Southwest Airlines Ditches Its Free Checked Bag Policy: ‘Bags Fly Free’ No More

Those looking to book a flight with Southwest Airlines may be in for a bit of a shock in the near future. CNN reported that the airline would be doing away — at least in part — with its iconic “bags fly free” program.

Starting May 28, Southwest will begin charging passengers for their first and second checked bags. Members of the carrier’s Rapid Rewards A-list program, or those flying on a business fare, will be exempt from these new charges.

“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,” Southwest President and CEO Bob Jordan stated in a March 11 press release.

“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,” he added.

Southwest ‘Bags Fly Free’ Era Comes to an Abrupt End After 60 Years

As CNN noted, the termination of the free checked bags policy for standard fares represents a major change for Southwest, which has leaned heavily on its “bags fly free” slogan to the point of having trademarked the expression. Since the airline first began operations about 60 years ago, that policy has been in place — and it has been a key differentiator for Southwest versus its many competitors in the air travel space.

It’s also a turnaround from the company’s position only a year ago, when Jordan said during an analyst call that the free checked bag policy was “a big part of what attracts people to Southwest.”

“After fare and schedule, bags fly free is cited as the number one issue in terms of why customers choose Southwest. So, it’s not something under consideration right now,” Jordan said on the call.

At least one competitor took the opportunity to comment on the news, with Delta CEO Ed Bastian indicating that there was room for opportunity to attract some irked would-be Southwest fliers.

“Clearly there are some customers who chose them because of that [bags fly free policy],” Bastian said. “Now clearly those customers are up for grabs.”