Over the past several months, Southwest Airlines has undergone a bit of an identity shift, ending many longstanding policies, moving forward with changes to its overall flight strategy, and introducing some new perks to customers.
Some of these changes have been well received; others have not. But Southwest is certainly not the same airline that it was even just a few months ago.
Here is a rundown of all the major changes the airline has announced or already implemented over the past several months.
The End of Free Bags
Southwest Airlines had long been known as the only major airline that still offered free checked baggage. The airline even owned a trademark on the phrase “bags fly free.” However, that policy is now a thing of the past.
In May, Southwest Airlines officially instituted checked bag fees, adding a $35 charge for the first bag and $45 for each additional checked bag.
While customers were certainly not happy about the change, it’s pretty clear that Southwest is committed to it. In fact, CEO Bob Jordan actually appeared optimistic about the changes during some recent comments.
“The revenue contribution from bag fees has exceeded our expectations so far, and we’ve experienced no negative impact to the operation,” Jordan said earlier this year.
It’s worth noting that Jordan’s optimism isn’t necessarily backed up by the actual data.
Assigned Seating Instead of Open Seating
For decades, Southwest Airlines has stood out in the airline industry thanks to its unique open-seating policy, where travelers simply picked any available seat upon boarding, determined by their check-in order.
However, that’s all about to change, as beginning in January of 2026, the airline will be moving toward an assigned seating model.
Starting in January, customers will instead select from four fare categories: “Basic,” “Choice,” “Choice Preferred,” and “Choice Extra.” Passengers booking the “Basic” option will either be automatically assigned a seat the day before departure or have the option to pay extra to choose one. The other fare levels will come with complimentary seat selection included, though they obviously cost more to begin with.
The change was made to help boost the bottom line, but Southwest also claims to have made this move following customer feedback.
Moving Away From a Point-to-Point Model
If you value nonstop flights that get you from one point to another with no layovers, there’s a good chance that Southwest Airlines has been your go-to airline over the past several years with its point-to-point model. However, Southwest is in the process of moving away from that model.
Most major airlines throughout the United States use a hub-and-spoke model for their flights, connecting many smaller cities to a central hub. Southwest Airlines, instead, has used a point-to-point model that prioritizes connecting cities with direct flights regardless of distance.
While a point-to-point model is faster and generally preferred by customers, a hub-and-spoke model is much more efficient and cost-effective, which is why it’s been utilized by most major airlines.
Over the past several months, Southwest Airlines has made it clear that it intends to move away from its pure point-to-point model and embrace more of a hybrid approach. The airline has seemingly already begun moving forward with this plan, cutting several direct routes from a major city, and it’s likely that more direct routes will be cut in the future.
Expanding Internationally
Southwest has long been an airline that prioritized domestic travel, offering few international routes, usually to short-haul vacation destinations like Mexico and the Caribbean. The airline has recently confirmed that it is looking to expand its international offerings.
“Southwest Airlines is continuing to consider ways to grow our business as we evolve to meet the needs of our current and future customers,” Southwest said in a statement to CNN. “One of the things we are exploring is the potential to expand our network to new international destinations on our Boeing 737 aircraft.”
Southwest did not confirm where it was looking to expand or when these new routes might go into service, but it is clear that the airline intends to move in that direction in the future.
Free In-Flight WiFi
Southwest Airlines has offered in-flight WiFi for purchase for the past several years, but the airline recently announced that it would be moving forward with offering free WiFi to its Rapid Rewards members.
“All Southwest Rapid Rewards Customers, regardless of their wireless provider, will be able to access free WiFi for the duration of their flight,” Southwest Airlines said in a press release last week.
The new perk will go into effect beginning on Oct. 24, 2025.
“We are focused on making sure our Customers have a great experience from the time they book a flight to the time they reach their destination,” said Tony Roach, Southwest’s chief customer and brand officer. “We’re pleased to partner with T-Mobile to bring free WiFi to all Rapid Rewards Members. This is part of our ongoing commitment to elevate the cabin experience, with free WiFi being just one of the many enhancements Customers will see in the months ahead.”
