Another day, another Southwest Airlines update. If it feels like there’s been a lot of news about the airline people love to loathe, and that’s because there has. But this time, Southwest isn’t just rolling out changes—it’s pointing fingers at Google.
It’s All Google’s Fault! (Apparently)
Southwest is placing the blame for its latest policy shifts squarely on Google Flights and Kayak. Y’see, the airline expected a surge in bookings when it finally made its fares available on these meta-search platforms. Instead, they claim that customers didn’t flock to Southwest the way they anticipated. And now, the airline is saying that Google’s algorithm—or more specifically, the way it displays flight pricing—played a big role in the decision to eliminate free checked bags and make other customer-unfriendly changes.
Southwest’s Miscalculation in Online Booking
For years, Southwest made itself different from its competitors. Free checked bags, open seating, and flexible flight changes set it apart from the pack. But another big difference was that Southwest never allowed Google Flights, Kayak, or other search engines to display its prices. Instead, customers would see that Southwest offered flights on a route, but to get the actual price, they had to visit Southwest’s website.
That changed in 2024, when Southwest flights became searchable on Google Flights and Kayak. In theory, this should have made it easier for customers to compare fares. But Southwest now claims that this move actually hurt them. They argue that customers, when presented with side-by-side price comparisons, were unwilling to pay a little extra for the perks that used to define the airline.
One of Southwest’s biggest complaints? Google Flights didn’t make it obvious that Southwest fares included two free checked bags (or rather, used to). Instead, Google Flights showed base fares and whether carry-on bags were included, but omitted details on checked bag fees unless users clicked through to the fare breakdown. That meant Southwest’s competitors looked cheaper at first glance—even though they charged $35 to $45 per checked bag.
Do They Have a Point?
Skift looked into Southwest’s claims, and there’s some merit to them, but not much.
When users hover over the bag icon in a Southwest listing on Google Flights, they can readily view the airline’s baggage policy.
On Kayak, users viewing Southwest flights will see in the listing that Southwest includes two checked bags in the fare, and get more detail when clicking on the bag icon.
So yes, Southwest might have a case regarding how Google Flights presents its fares on an initial search. It takes one extra step to see that Southwest doesn’t charge for bags. In addition, Google Flights has a “bag filter” that allows users to show prices that include a carry-on and checked bag.
But does that explain why bookings didn’t increase when Southwest joined these search platforms?
A Convenient Scapegoat
Southwest CEO Bob Jordan said this week that customers using Google Flights and Kayak are extremely price-sensitive and tend to shift their bookings based on even minor price differences.
What we did see, and this ties into our basic economy, is that customers are incredibly in those channels sensitive to price and will shift on very small movements in price.
That might be true—but it’s also something Southwest should have known before deciding to list its fares on these platforms.
Blaming Google for not properly showcasing Southwest’s perks feels like an excuse. If customers weren’t choosing Southwest even when they had the opportunity to compare fares, maybe the issue isn’t just the baggage fee visibility. Maybe customers saw all their options and decided Southwest wasn’t the best choice.
The Bigger Picture
Southwest’s argument feels like an attempt to justify a decision that was coming anyway. The airline seems convinced that pricing—specifically, the lowest possible number displayed on a search result—is what matters most to travelers. But what about the loyal customers who stuck with Southwest because of its unique policies? Now that those policies are disappearing, they have fewer reasons to stay.
Going forward, Southwest will have to compete on more than just price. If fares are comparable to those of other airlines, why wouldn’t a customer choose Delta or American? Southwest is making a bet that customers care only about the bottom-line fare. But for those who flew Southwest because of its perks, this shift might be the push they needed to finally explore other options.
Between charging fees for bags and seats, resuming the policy of having expiration dates on travel credits, and devaluing Southwest’s Rapid Rewards loyalty program, there isn’t much remaining of what made Southwest different from other airlines. Will they be able to compete with the Legacy carriers on their turf or will they go more toward becoming a ULCC with lower fares and additional fees?
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