Every Promise Southwest Has Made

“Shifting to assigned and premium seating will unlock significant new revenue and attract customers who previously avoided Southwest.”

Assigned seating launched January 2026. Early data is mixed — Southwest has seen some new premium bookings but also lost loyalty from long-time open-seating advocates. Full revenue impact will take several quarters to evaluate.

“Ending free checked bags will generate $1.5 billion per year in new ancillary revenue.”

Bag fees launched May 2025 at $35/$45, then increased to $45/$55 in early 2026. Southwest estimated it would also lose $1.8 billion in business from loyal customers who chose Southwest specifically for free bags. Net revenue impact is still being evaluated.

“Southwest agrees to pay a $140 million fine for the 2022 holiday meltdown — the largest penalty ever imposed on an airline by the DOT — and commits to specific consumer protections going forward.”

Southwest paid the $140 million fine and has not faced comparable DOT enforcement actions since. The airline implemented the required consumer protections.

“Southwest will always be the airline where bags fly free. It's part of our DNA.”

Southwest ended the 'Bags Fly Free' policy on May 28, 2025, introducing $35 for the first checked bag and $45 for the second. Less than a year later, fees increased by $10 each ($45/$55). The airline estimated $1.5 billion/year in new revenue but also projected $1.8 billion in lost business from loyal customers who chose the airline specifically for free bags.

“After the 2022 holiday meltdown that cancelled 16,700 flights, Jordan promised a comprehensive three-part plan: improved winter operations, accelerated technology investments, and better crew recovery systems. 'We have work to do.'”

Southwest invested heavily: 100 new trained crew schedulers on standby, GE-built crew reassignment software, upgraded decision support tools. The airline did not experience a comparable meltdown in subsequent holiday seasons (2023, 2024, 2025). Operational performance measurably improved.

“Southwest will never assign seats. Open seating is fundamental to who we are and how we board efficiently.”

In July 2024, Southwest announced it would end open seating after 54 years. Internal research showed 80% of current customers and 86% of potential customers preferred assigned seats. Assigned seating launched January 27, 2026. Jordan defended the reversal at the Bernstein conference in May 2025, calling the changes 'things that Southwest has not done, were not part of that model until now.'