BrokenFees
Bob Jordan, CEO: “Southwest will always be the airline where bags fly free. It's part of our DNA.”
Southwest · September 20, 2023 · Southwest Media Day
The Promise
“Southwest will always be the airline where bags fly free. It's part of our DNA.”
Bob Jordan, CEO · September 20, 2023 · Southwest Media Day
Target
Metric: Checked bag fees
Target: Two free checked bags for all passengers
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What Actually Happened
Verdict:Broken
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.
Actual result: $45 first bag, $55 second bag
Source: CNN, Skift, CBS News (checked May 2026)
Timeline
September 20, 2023
Promise made by Bob Jordan, CEO via Southwest Media Day
May 2026
Evidence checked — Broken
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