For a long time, Southwest had a “bags fly free” policy that applied to all customers, and even as recently as September 2024, Southwest CEO Bob Jordan said that bags would continue to fly free, citing free bags as one of the main reasons why customers were loyal to the brand. But this week Southwest reversed that 54-year tradition to become more aligned with other carriers.  

The company announced that starting May 28, only Southwest's Rapid Rewards A-List Preferred members and passengers who book Business Select fares will receive two free checked bags. Southwest Frequent Flyer A-List Members and Southwest credit card holders will also receive one free checked bag. Everyone else will be charged for their first and second checked bags for all flights booked on or after May 28.

The move is part of a broader strategy by the airline to boost profitability and cater to more loyal customers, with CEO Bob Jordan now saying that the company needs to focus more on profitability.  

“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,” Jordan said in a press release.