For a long time, Southwest Airlines knew exactly who they were. They weren’t like every other airline, and that was a deliberate choice. Their open boarding process? People either loved it or hated it, but it was undeniably theirs. Two free checked bags? They stuck with it long after other airlines turned baggage fees into a profit center. They even managed to avoid third-party booking sites, keeping customers on their own platform and saving on OTA fees.
But now? Something’s changed.
And no matter the reason why, it feels like Southwest is a company that doesn’t know what it wants to be anymore. Bit by bit, they’re removing everything that once made them different.
Checked Bags Are No Longer Free
The cornerstone of Southwest’s brand—two bags fly free—is now gone. As of May 28, 2025, most passengers will pay $35 for the first checked bag and $45 for the second, unless they hold elite status or the airline’s co-branded credit card.
That single shift might be the biggest brand reversal in the company’s history. It’s what brought many families, budget-conscious travelers, and infrequent flyers to Southwest in the first place. Without it, they’re just another airline with a fee chart.
Wanna Get Away Is Now Basic
Southwest also overhauled its fare structure. The Wanna Get Away fare, once their most popular and best-known option, has been rebranded as Basic—and stripped of the features that made it compelling.
Basic fares now come with:
- No seat selection (open seating remains for now, but when all the changes take effect, Basic boards last)
- No same-day change or standby (even for elites)
- Lower Rapid Rewards earning (2x points per dollar)
- Six-month expiration on unused travel funds
What used to be called Wanna Get Away Plus will soon be replaced with a new fare category called Choice, launching later in 2025. It will offer modest upgrades like seat selection and extended travel credit windows, but at a higher cost, and still without free checked bags for most.
In other words, what used to be included in a standard fare now requires upselling.
Reconfiguring the Cabin—And the Brand
Southwest’s cabin changes don’t just impact comfort—they represent a philosophical shift. The airline plans to install seats with extra legroom… but to make space for them, they’ll reduce legroom for everyone else.
So much for egalitarian seating.
They’re also joining the trend of monetizing elite status. A-List status will soon be available as a benefit for those who spend $75,000 per year on the Chase Sapphire Reserve. A move that turns what was once a loyalty-based reward into just another perk you can buy—if you have the right credit card.
And while nothing is confirmed yet, even the Southwest Companion Pass—arguably the best benefit in any domestic airline loyalty program—is being openly discussed as something that could be restructured. The mere mention of it being in the “blue sky” phase of evaluation was enough to rattle the entire travel blogosphere.
What Does Southwest Want to Become?
That’s the million-dollar question.
There’s talk of launching airport lounges and even flying internationally to Europe. The CEO has stated that he’s “open” to these ideas and that the airline is listening to what its customers want.
But what about the customers they already had? The ones who liked Southwest for what it was—simple, affordable, and consistent?
Chasing the Competition Could Be a Mistake
If Southwest’s new strategy is to imitate the major legacy airlines—Delta, United, American—it’s not clear how that ends well. Those airlines already offer more premium perks, global networks, and established elite tiers. Trying to replicate their model without their infrastructure risks alienating loyal customers while failing to attract new ones.
And I have news for the people behind these changes: customers can tell when a company is lost. They recognize when a brand that once had a clear identity is now fumbling to be everything to everyone.
And that’s not the kind of brand people go out of their way to support with their hard-earned travel dollars.
Final Thought
Change is inevitable. But you don’t throw out your identity just because others are doing things differently. If Southwest wants to evolve, that’s fine—but it needs to figure out where it’s going. Because right now, it feels like they’re making it up as they go.
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