Southwest Airlines: The End of the Customer Friendly Era?

For decades, Southwest Airlines was different—and that was by design. Its legendary co-founder, Herb Kelleher, built the airline on a foundation of low fares, fun-loving employees, and customer-friendly policies. His philosophy was simple: treat employees well, and they’ll treat customers well.

Southwest thrived with a no-frills, no-nonsense approach—bags flew free, flight credits never expired, and points were easy to earn and use. Most importantly, customers loved it.

A Farewell to Easy Flying

I chose Southwest because it was easy.

• Easy to use points—simple redemptions and instant transfers from Chase.

• Easy seating—no assigned seats, just pick any open spot.

• Easy to change flights—switching flights was seamless, and you never had to worry about fees.

• Easy to earn points—credit card spending and flying made Rapid Rewards a simple program to maximize.

• Easy, like taking the bus—hassle-free boarding and policies that felt fair and transparent.

Southwest was the original no-frills airline, but the landscape has changed. Today, ultra-low-cost carriers like Spirit, Frontier, and Allegiant dominate the budget market, while legacy carriers have expanded premium perks. And for all its simplicity, Southwest was no longer the cheapest option.

But today, Southwest is undergoing a complete transformation—and not in a good way. Activist investors are in control, and their goal is simple: boost profits at all costs. That means charging for things that were once free, devaluing points, and cutting costs wherever possible.

What kept us coming back were its competitive advantages:

✔️ Two free checked bags (coming to an end)

✔️ Free carry-on bags (still available for now)

✔️ No change fees (still true, but restrictions apply)

✔️ Easy ways to earn and use points (now devalued)

✔️ Friendly and fun service (but how will morale be impacted?)

✔️ Free drink tickets for some fares (one of the last remaining perks)

✔️ A system that encouraged flight changes (this is going away for lower-tier fares)

What’s Changing for Travelers?

As of May 28, 2025, these changes will make Southwest less customer-friendly:

❌ Checked Bags No Longer Fly Free

• Only A-List Preferred, Business Select, and credit card holders will get at least one free bag.

• Everyone else will pay (expected to be $35–$50 per bag).

❌ Earning Rapid Rewards Points Has Been Slashed

• Wanna Get Away fares now earn just 2 points per dollar (down from 6).

• Wanna Get Away Plus fares now earn 6 points per dollar (down from 8).

• Only Business Select fares got an increase (14 points per dollar, up from 12).

• A-List and A-List Preferred bonuses remain unchanged.

❌ Flight Credits Now Expire

• Right now: Credits never expire.

• Starting May 28, 2025:

• Standard fares: Credits expire in 12 months.

• Basic Economy fares: Credits expire in 6 months.

❌ Basic Economy is Coming

• Restrictions will apply (likely no free seat selection, worse boarding position, and lower points earning).

What’s Staying the Same or Improving?

While much is changing, there are a few positives:

✅ Assigned Seating (No More “Cattle Call” Boarding)

• Premium, Preferred, and Standard seats available.

• A-List and A-List Preferred members get early seat selection.

• Companion Pass holders get priority seating options.

• Credit card holders will receive additional seat selection perks.

✅ Red-Eye Flights Are Now Available

• New overnight routes added for late-night travelers.

• Potential for cheaper fares on red-eye routes.

• First routes include: Las Vegas, Los Angeles, Phoenix, Baltimore, Orlando, and Nashville.

✅ No Change Fees (With Some Limitations)

• Flights are still changeable without penalties—except for new Basic Economy fares.

• Lower-tier fares must now be canceled and rebooked (instead of changed).

The Big Question: What’s Next for Southwest?

Southwest is evolving. While assigned seating and red-eye flights could be positive, the airline is fundamentally becoming just another carrier.

Will we see first-class seating, airport lounges, and premium perks in the future? Or is this just a shift toward nickel-and-diming customers without adding real value?

For years, Southwest stood out by making travel simple and fair—no baggage fees, flexible changes, and easy points redemptions. Now? Checked bag fees, expiring credits, and devalued rewards mean it’s losing what made it unique.

Unless you hold elite status, a Southwest credit card, or a Companion Pass, there’s little reason to stay loyal when other airlines offer similar pricing—but with better perks.

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Choose a card that gives you more flexibility and value—no matter where you fly.