Southwest Airlines did the unthinkable just over a month ago and ditched its beloved free baggage policy, charging for bags for the first time in its history. Our recent survey shows many once-loyal Southwest flyers have already started looking at and booking with other airlines.
In our recent online survey of nearly 700 travelers, more than two-thirds of respondents who said they regularly flew Southwest are now considering (or already booking) other carriers as a result of that baggage policy change.
Our online survey was conducted from in May and June – the period just before and after Southwest officially ditched its free baggage policy. As of May 28, most new Southwest tickets no longer include two free bags as usual. Instead, the airline is charging $35 per bag each way on all fares except its priciest “Business Select” fares.
While the vast majority of respondents said they rarely (if ever) booked with Southwest in the first place, those travelers who previously booked with sent a loud signal: These changes have them looking elsewhere.
Of the 230 regular Southwest flyers surveyed, more than 150 – or just over 66% – said they were “booking flights on other airlines that I previously booked on Southwest.” Meanwhile, Just 33% of respondents said they're continuing to book flights with Southwest as normal after these changes.
Sure, this might not be a scientifically precise survey in line with political polling. And surely, some travelers will swear they'll never fly Southwest again only to book a ticket when the price is right.
Still, this survey makes it clear: The biggest change in the Southwest's storied history is also proving to be incredibly unpopular.
Once beloved by both Wall Street and everyday travelers alike for posting consecutive profits even with customer-friendly policies, the airline has been struggling financially in the post-pandemic travel boom. It's been under immense pressure from an activist investor, Elliott Management Group, to make changes that will make them more money … by doing what its competitors have been doing for years.
And that led them to the biggest change in company history, something airline executives swore was untouchable less than a year ago: Charging for bags.
It's the cornerstone of a major transformation that also includes killing off “Wanna Get Away” fares and replacing them with stingy basic economy tickets; revamping its Rapid Rewards loyalty program; expanding to sell its fares on Google Flights and later, Kayak and Expedia; nixing its polarizing open-seating model in order to start charging for seat assignments instead; and eventually even installing extra legroom seats across its fleet.
Charging for bags is a billion dollar business – literally: U.S. airlines made more than $7 billion on luggage alone in 2024, according to federal data. American, Delta, and United each pulled in more than $1 billion in bag fees last year.
That's what Southwest is after … but the rollout hasn't been smooth. The airline still can't charge for bags online, meaning Southwest flyers who want to bring a bag will have to pay on the spot at the airport.
Methodology
Thrifty Traveler conducted an online survey between May 5 and June 21, 2025, to gain insight on travel sentiment. A total of 670 individuals responded, consisting of subscribers of its free and paid travel news and flight deal newsletters. The survey was voluntary and consisted of multiple choice and open-ended questions related to travel plans and specific airline policy changes.
There is a REASON why I call the new SWA upper management ‘Them’. Elliott Asset Management took the best things about the airline, the very things that made it money, and trashed them. We (wife and I) are 150,000-mile SWA Rapid Rewards fliers. We are now looking at Delta (at least you can get what you pay for there…)