'A Nasty Move': Social media reacts as Southwest Airlines ends free checked bags after 54 years

Passengers voice frustration as Southwest Airlines ditches a decades-old perk, many question the airline's future.

Southwest Airlines made a bold move on March 11, 2025, announcing the end of its long-standing free checked bags policy, which had been a hallmark of the airline for over five decades. For 54 years, the company allowed all passengers to check two bags at no extra cost, but starting May 28, 2025, this perk will be available only to select groups of travelers.

As part of the change, Southwest will continue to offer two free checked bags for Rapid Rewards A-List members and Business Select passengers, while A-List members and certain other customers will receive one free checked bag. Passengers holding Rapid Rewards credit cards will also get a credit for one checked bag. However, those outside these categories will now be required to pay fees to check their bags.

The decision has sparked an outcry on social media, with many passengers expressing their disappointment over the loss of a signature Southwest perk. One Twitter user wrote, “There’s literally no reason to fly Southwest now. The bags were literally the only advantage they had.” Another said, “That was a nasty move for Southwest Airlines. They even could have dropped the free bag allowance down to 1. But snatching both free checked bags is just greed.”

Southwest flights are $400 and now they are charging for bags lol that's nuts

— Symoné B. Beez (@SymoneBeez) March 11, 2025

That was a nasty move for Southwest Airlines. They even could have dropped the free bag allowance down to 1 . But snatching both free checked bags is just greed.

— KDub 🤎 (@AsToldByKristen) March 11, 2025

If Southwest Airlines had assembled a focus group and asked them "what's the stupidest thing that we could do to ruin our company," this is what they would have come up with. pic.twitter.com/sKHM2sFRK3

— Doug Gladden (@DougtheLawyer) March 11, 2025

Southwest's move to charge for checked luggage follows growing pressure from Wall Street to boost profitability. The airline has long been a leader in offering free baggage, while competitors such as American Airlines and Delta already charge for checked bags.

However, Southwest's stock rose by more than 9% following the announcement, signaling that investors may view the policy change as a step toward greater profitability. Southwest estimates that charging for checked bags will generate an additional $1.5 billion in revenue annually.

CEO Bob Jordan defended the decision in a statement, saying, "We have tremendous opportunity to meet current and future customer needs, attract new customer segments we don’t compete for today, and return to the levels of profitability that both we and our shareholders expect."

The policy change, while unpopular with many passengers, is part of a broader strategy to adapt to the airline's shifting financial pressures. In addition to the baggage fee introduction, Southwest also announced that it would be introducing a new basic fare for its lowest-priced tickets. The airline has also been undergoing a restructuring process that includes laying off 1,750 employees, or 15% of its corporate workforce, in an effort to become a “leaner, faster, and more agile organization.”

Despite the backlash, the company remains committed to its decision, with Jordan saying that the changes will help the airline remain competitive in a rapidly evolving market. “We’re going to build a great company, and we’re going to be disciplined and detailed and factual and honest and hardworking, and that’s how we’re going to do it. And honest with each other,” he added.

However, many long-time Southwest passengers remain skeptical. One Twitter user lamented, “Southwest letting you check 2 bags for free was the ONLY thing keeping them in business. If I gotta pay for BOTH bags now AND you cost just as much as a BETTER airline, why wouldn’t I go with them instead? Their pockets are about to HURT!! This won’t last long.”

Southwest letting you check 2 bags for free was the ONLY thing keeping them in business. If I gotta pay for BOTH bags now AND you cost just as much as a BETTER airline, why wouldn’t I go with them instead? Their pockets are about to HURT!! This won’t last long 😂😂😂 pic.twitter.com/mwSBOe9Bra

— The Real Destiny Marilyn (@sweet_novacanee) March 11, 2025

Southwest cancels bags fly free means they don’t know their customers. pic.twitter.com/cMCmonn0yJ

— Kevín (@KevOnStage) March 11, 2025

This is how you destroy a brand @SouthwestAir. This is one of the primary reasons I choose to fly this airline over American (of Dallas-based airlines with the best nonstops)

The moves Southwest is making are incredibly disappointing for those who have been loyal to this airline https://t.co/rkNwDD2C08

— Amanda Atwell (@AmandaMAtwell) March 11, 2025

Southwest's latest policy change comes after a series of other notable shifts, including the end of its open-boarding system in favor of assigned seating, which will take effect next year. While the airline is betting on its new revenue strategies to offset potential losses in customer loyalty, the fallout from this decision could alter the airline's reputation as a customer-friendly budget airline.