Texas Border Business
Texas Border Business
Major Policy Change Effective May 28, 2025
Dallas, TX—Southwest Airlines has officially announced that it will begin charging for checked baggage starting May 28, 2025. This change marks a significant shift from the airline’s long-standing “Bags Fly Free” policy, which has been a core feature of its brand for decades.
Southwest Airlines officially announced the upcoming changes through a press release on March 11, 2025. The press release detailed that, effective May 28, 2025, the airline will modify its free checked bags policy as follows:
• Two free checked bags for Rapid Rewards A-List Preferred Members and Customers traveling on Business Select fares.
• One free checked bag for A-List Members and other select customers.
• One checked bag credit for Rapid Rewards Credit Cardmembers.
• All other customers will be required to pay for checked luggage.
Southwest has not yet disclosed the specific pricing structure for these new baggage fees.
In addition to the press release, Southwest Airlines also communicated the changes via its official social media channels, including Instagram, where they posted:
“It’s not like we traded Luka… 👀”
The post referenced NBA star Luka Dončić, whose trade rumors have stirred reactions among fans. However, the attempt at humor received mixed reactions, with some customers expressing dissatisfaction and accusing the airline of downplaying the significance of the change.
“So now you’re making jokes about taking away the one thing that made Southwest special?” one user commented.
Another added: “This literally feels like gaslighting.”
The post garnered over 11,000 likes and 6,000 comments within hours, with continued engagement from customers sharing their frustrations.
“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 Bob Jordan, President, Chief Executive Officer, & Vice Chairman of the Board of Directors at Southwest Airlines. “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.”
Southwest projects the baggage fees will generate $1.5 billion annually. However, analysts have suggested that the airline could lose up to $1.8 billion if long-time customers choose to switch to competitors. sfchronicle.com
Despite mixed customer reactions, Southwest’s stock price rose more than 9% following the announcement, signaling positive investor sentiment regarding the airline’s shift in strategy. sfchronicle.com
Additional Changes Coming in 2026
Southwest has also announced other policy shifts set to take effect in 2026:
• Assigned seating will replace the airline’s open seating model.
• A new “basic fare” tier will be introduced to compete with budget airlines.
As of now, Southwest Airlines has not issued an official response addressing customer concerns beyond the press release and social media posts.
Southwest Airlines has announced and discussed the baggage policy change through a formal press release and social media platforms. The shift marks a strategic departure from its previous customer-friendly model and aligns it more closely with industry norms.
With these significant changes on the horizon, customers are closely watching how Southwest navigates the transition and whether the airline will adjust its approach based on ongoing feedback.
Check Press Release of March 11, 2025, here:
