Southwest Airlines CEO Bob Jordan on New Changes: Key Updates
DALLAS, TX – SEPTEMBER 26: Southwest Airlines CEO Bob Jordan shared insights in a New York Times interview about updates to bag fees, premium seating, and the end of open seating.
Bag Fees: Choice or Cost?
Southwest’s signature two free checked bags policy has changed. The airline now offers four fare categories:
- Basic: $35 for first bag, $45 for second.
- Wanna Get Away Plus: Same bag fees apply.
- Anytime: Same bag fees apply.
- Business Select: Two free checked bags included.
Rapid Rewards A-List Preferred members get two free bags; A-List members and Rapid Rewards Credit Card holders get one. Jordan calls this “choice,” but fare differences of $40-$150 may feel costly.
Focus on Premium Travelers
While Jordan insists Southwest supports all customers, new premium seats and fare categories target high-value travelers like frequent fliers and business travelers to increase revenue.
End of Open Seating
Southwest’s unique open-seating policy is being replaced with reserved seating to attract premium travelers and improve boarding efficiency for crews.
Balancing Legacy and Change
Southwest’s no-frills reputation, built on no change fees and free bags, is evolving. While Jordan emphasizes customer choice, some loyal customers may feel the airline is shifting away from its core identity.