Southwest Airlines is becoming just another airline. Today, they announced significant changes to their checked bag policy and frequent flyer program—a direct result of pressure from activist hedge fund Elliott Investment Management. Here is a grid provided by the airline detailing the list of changes starting May 28, 2025.
Are you 53? Because I’m 52.
I’ve flown Southwest Airlines more times than I can count. Growing up in San Diego, we took Southwest flights to the Bay Area to visit relatives, and later, I relied on them to travel back and forth between college.
I remember the old plastic boarding cards with numbers on them, which ensured people lined up in order. When those cards were retired, I became an expert at online check-in, always ready at my computer to secure a low number in the A boarding group.
“The research is clear and indicates that 80% of Southwest customers, and 86% of potential customers, prefer an assigned seat,” said the airline in a statement.
As for seating, I was one of the 20% of customers who appreciated Southwest’s open-boarding policy. I enjoyed scanning the aisles for an empty row with a window seat. And when I traveled extra light—no carry-on, just a personal item—I’d grab that first-row seat with extra legroom, even if it meant giving up storage, just to be among the first to exit the plane.
Tomato juice, no ice, please
At least they haven’t announced changes with their in-flight snack and drink program. While I like their pretzels, I liked their honey-roasted peanuts even more, which they sadly discontinued in 2018. On my last flight, I noticed that they swapped the plastic cups for bamboo cups for their free drinks. Even the safety information card has changed from the last time I flew with them.
No more bags fly free
Baggage has always been one of Southwest’s best perks—bags flew free. Whenever I booked a flight on another airline, I was irritated by all the nickel-and-diming: Want a better seat? Pay more. Want to check a bag? Pay more. Want to board earlier? Pay more. In recent years, Southwest has edged toward similar policies, offering A-List Preferred, extra-legroom seats, and other upsells, but at least two checked bags were still free. After May 28, 2025, that will no longer be the case.
We have a choice too
At the end of every flight, Southwest flight attendants usually say something like, “We know you have a choice when you fly, and we thank you for choosing Southwest. Welcome to San Jose!” But with these changes, I won’t automatically consider Southwest my first choice anymore. I understand the company feels the need to increase revenue—or, rather, activist investors are forcing them to. But alienating loyal customers comes with a risk.
I hope to see the day when Southwest announces, in their signature whimsical style, the return of bags fly free, non-expiring flight credits, and more.
Note: The image above was taken on February 18, 2020, at LAX Terminal 1. Air Force One is seen landing in the background of Southwest N936WN.
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