Will Southwest Backtrack on Scrapping Its “Bags Fly Free” Policy?

Do you think Southwest Airlines will reconsider removing its signature Bags Fly Free feature? Given some of the vagaries of the announcement, are they testing the waters to see how customers respond?

Major Southwest Changes

Southwest told us back in September 2024 that the airline’s open seating practice is ending. The Airline of Love (or LUV) will transition to assigned seating.

Okay, but when?

“Early 2026” is the clearest answer.

CUT TO: It’s mid-March. We still don’t have an exact date. (The Southwest schedule isn’t bookable past October 2025 anyway.)

On March 10, we received the game changer that Southwest is ending its “Bags Fly Free” feature that allows passengers to check their first two bags for free. That takes effect for flights booked on or after May 28. Business Select passengers and A-List Preferred members will continue to enjoy two free bags, A-List members and Southwest Rapid Rewards Credit Card members each get one checked bag free. But will multiple passengers traveling on the Southwest credit card holder’s itinerary receive the first checked bag free? (Most cobranded airline credit cards allow up to eight additional passengers on the card holder’s confirmation number to check their first bag at no nominal cost.) We’ve asked and not received answers.

In fact, how much will checked bags even cost?

And what will happen to the open seating-related features on some of the credit cards? (i.e., priority boarding purchase statement credits, etc.)

Eh, they’ll figure it out and announce it sometime.

When? Later. They’ll let us know sometime.

Is it just me or does Southwest’s lack of information seem weird? Doesn’t it feel disorganized and non-transparent?

I know people who have rushed announcements and issued press releases before all of a project’s pertinent details were decided. They simply wanted the news out there and gin up publicity (and money) because they couldn’t wait. In each instance, they either failed and/or looked pretty dumb for a while.

(It’s possible that the news about no more free bags leaked to media outlets. Perhaps a news organization, blog, podcast, whatever, received solid confirmation from Southwest-related sources and planned to run the story. Maybe Southwest tried to get ahead of it and hastily made the announcements themselves — despite leaving us with multiple questions.)

Companies generally present all the details up front when announcing significant changes. Airlines do it all the time when they “enhance” their programs. Delta’s infamous SkyMiles changes that dropped in 2023 come to mind. Sure, there were a few minor questions that Delta deep divers (read: we nerds) came up with and wanted answered.

But the broad strokes, the big stuff was all there: how many elite dollars it would take to earn which status tiers, new credit card earning structures, and amended lounge access policies.

Delta didn’t simply say, “So, yeah, we’re gonna change to a completely revenue-based system for our Medallion program pretty soon. Oh, and we’re reducing how many times you can get into Sky Clubs. Some changes take effect maybe in a couple of years. Others start in two months! Stay tuned! Remember to Like and Subscribe!”

But that brings me wonder:

Is There a Contingency Plan for Southwest’s Changes?

Delta’s Medallion program announcement was wildly unpopular. People were so mad that it made national headlines. Delta CEO Ed Bastian got grilled onstage at a Rotary Club meeting — with audience members chiming in.

It was bad.

So, Delta (wisely) made “changes to the changes.” All of the newer details still weren’t fantastic — but most were fair and much better than before. A few were superseded our expectations.

How Southwest made its changes — essentially stripping the airline of its signature qualities that made Southwest, well, Southwest, — makes me wonder if the braintrust is haphazardly yet consciously “pulling a Delta.” Are Southwest CEO Bob Jordan and the airline’s investors waiting to see how bad the blowback will be?

Is that why they haven’t announced how much the first and second checked bags will cost? Why haven’t they told us how the credit card features will change when assigned seating comes along, and how many passengers will get free checked bags on a card member’s itinerary?

Could everyone be unwitting participants in a focus group?

I wouldn’t be surprised if Southwest returned and said, Hold on, everyone. We heard you and we heart you. (Again, they’re the Airline of Love) Checked bags flying free has been a core feature of Southwest Airlines since Herb Kelleher launched this great airline. We want to keep you, our customer and friend, part of our Southwest family — and ensure you’re happy. So, we’ve decided that each passenger’s first checked bag will be free.

This would save a little face and keep some of Southwest’s identity. Plus, the airline could give two checked bags free to its A-List Preferred, A-List, and credit card members. It still drives some people toward those elite status tiers or becoming credit card members.

As I wrote in a previous post, how many passengers really need to check two bags?

I’m not saying this will happen. But it wouldn’t surprise me.

Final Approach

Southwest has been vague with its major announcements. Are they gauging public reaction before going further? Does this give them some leeway to make changes? Do you expect them to do anything?

Please share your thoughts in the below Comments section!