Southwest Airlines ends free baggage policy amid PR crisis

In late April 2025, Southwest Airlines, after facing significant public relations challenges over the past few years, announced they are terminating their blanket free bag policy, effective May 28th. This decision comes on the heels of the airline's disastrous holiday-travel meltdown in December 2022, which saw around 17,000 flight cancellations that affected over 2 million travelers. Subsequently, they faced penalties totaling $140 million imposed by the federal government. Furthermore, Southwest had previously announced changes to its open-seating policy, marking a shift in long-standing competitive differences that attracted customers. The decision to change their baggage policy comes on the back of other modifications, such as notifying passengers that beginning in 2026, they will need to pay for seat selection. Historically, the airline branded itself with an enhanced customer experience differentiators, including free checked bags and the open-seating policy. However, with the current announcement, many frequent travelers are questioning the airline's commitment to providing value, which was their unique selling point. In light of these recent changes, the airline has launched a temporary flash sale, offering 30% off flights bookable until midnight on May 1st. There is a tight travel timeframe noted for flights, with eligibility primarily for those scheduled between May 20 and October 2 for continental U.S. destinations, promising a potential appeal to summer travelers. Despite the potential for attracting customers through discounts, the backlash from the switched fare policies may deter long-time loyal patrons. The current environment has raised eyebrows, cutting into consumer trust as Southwest Airlines navigates away from their typical strategies. This timeframe for selecting flight deals comes at an important juncture for the carrier, allowing them to recoup credibility lost from previous mishaps. Still, the complexities surrounding the new baggage fees and perceived value may lead to challenges as they implement these recent changes. People looking for budget flights amidst fluctuating summer fares should weigh their options carefully, especially with the brand transitioning its legacy policies.