Southwest pivots after bag fee backlash
- Southwest is adding new perks, opening lounges, and launching a new nonstop route as part of a customer-focused pivot. - The moves are explicitly framed to offset backlash over recent baggage fee increases. - Reporting frames the strategy as an attempt to retain frequent fliers rather than reversing the fee policy. (thetravel.com)
Southwest is adding premium perks instead of backing off bag fees, pushing ahead with lounges, assigned seats, and new routes aimed at keeping frequent fliers. (southwest.com) (cnbc.com) The baggage change took effect for trips booked or changed on or after April 9, 2026: a first checked bag now costs $45 and a second costs $55 on Basic, Choice, and Choice Preferred fares. Choice Extra still includes two free checked bags, and A-List Preferred members still get two free bags. (southwest.com) Southwest has also rolled out assigned seating and premium seat options, with the new seat map bookable for travel beginning January 27, 2026. The airline says Extra Legroom, Preferred, and Standard seats are now part of its redesigned cabin offer. (southwest.com) (swamedia.com) Chief Executive Bob Jordan said in December that Southwest is “actively pursuing” a lounge network and working with Chase on a premium credit card tied to lounge access. CNBC reported the airline had already won approval for a lounge at Honolulu’s Daniel K. Inouye International Airport in October 2025. (cnbc.com) The route buildout is moving, too. Southwest launched daily nonstop service between Orlando and St. Maarten on April 8, 2026, after announcing in 2025 that the island would become its first new international destination since 2021. (sintmaartengov.org) (swamedia.com) In Hawaii, Southwest said in December it would start nonstop Las Vegas-Hilo service on August 6, 2026, flying three days a week. The carrier tied that announcement to broader cabin upgrades, including in-seat power, larger carry-on bin space, and extra-legroom rows. (swamedia.com) Southwest’s own customer-updates page now bundles those changes together: assigned seating, premium options, airline partnerships, cardmember benefits, vacation packages, and free Wi-Fi for Rapid Rewards members. The airline says the Wi-Fi perk is available on unlimited devices for loyalty members. (southwest.com 1) (southwest.com 2) The company is chasing the same higher-spending traveler that larger rivals target with lounges, premium cabins, and co-branded cards. CNBC cited a J.D. Power report saying 82% of surveyed travelers chose an airline based on lounge access. (cnbc.com) Southwest is not restoring the old “bags fly free” model for most tickets. It is layering new benefits on top of the April 2026 fee increase and betting that more premium products will keep customers from booking elsewhere. (southwest.com 1) (southwest.com 2)
