Southwest Got a Clear Answer From Customers After Ending Free Bags

Last year, Southwest Airlines took a risk by ending its iconic "bags fly free" policy as the airline began charging customers for checked luggage after previously allowing two complimentary checked bags per passenger. However, it's pretty clear that the move worked.

While Southwest initially did receive some strong pushback from customers for its decision to move away from free bags, it's since become quite clear that Southwest has retained its customer base and continues to provide more customer satisfaction than its competitors.

Southwest Decided to End Free Bags

In March 2025, Southwest Airlines informed customers that it would be ending its beloved and long-standing "bags fly free" policy and introducing fees for checked luggage. At the time, CEO Bob Jordan described the move as a "tremendous opportunity" to help the airline achieve its financial goals.

"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," Jordan said at the time.

Southwest officially implemented the new baggage fees for flights on or after May 28, 2025. Under the policy, travelers were charged $35 for their first checked bag and $45 for a second checked bag. A service that had previously allowed passengers to check two bags at no cost now carried a total price tag of $80.

Less than a year after rolling out the checked-bag charges, Southwest raised those fees again as oil prices surged worldwide amid the conflict in Iran. The airline increased each fee by $10, bringing the cost of a first checked bag to $45 and a second checked bag to $55. As a result, checking two bags now costs travelers $100 for a perk that was once completely free.

Message Has Been Loud and Clear

While the decision to end free bags obviously came with a risk, especially after the immediate pushback from customers, the reality is that the move has worked out well for Southwest Airlines. Not only have the checked bag fees led to a surge in revenue for the airline, but customer satisfaction is still high and the airline is still performing well.

Earlier this month, J.D. Power released its 2026 North America Airline Satisfaction Study. For the fifth straight year, economy and basic economy market passengers named Southwest Airlines as their top airline, even despite the airline ending free bags.

"Earning the top spot for a fifth consecutive year is a powerful demonstration of the experience our People provide to our Customers," said Tony Roach, Southwest Airlines Executive Vice President and Chief Customer and Brand Officer, in a news release. "As we continue to evolve and introduce new enhancements at Southwest, this recognition reflects the consistency, care, and reliability our Employees bring to every Customer interaction, every day."

It wasn't just J.D. Power, either. The Points Guy rated Southwest Airlines as the third-best airline in the country in its annual Best U.S. Airlines study, behind only Delta and United. And it sounds like there's a chance that ranking could climb next year.

"If Southwest bolsters its offerings with lounges (as rumored) don't be surprised if it makes a run at the top spot," said The Points Guy's Sean Cudahy.

The move to end free bags may have been unpopular with customers, but it's pretty clear that it worked out for the company from a business perspective.

This story was originally published by Men's Journal on Jun 5, 2026, where it first appeared in the Travel section. Add Men's Journal as a Preferred Source by clicking here.

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This story was originally published June 5, 2026 at 10:21 AM.