Southwest Airlines is making dramatic changes in the face of intense pressure to enhance profitability, but some of these moves reek of desperation and will inevitably backfire.

Good or bad, the low-cost carrier has always stood out as the most unique U.S. airline, offering affordable fares, open seating and two free checked bags. As it looks to become more competitive, Southwest is beginning to look more like every other airline.

The changes are coming fast and furious and travelers are responding just as quickly.

A recent survey conducted by travel and flight deal website Thrifty Traveler found that roughly two-thirds of Southwest Airlines customers have been turned off by the carrier's decision to eliminate its beloved "Bags Fly Free" policy.

Of the respondents who identified as regular Southwest customers, just one-third or 33 percent said they're continuing to book travel with Southwest as normal despite the change, which took effect on new tickets purchased from May 28, 2025, onward.

"Southwest shocked the travel world earlier this year when it announced it would end its ultra-popular 'Bags Fly Free' policy," said Thrifty Traveler executive editor Kyle Potter. "While the airline will no doubt make good money charging passengers $35 or more per bag, it's also clear they will lose some business from once-diehard fans who no longer see a reason to book Southwest over other carriers."

Southwest Airlines plane at William P Hobby Airport in Houston, Texas. (Photo Credit: Patrick Clarke)

While the policy change will initially benefit Southwest's bottom line, it could cost the carrier significant customers in the long run.

At the same time, it's possible that the airline's shift to assigned seating could entice less patient travelers to book with Southwest in 2026 and beyond.

Nonetheless, Southwest is losing the singularity and sense of community that differentiated it for so long. Maybe there's nothing wrong with launching new fare products that will allow some passengers to pay extra for additional legroom and other perks, but it does clash with the airline's ethos.

The ability to grab an aisle or window seat based on your particular mood rather than your boarding pass is a Southwest tradition, just like having the peace of mind to pack a little extra without worrying about additional charges.

As the airline continues to consider every possible avenue to improve its bottom line and please investors, including eyeing new destinations like Europe (which would require a fleet upgrade with planes other than the Boeing 787) and weighing the possibility of opening airport lounges, it's all but guaranteed that some moves will backfire.

Doing away with its iconic "Bags Fly Free" policy is one such example, but there will undoubtedly be more.

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