tvs, 90 percent of flights don’t have outlets but you think it’s okay to charge for bags after almost 60 years? I let yall slide with that assigned seat policy but now this? get your shit together.
— TB (@TevonBlair) March 11, 2025
Southwest letting you check 2 bags for free was the ONLY thing keeping them in business. If I gotta pay for BOTH bags now AND you cost just as much as a BETTER airline, why wouldn’t I go with them instead? Their pockets are about to HURT!! This won’t last long pic.twitter.com/mwSBOe9Bra
— The Real Destiny Marilyn (@sweet_novacanee) March 11, 2025
Southwest cancels bags fly free means they don’t know their customers. pic.twitter.com/cMCmonn0yJ
— Kevín (@KevOnStage) March 11, 2025
Unless no other carrier has a non-stop flight to where I need to go, there’s 0 reason to fly southwest going forward.
Delta, American, Alaska, etc all have similar pricing, and are better airlines after these changes. https://t.co/VvETTb4PX5
— Matthew Gaylor (@MatthewGaylor) March 11, 2025
“If bags don’t fly free, I don’t fly with thee”
Sorry Southwest, all my golf trips will go elsewhere now. Big mistake y’all are making.@SouthwestAir— Chris (@AR_aces23) March 11, 2025
May whoever decided to RUIN Southwest Airlines be immediately fired and NEVER allowed to touch the company again pic.twitter.com/s9HfQ7ms3I
— Dylan (@DylanMcD8) March 11, 2025
Woah: @SouthwestAir is going to start charging for bags beginning on May 28
Never thought I’d see this day. Select elites and biz passengers still get 2 free bags.
Basic economy and other more punitive changes are also coming soon.
The Southwest of yesteryear is dead.
— Zach Griff (@_ZachGriff) March 11, 2025
As someone who has flown almost exclusively with Southwest Airlines for the last 10 plus years I am no longer loyal. Will I possibly fly them again sure but I have 0 loyalty and im not happy about these changes. Might Cancel their card even.
— Michael Oliver (@mikeoliver93) March 11, 2025
Southwest is ruining their entire business model. Charging for luggages and assigned seats with no charging ports on most aircrafts? Pathetic.
— Tobi O. (@Heytobs) March 11, 2025
This is how you destroy a brand @SouthwestAir. This is one of the primary reasons I choose to fly this airline over American (of Dallas-based airlines with the best nonstops)
The moves Southwest is making are incredibly disappointing for those who have been loyal to this airline https://t.co/rkNwDD2C08
— Amanda Atwell (@AmandaMAtwell) March 11, 2025
welp, it was fun flying Southwest while it lasted
— . (@storyofhalima) March 11, 2025
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Associated Press staff Michelle Chapman and Melissa Perez Winder contributed to this report.
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