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Southwest will no longer offer free checked bags for all passengers, the company said in a news release on Tuesday, Mar. 11. The new luggage policy will begin for tickets purchased on or after Wednesday, May 28.
The airline has had its well-known "Bags Fly Free" perk since it was founded in 1971.
"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," said Southwest CEO and president Bob Jordan. "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."
Only Rapid Rewards A-List Preferred members and Business Select fare customers will still get two free checked bags, while A-List members and certain other travelers will get one. Rapid Rewards Credit Card holders will receive credit for one bag.
Passengers who don't meet those criteria will now face baggage fees. Southwest hasn't said how much checked bags will cost.
An airplane for Southwest Airlines with "free bags fly here" on the side.
The move is part of a sweeping overhaul as the airline works to boost profits and attract new flyers. The changes include a new low-cost "Basic" fare, assigned seating, extra legroom options, and adjustments to its loyalty program, including higher reward points for Business Select fares and lower points for cheaper ticket categories.
The policy shift comes amid mounting financial pressure for the Dallas-based airline. Southwest announced in February that it was laying off 1,750 employees – 15 percent of its workforce – in an "unprecedented" round of job cuts.
Southwest was also hit with a record fine of $140 million in January. The airline faced a federal lawsuit over flight scheduling and its role in the 2022 holiday travel meltdown that left millions stranded.
The elimination of free checked bags for most travelers is a major break from Southwest's long-standing brand, which has set it apart from competitors by avoiding common industry fees. "Bags Fly Free" has been a core selling point for decades, prominently featuring in commercials and helping the airline build a fiercely loyal customer base.
Southwest estimated that the February layoffs would save the company $210 million in 2025 and $300 million annually by 2026.
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