Southwest Airlines: Well, That Didn’t Go How Anyone Expected

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Southwest made a whole lot of loyal passengers livid when the airline announced a slew of changes that would take place in 2025 and 2026.

• Two free checked bags were going away
• Seating would become assigned (usually for a price)
• New fare bundles (Basic, Choice, Choice Preferred and Choice Extra) would be introduced
• Flight credits for flights booked or changed would have an expiration date
• Their Rapid Rewards structure was altered, with a reduced number of points per dollar spent
• Cabins of the airline’s 737-7, 737-8, 737-700, 737-800 were getting a refresh, with thinner seats in economy, along with “Premium” seats in the front of the plane (on the 737-800s, this would result in 1″ less pitch in economy)

Granted, there were a couple of more positive things:

• The airline would introduce redeye flights
• They were hoping to get permission to fly to more international locations
• The perceived “cheating” to get onto the plane earlier would disappear with the lack of open seating

But for longtime fans of the airline that was purposefully different, it seemed to be the end of an era. In fact, an informal survey over the summer suggested that 2 out of 3 loyal Southwest customers were now looking to book on other airlines.

The joke’s on us

As it turns out, so far all these changes are causing Southwest to go in the direction all its new Board Members and stockholders wanted. Last week, Southwest Airlines reported a net income of $54 million for the third quarter of 2025, delivering a “profitable quarter” and performing “better-than-anticipated”.

In its financial report released on October 22, 2025, Southwest noted that its Q3 unit revenues, costs, and net income all “exceeded its expectations”.

The airline said it saw a “significant increase in demand” that started this past July, which continued throughout Q3 2025. According to Southwest, this rise in demand “drove record third quarter revenue performance”.

“We continue to make substantial progress as we execute the most significant transformation in Southwest Airlines’ history,” said Bob Jordan, CEO of the airline. “We quickly implemented many new product attributes and enhancements, and the results are showing.”

The airline said it anticipates achieving an “all-time quarterly record operating revenues” in the fourth quarter of 2025.

It’s working

So yeah… all those changes are apparently working in Southwest’s favor—they’re making more money.

Unfortunately, a good portion of Southwest’s goals are not necessarily in sync with its passengers’ goals. THEY were undeniably upset about losing 2 free bags, flight credits that didn’t expire, and the list goes on and on.

But hey, with Southwest pretty much like any other airline now, it’s easier to consider other airlines.

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This post first appeared on Your Mileage May Vary