For decades, Southwest Airlines built its identity around a few simple things: friendly service, no change fees, and perhaps most famously—‘bags fly free’. That last one wasn’t just a marketing gimmick; it became part of the airline’s DNA. Now, reports suggest Southwest is considering cutting the beloved policy. And make no mistake—it’s a move that could backfire in at least two major ways.
1. Loss of Customer Loyalty
Southwest isn’t just any budget airline. It’s the airline travelers love for being different. The ‘bags fly free’ policy has long been one of the few remaining perks that made passengers feel like they were getting real value for their ticket price. Cutting it strips away that trust.
When travelers realize they’ll now have to shell out an extra $60 or more for checked luggage, they’ll ask a simple question: “What makes Southwest better than any other airline now?” And the honest answer might be: not much.
Southwest’s loyal base—families, budget-conscious fliers, and business travelers looking for no-fuss booking—will see this move as a betrayal. These are people who chose Southwest not because it was the cheapest, but because it felt fair. Remove that fairness, and the goodwill crumbles.
2. Brand Identity Takes a Hit
Let’s be blunt: Southwest just became “another airline.” Once you strip away the few things that make you different, you’re left fighting for customers in a crowded, cutthroat market. Without the ‘bags fly free’ hook, Southwest risks becoming no better than a bus in the sky—one with tight seating, longer delays, and now, baggage fees.
The company might see short-term revenue bumps from luggage fees, but it risks long-term damage to its brand. Competitors have already leaned into unbundled pricing. Southwest was a holdout—and people respected that. Now, not so much.
Final Thoughts
The ‘bags fly free’ policy wasn’t just good PR. It was a competitive edge. Losing it may mean losing the very identity that helped Southwest thrive in a brutal airline industry. Customers don’t want to feel nickeled and dimed. They want to feel like they’re being treated fairly.
Southwest’s decision to axe its signature policy may look smart on a spreadsheet. But in the eyes of its customers, it’s a massive misstep. And that kind of brand erosion is hard to recover from.
