Starting May 28, 2025, Southwest Airlines has officially ended its long-standing “two bags fly free” policy, marking a pivotal shift in the carrier’s customer service approach and aligning it more closely with major U.S. competitors. The Dallas-based airline will now charge $35 for the first checked bag and $45 for the second, introducing a new era of baggage fees for the low-cost carrier known for its inclusive pricing model.
For over 50 years, Southwest had distinguished itself in the U.S. airline industry by offering two complimentary checked bags—a perk widely appreciated by travelers and often highlighted in the company’s marketing campaigns. This change, effective immediately for all tickets purchased after May 27, 2025, is expected to generate hundreds of millions of dollars in additional revenue annually.
A New Fee Structure
Under the updated policy, passengers who purchased their tickets on or before May 27, 2025, will still enjoy two free checked bags, regardless of their flight date. However, all bookings made from May 28 onward will be subject to the new baggage fees.
Business Select passengers and Rapid Rewards A-List Preferred members remain exempt from the charges, continuing to receive two free checked bags. A-List members and Southwest credit cardholders will benefit from one complimentary checked bag.
Industry analysts estimate that the fee change could bring in over $430 million per year. While this puts Southwest in line with competitors like American, Delta, and United, it also removes a key differentiator that contributed to the airline’s popularity and customer loyalty.
Why the Shift?
The move is seen as part of a broader financial strategy to strengthen the airline’s bottom line amid rising operational costs and evolving customer preferences. A spokesperson for Southwest noted that the decision came after careful consideration and that it supports ongoing investments in fleet modernization, customer service enhancements, and route expansion.
“We understand this change may disappoint some of our loyal customers,” the spokesperson said. “However, it allows us to invest more deeply in areas that enhance the overall travel experience.”
Broader Changes in Policy
The new baggage fees are just one of several changes introduced by Southwest in 2025. The airline also rolled out a new Basic fare class, designed to compete with ultra-low-cost carriers. These Basic fares offer lower ticket prices but come with fewer perks, such as no free changes or cancellations and limited reward point accrual.
In a more significant move, Southwest announced plans to end its open seating policy in early 2026, transitioning instead to assigned seating. This marks a fundamental shift in how passengers board and experience travel with the airline, which had long touted its unique seating strategy as a hallmark of its brand.
Another update affects flight credits. Under the new rules, credits will now come with expiration dates: six months for Basic fares and one year for all other fare categories. This change brings Southwest in line with the industry norm, where unused credits typically have limited validity.
Customer Reaction
Public response to the baggage policy change has been mixed. Long-time fans of the airline have taken to social media to express their disappointment, with many saying the free baggage allowance was a primary reason they chose Southwest over other carriers.
“This was the last major reason I stayed loyal to Southwest,” tweeted one frequent flyer. “Now, they’re just like everyone else.”
Others have been more understanding, acknowledging the economic realities of the airline industry and the need for carriers to remain competitive and financially viable.
“As long as the overall fare remains competitive, I’m okay with the baggage fee,” another traveler posted. “It’s still a great airline in terms of service.”
Implications for Travelers
For travelers, the new fee structure means recalibrating expectations and factoring in additional costs when planning trips. Budget-conscious flyers may need to rethink packing strategies or consider carrying on luggage to avoid extra charges.
Travel experts recommend booking with rewards programs or airline credit cards that offer baggage perks, and keeping an eye on fare class distinctions to avoid surprises at check-in.
Looking Ahead
As Southwest embraces these sweeping changes, industry watchers will be keen to observe whether the airline can maintain its strong customer base and brand identity. While aligning with the broader market may help in short-term profitability, it also risks alienating long-time loyalists who appreciated the airline’s straightforward, no-fee approach.
Nevertheless, Southwest insists that its core values remain intact, with continued emphasis on friendly service, operational reliability, and affordability.
“We may be adjusting certain policies, but our mission to provide a low-cost, high-value travel experience remains unchanged,” said the airline in a statement.
As the dust settles, one thing is clear: the landscape of U.S. air travel is continuing to evolve, and even the most trusted names are not immune to the pressures of modern economics.