Travel Blog

🧳 Farewell to “Bags Fly Free”: A Rundown of Southwest’s Legacy

Southwest ends its free checked bag policy—now only cardholders flying on their booking get 1 free bag. Loyalty may take a hit.

For over 50 years, passengers flying Southwest Airlines enjoyed the unbeatable perk of two free checked bags, a benefit unmatched by other U.S. carriers. This policy was part of what made Southwest stand out—no surprise bag fees, open-seating fun, and reliable affordable fares attracted families, budget travelers, and loyalty seekers alike.

Travelers loved that simplicity—no stashing receipts, no price shocks at the airport, and no extra cost tacked on at check-in. That carefree baggage policy became part of Southwest's identity—for decades, “bags fly free” felt like a handshake with customers, no fine print required.

📉 Why Southwest Changed Course

On May 28, 2025, Southwest began charging for checked bags on all new bookings—$35 for the first bag, and $45 for the second . The move aligns with other major carriers and is driven by several internal and external pressures:

Growing financial strains following the pandemic-era shifts in travel demand
Pressure from activist investors seeking more revenue streams
The strategic rollout of new fare tiers, seat selection, and premium seating—all intended to diversify profits.

Though the change potentially generates $1.5 billion annually, analysts warn it risks losing the leisure-market edge that came with its free-baggage appeal.

💔 Customer Loyalty: Will It Survive?

This is more than a price cut—it's a shift in Southwest’s brand promise. Loyal travelers have already voiced frustration:

“Literally just booked...because of the bag fees...going forward I will not be using them without the free checked bags.” (aviationa2z.com, reddit.com)
“They basically got rid of everything that set them apart.” (thetelegraph.com)

Competing airlines like United and Delta are keeping a close eye—Southwest's move opens the door for them to attract customers seeking transparent pricing.

✈️ The New Baggage Policy: Who Still Flies Free?

Though two free bags are gone for most travelers, some still get perks:

Rapid Rewards A‑List Preferred flyers and Business Select/Choice Extra fares: two free checked bags (southwest.com)
Rapid Rewards A‑List and Rapid Rewards credit card holders: one free checked bag.

Southwest clarifies that credit cardholders and up to eight passengers on their reservation receive one bag waived at check-in—as long as the cardmember is included on the booking.

💳 Credit Card-Driven Perks: The Fine Print

Here’s how it works:

You must be a Southwest Rapid Rewards® Credit Card holder.
Your name must be on the reservation—you don’t necessarily need to pay with the card, but you must be flying on that booking .
You’re entitled to one waived checked bag, and so are up to eight companions on the same itinerary .
To get that perk: include your Rapid Rewards number and appear at bag check—Southwest will credit the fee on the spot .

Keep in mind: only one bag per person per trip, not unlimited bags, and only one free bag per flyer—so if you're a family of four but only one has the card, only that person gets it waived.

🧩 Final Take: Loyalty Shaken?

Southwest’s “Bags Fly Free” has been a cornerstone of its brand personality and a big reason people chose it. By ditching that, the airline risks alienating the value-conscious families and travel enthusiasts that made it unique.

However, loyalty perks—like free seat selection, one waived bag, and exclusive fare tiers—still exist for A-List status holders and cardmembers. The key question: will these benefits be enough to retain brand loyalty?