Southwest Airlines Ends Free Bags, Phases Out Open Seating May 28

Southwest Airlines is undergoing a significant transformation, abandoning its long-standing customer-friendly policies such as free checked baggage and open seating. Effective May 28, 2025, most passengers are now charged $35 for the first checked bag and $45 for the second, with free baggage still available only to Business Select fare travelers, Rapid Rewards A-List Preferred members, and credit card holders. The airline is also introducing assigned seating, replacing its historic open seating model, and plans to roll out premium seating and airport lounges by 2026 to attract higher-paying customers. CEO Bob Jordan frames these changes as providing "choice" to meet evolving customer needs post-pandemic, though many travelers perceive them as a shift toward revenue maximization and away from Southwest’s original values of simplicity and transparency. Critics argue these new policies employ psychological tactics seen as dark patterns, signaling a broader industry trend toward monetizing ancillary fees and complicating the travel experience. This strategic pivot, while aiming to modernize operations and increase profitability, risks alienating Southwest’s traditional loyal customer base that valued its straightforward and affordable approach.