Southwest Airlines is ditching its longstanding ‘bags fly free’ commitment to passengers and instead plans to limit the benefit of two free checked bags to Rapid Rewards A-List Preferred Members and passengers traveling on Business Select fares.
As part of a broader revision of its fare products — which will also see Southwest introduce a basic economy product and adjust frequent flyer point accrual downward for ‘wanna get away’ and ‘wanna get away plus’ fares — the carrier says one free checked bag will be allotted to A-List Members as well as Rapid Rewards credit card holders but that:
Customers who do not qualify for these free bag options will be charged for their first and second checked bags.
The changes will apply to flights booked on or after 28 May.
One free bag for Rapid Rewards credit card holders removes some of the sting for those users, and may drive card take up.
But travelers across the Internet are decrying the policy shift, saying it removes one of the last key ‘passenger experience’ differentiators at Southwest, which is already abandoning its ‘cattle call’ open seating policy in favor of assigned seats, and adding an extra-legroom option.
Southwest pioneered low-cost travel in the United States and helped to democratize it in the process. But even some Southwest loyalists are vowing to shop elsewhere.
In a now viral opinion piece for the Dallas Observer, one prior loyalist writes: “The last year has been death by a thousand private equity cuts for Southwest Airlines, ever since Elliott Investment Management bought a $1.9 billion stake in the company. Today’s announcement feels like a slash that could kill.”
Beyond alienating some Southwest die-hards, some observers wonder if the airline’s rapid airport turnaround times will take a hit, as more passengers try to carry luggage on board and are forced to gate check bags when there isn’t enough space.
Time will tell, quite literally, but for now, president and CEO Bob Jordan is putting a rosy spin on the changes. “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,” he says.
“We will do all this while remaining focused on what’s made us strong — our people and the authentic, friendly, and award-winning customer service only they can provide.”
Of note, Southwest says customers on Business Select fares will receive free inflight Wi-Fi, where available.
Further details are expected to be released in the coming months.
Southwest fare updates as of 11 March. Image: Southwest Airlines
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Featured image credited to Southwest Airlines
