With Southwest Airlines departing from its age-old policy of two free checked baggage, there’s been a barrage of opinions on the matter. While many Southwest passengers who were used to this policy may feel dismayed, the carrier has assured that several other changes will continue to attract customers. Southwest has also decided to inject some humor into the development by referencing the recent Dallas Mavericks’ decision to part with its star player, Luka Doncic, in a social media post.
Southwest’s Instagram post throws shade at Dallas Mavericks
Those keeping up with the latest developments about Southwest Airlines already know that the airline will soon start charging for checked-in baggage for some segments of passengers. Naturally, those who specifically chose Southwest because of the free baggage policy were not particularly happy.
The airline, however, is confident that its overall service will continue to appeal to passengers. To put things in perspective, Southwest also took a comic approach to the situation with an Instagram post in reference to the Dallas Mavericks’ recent trade of its superstar player, Luka Doncic.
Talking about its new baggage policy, the carrier said, “It’s not like we traded Luka…”
Professional basketball team Dallas Mavericks made headlines last month after sending Luka Doncic to the Los Angeles Lakers in a shocking trade. Doncic was quoted as saying,
“I was almost asleep when I got a call. I had to check to see if it was April 1. I didn't really believe it at first. It was a big shock.”
Change in policy
A few days ago, Southwest announced some changes to its policies to drive revenue growth. The biggest change, of course, was the introduction of a checked-in baggage fee for a segment of passengers. Bob Jordan, President, Chief Executive Officer, & Vice Chairman of the Board of Directors at Southwest Airlines, commented,
“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. 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 Airlines Boeing 737s at MDW shutterstock_2354841279
Photo: MKPhoto12 | Shutterstock
The airline said that some categories of passengers will still be able to carry baggage for free. Southwest will continue to offer two free checked bags to Rapid Rewards® A-List Preferred Members and Customers traveling on Business Select® fares, and one free checked bag to A-List Members and other select Customers.
Southwest will credit one checked bag for Rapid Rewards Credit Cardmembers. Customers who do not qualify for these free bag options will be charged for their first and second checked bags (weight and size limitations apply).
These changes will apply to tickets purchased on and after May 28. The amount of fee that Southwest will charge for checked baggage is not yet known.
A major shift
The United States is one of the most competitive aviation markets in the world. Airlines of all kinds of business models and sizes operate in the country. As such, they have to keep pushing to differentiate themselves from competition.
Two of Southwest’s biggest pulls were free check-in baggage and open seating , both of which are now going to change. Southwest is trying to remain competitive in a difficult market and hopes that this will bring the much-needed revenue.
Southwest Airlines Boeing 737 taxiing at DAL shutterstock_2334328221
Photo: Markus Mainka | Shutterstock
But Southwest reasons that customers will continue to benefit from these changes. For example, with the assigned seating policy, the carrier says that passengers will not need to check in as soon as the check-in window opens to get a good boarding position. Ryan Green, the executive vice president for commercial transformation, explained,
“If you're a busy family and you don't hit the window right on the nose, that causes anxiety. This is a way to solve a lot of those friction points in the current open seating process."
And along with the latest baggage policy, the carrier will also introduce a new Basic fare option. Southwest said in a statement,
“These strategic moves, aimed to deepen and reward loyalty between Southwest and its most engaged Customers, create new opportunities to reach consumers who value fare above everything else. To align with these changes, Southwest will introduce a new, Basic fare on our lowest priced tickets purchased on or after May 28, 2025, in advance of offering assigned seating and extra legroom options.”
It'll be interesting to see how these changes are received by passengers in the coming months.