Southwest Airlines Answers Questions About Upcoming Changes

Southwest Airlines has made quite a few changes in recent months, some good and some not so good. The Dallas based carrier has been taking a lot criticism on social media and in the blogosphere (from me as well) and has decided to answer some questions it has been getting from customers specifically related to its new bag policy.

In an email to customers, Southwest’s Executive Vice President of Customer and Brand, Tony Roach, provided an update. I have embedded the video and summarized the discussion below if you don’t want to watch the full thing. If you’re a Rapid Rewards member, you should have a copy in your inbox as well.

Roach starts by acknowledging that the airline has made many changes recently but that the bag changes will “build a Southwest that can offer you more than we do today.” Now lets dive into the Q&A:

• For Tier Members and Rapid Rewards Credit Cardmembers, will the new bag policy apply for all travelers on a reservation?: Yes, for up to eight additional travelers.
  • As a reminder, starting May 28, 2025, A-List Preferred customers get two free checked bags while A-List and Rapid Rewards Credit Cardholders will be allowed one checked bag.
• When will we know the charges for the first and second checked bags?: Southwest can’t comment on future pricing and fees that haven’t gone into effect but notes that bag fees will “be in line with the industry standards.” This comment surprises me as I can’t imagine they aren’t able to release pricing until the fee goes into effect. If they are allowed to, than the above statement makes it seem like they still haven’t figured out how much to charge.
• If I’ve already booked my flight for travel after May 28, 2025, will I be charged for checked bags?: No. May 28th is the first date the airline will sell fares that don’t include free checked bags.
• If I’m a Companion Pass Holder with bag benefits, will they apply to my companion?: Yes, but companions will need to pay for checked bags before receiving a refund to their original form of payment. There has to be a better way to do this.
• Will my credit card benefits be updated now that Southwest is moving to assigned seating?: Yes, benefits will be updated later this year to include seating benefits.
• What does it mean that Southwest will begin to “vary redemption rates” and when will that begin?: Redemption rates will move to dynamic pricing based on demand. The airline tries to spin this as a positive by noting that it allows them to offer any available seat for a redemption, though in reality this is a devaluation as pricing has historically been tied to the dollar value of the ticket.

While the answers provided above don’t reveal any massive updates, it does acknowledge the fact that passengers are frustrated and confused about the new changes. It also directs customers to the airline’s Help Center should they have additional questions. I can’t help but wonder if we’ll see the airline backtrack slightly, possibly offering one free bag across the board.

Summary

Southwest’s Executive Vice President of Customer and Brand, Tony Roach, has provided a video update to customers regarding the changes coming to the Dallas based carrier. While the Q&A doesn’t provide much additional detail, it seems like the company is feeling some pressure after deciding to charge for checked bags for the first time.