Dallas, TX – March 12, 2025 – Southwest Airlines is ending its long-standing Bags Fly Free policy, marking a significant shift for the Dallas-based carrier. For many travelers who have come to rely on Southwest’s no-baggage-fee promise, this change may come as an unwelcome surprise. Starting May 28, 2025, most passengers will be required to pay for checked bags, aligning Southwest with other major U.S. airlines.
For years, Southwest stood out from its competitors by offering two free checked bags to all passengers, a benefit that was a major selling point for travelers. That distinction is now coming to an end.
What’s Changing?
Previously, all Southwest passengers could check two bags for free. Under the new rules:
- Two free checked bags will still be available for:
- Rapid Rewards A-List Preferred members
- Business Select fare passengers
One free checked bag will be granted to:
- A-List members
- Certain Southwest Rapid Rewards Credit Card holders
- Select customers (to be determined by Southwest)
- All other passengers will now have to pay for checked bags.
These changes will bring Southwest in line with competitors like Delta and American, as Southwest Airlines baggage fees now match industry standards.
Why Is Southwest Making This Change?
This policy shift is part of Southwest’s broader “transformational plan” announced in September 2024, which aims to restore profitability and adapt to changing travel trends.
In a statement on its website, Southwest Airlines explained:
“These updates are essential to evolving our business, improving efficiency, and ensuring we can continue offering low fares and great service to our customers.”
Key reasons for the change:
Investor pressure – Activist investor Elliott Investment Management recently secured five board seats and has pushed for financial restructuring.
Cost-cutting measures – The airline is selling and leasing back aircraft, reducing corporate staff, and cutting operational expenses.
New fare structures – Adjustments to Rapid Rewards points and the introduction of a “Basic” fare similar to budget airline models.
How This Impacts Dallas Travelers
Southwest Airlines has been a major presence in the Dallas travel industry since its founding in 1967, with Dallas Love Field (DAL) as its home base.
For years, Southwest attracted loyal customers with no baggage fees and no change fees, making it a preferred airline for business travelers and families. However, with assigned seating, fare restructuring, and now baggage fees, the airline is moving away from some of the policies that once set it apart.
Many Dallas-area travelers may now reconsider their airline choices based on these new costs.
Customer Reactions & Industry Response
Frequent flyers and longtime Southwest customers have expressed disappointment:
“This is what made Southwest different. Now they’re just like everyone else.”
“I always booked Southwest because of the free bags. Now I’ll compare fares with other airlines.”
Meanwhile, industry experts note that charging for checked bags could generate billions in additional revenue, helping Southwest compete more effectively with other major airlines.
What Did Southwest’s CEO Say?
Southwest Airlines President & CEO Bob Jordan addressed the change, stating:
“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.”
He emphasized that despite the changes, Southwest remains focused on delivering strong customer service.
The Bottom Line
Southwest Airlines is undergoing a major transformation, moving away from some of its most well-known policies to remain competitive and financially stable.
For travelers, this means:
- Paying for checked bags unless they qualify for an exemption
- Adjustments to Southwest’s fare structure and Rapid Rewards program
- A new Southwest that looks more like its competitors
For Dallas-area travelers, this marks the end of an era for one of the city’s most recognizable companies. According to Southwest Airlines’ official website, these changes will take effect on May 28, 2025.”
