Southwest Considering High-End Perks After Ending ‘Bags Fly Free,’ CEO Says

According to the company’s chief executive, Southwest Airlines is investigating significant benefits including first-class seats, airport lounges, and flights to Europe in an effort to attract more passengers.

A Southwest Airlines aircraft in midair.

A Southwest Airlines aircraft on a tarmac.

The remarks were given by CEO Bob Jordan on Wednesday, June 25, at an industry convention in Arlington, Texas. His comments are the most recent indication of change at the Dallas-based airline, which recently started selling basic economy tickets and abandoned its long-standing “Bags Fly Free” policy for the majority of passengers.

Later in 2025, Southwest also intends to introduce Choice Extra, a new premium fare class.

Jordan told CNBC during the conference, “We won’t take any of that off the table, regardless of what customers need in 2025 or 2030.” “We won’t say, ‘We would never do that,’ but we will do it the Southwest way. We are aware that we refer passengers to other airlines since we are unable to provide some items that you may desire. This covers items like lounges, genuine premium, and long-haul international travel.

Southwest mostly serves local and shorter international routes to Central America and the Caribbean, and it currently solely operates Boeing 737s. According to Jordan, Southwest might someday operate flights to places throughout Europe.

The business would have to purchase long-range aircraft.

“No commitment, but you can certainly see a day when we are as Southwest Airlines serving long-haul destinations like Europe,” Jordan stated. “Obviously, you would need a different aircraft to serve that mission and we’re open to looking at what it would take to serve that mission.”

Southwest is also keeping an eye on rivals like American, which recently revealed plans to increase its Miami lounge area. In an effort to draw in affluent passengers, other airlines, such as United and Delta, have increased lounge access and luxury seating in recent years.

According to Jordan, Southwest hasn’t noticed a noticeable decline in customer loyalty despite charging most passengers $35 for their first checked bag and $45 for a second.