Southwest Airlines, long celebrated for its customer-friendly baggage policy and flexible rewards program, is under fire this week after quietly introducing a new checked baggage fee and surveying customers about potential changes to its beloved Companion Pass loyalty benefit.
The move marks a significant shift in strategy for the low-cost U.S. airline, which has traditionally marketed itself as the “no hidden fees” alternative in a competitive airline market saturated with add-on charges.
Checked Bags No Longer Fly Free?
For decades, Southwest has stood out as the only major U.S. carrier to offer two free checked bags for every passenger—a feature that became a core pillar of its brand identity. However, the airline has now begun charging $35 for the first checked bag and $45 for the second, according to early reports and customer confirmations.
The change is being rolled out gradually across select routes, and though Southwest has not yet officially updated its website or formally announced a policy-wide shift, industry insiders say the airline is testing the waters to gauge customer response.
A Brand U-Turn?
Many loyal flyers feel betrayed by the move, citing the free checked bag policy as one of Southwest’s biggest draws, especially for families, vacationers, and frequent domestic travelers.
“Southwest used to feel different—more transparent, more human,” said Angela Serrano, a frequent flyer from Denver. “This makes them feel just like everyone else now.”
Analysts say the change may be a response to rising fuel costs, aircraft delivery delays, and intense price competition from ultra-low-cost carriers like Spirit and Frontier. But some believe the airline is risking long-term loyalty for short-term gains.
Loyalty Under Fire: Companion Pass May Be Changing Too
In addition to the baggage fee controversy, Southwest has reportedly sent out surveys asking select customers how they would feel if the Companion Pass became more difficult to earn or came with blackout dates and seat restrictions.
The Companion Pass—arguably one of the most generous rewards in the industry—allows a frequent flyer to bring one designated companion for free (excluding taxes and fees) on every flight they take for the remainder of the year it’s earned and the full following year.
To qualify, passengers must currently earn 135,000 Rapid Rewards points in a calendar year or fly 100 one-way qualifying flights.
The potential changes under review, according to leaked screenshots from customers who received the surveys, include:
- A higher point threshold to qualify (possibly 150,000+)
- Blackout dates around holidays
- Companion seat restrictions during peak times
- Possible annual fee increases for Southwest credit cards
These rumored tweaks have sparked an uproar among the airline’s most loyal flyers, many of whom meticulously plan travel strategies to secure and maximize the Companion Pass each year.
“It’s not just a perk—it’s a lifestyle for frequent travelers and families,” said John Marshall, a travel blogger and Companion Pass holder. “If they mess with it, they risk losing their base.”
Public and Expert Reactions
News of both the baggage fee and Companion Pass survey was met with swift reaction on social media, where hashtags like #SouthwestFeeShock and #KeepTheCompanionPass began trending by midday Tuesday.
Consumer Watchdogs Speak Out
Several travel advocacy groups criticized the move as both anti-consumer and deceptive, given the lack of an official announcement.
“If Southwest is quietly testing fees or gauging loyalty changes without transparent communication, that’s a problem,” said Sandra Lewis of the U.S. Passenger Alliance. “It undermines the trust that built their brand.”
Business Analysts Weigh In
Industry analysts point out that Southwest is under mounting financial pressure. The airline has faced rising labor costs, fuel price volatility, and delays in receiving new Boeing 737 MAX planes, all of which may be motivating the airline to explore new revenue streams.
But many warn the brand could suffer irreparable damage if these changes aren’t carefully messaged and rolled out.
“Southwest built a cult following on being the ‘anti-airline airline,’” said Mark Redmond, an aviation analyst with SkyTrack. “Tampering with its two most sacred cows—the free bags and the Companion Pass—could alienate their core customer segment.”
Competitive Context
Southwest’s competitors—including Delta, American, and United—already charge for checked baggage and offer tiered loyalty programs with blackout dates and fine print. While this makes Southwest’s new policies more “in line” with the industry, it also erases the core differentiators that made it stand out.
Meanwhile, ultra-low-cost carriers like Allegiant and Frontier continue to offer bare-bones fares with extensive fees, but at significantly lower prices—pressuring mid-tier airlines like Southwest to rethink pricing models.
What Passengers Should Know Right Now
As of July 8, 2025:
- Not all routes are affected by the baggage fee yet, but some customers have reported charges on domestic flights.
- The Companion Pass is unchanged—for now. However, the survey suggests changes could come in 2026.
- Customers should monitor Southwest’s official channels for announcements and updates to fare terms.
What’s Next for Southwest?
The airline has not issued an official press release regarding either change, fueling speculation and confusion. Many expect a formal announcement in the coming weeks, especially if testing expands or consumer backlash continues to mount.
If the changes go into effect permanently, Southwest may be forced to rethink how it markets itself in a post-fee era—and whether its loyal flyers will continue to stick around.
Summary:
- Southwest Airlines is trialing baggage fees of $35–$45 on some routes, marking a shift from its long-held “bags fly free” policy.
- Loyalty program changes—particularly to the Companion Pass—are being explored via customer surveys, suggesting potential future restrictions.
- Customers, advocacy groups, and travel experts have voiced concerns over the direction of the airline’s consumer trust and transparency.
- No official confirmation has been released yet, but changes may roll out gradually through the remainder of 2025.
