Southwest Airlines has officially announced the reinstatement of its signature “bags fly free” policy. After facing backlash for discontinuing the beloved benefit earlier this year, the airline has listened to its customers and made a course correction that has already earned widespread praise. As of today, passengers flying with Southwest will once again be able to check up to two bags at no additional cost—a decision that marks a major win for budget-conscious travelers across the United States.
For decades, Southwest Airlines has stood apart from its competitors with a simple but powerful promise: two checked bags fly free. This policy became a cornerstone of the airline’s brand identity, symbolizing its commitment to transparency, customer care, and affordability. While most major U.S. carriers introduced fees for checked luggage in the late 2000s, Southwest resisted the trend, using its free baggage policy as a competitive advantage and marketing highlight.
However, earlier this year, Southwest made the controversial decision to end the policy due to mounting financial pressures and rising operational costs. The change was met with frustration from loyal customers and travel advocates, many of whom felt betrayed by the abrupt shift in values. Although the airline maintained its reputation for customer service in other areas, the elimination of free checked bags dealt a significant blow to Southwest’s public image and competitive edge.
It didn’t take long for the airline to realize the magnitude of the backlash. Social media campaigns, travel blogs, and passenger complaints made it clear: the free baggage policy was more than just a perk—it was a part of what made Southwest, Southwest. According to internal sources, customer satisfaction scores dipped noticeably in the months following the policy’s suspension. Loyal flyers began exploring other options, especially on routes where Southwest was no
longer the most cost-effective option due to the added baggage fees. Competitors were quick to take advantage of the situation, launching promotional campaigns highlighting their own limited-time baggage deals. It became evident that the removal of the free checked bags policy had not only dented customer goodwill but also jeopardized Southwest’s long-standing market position.
In light of this growing discontent, the airline’s executive team initiated a comprehensive review of customer feedback, market trends, and internal data. The findings were compelling: passengers who previously considered Southwest their go-to carrier were either booking less frequently or abandoning the airline altogether. Ultimately, the leadership came to a resounding conclusion—bringing back the “bags fly free” policy was not only the right thing to do ethically, but it also made sound business sense.
Southwest Airlines made it official: the free checked bag policy is back and here to stay. In a press release and across all its communication channels, the airline emphasized that this move was a direct response to customer voices.
“We heard our customers loud and clear,” said Bob Jordan, CEO of Southwest Airlines. “Southwest has always been about putting people first, and today we’re proud to reintroduce the policy that our passengers value so deeply. Free checked bags are more than a convenience—they’re a reflection of the respect we have for our travelers and the integrity we bring to every journey.”
The reinstated policy allows every passenger to check up to two bags free of charge, as long as they do not exceed the standard size and weight limits. The airline confirmed that no fuel surcharges or hidden fees would be added to compensate for the change—an important detail that reinforces the sincerity of the gesture.
Reactions from the Travel Community
The reaction from passengers and industry analysts alike was swift and overwhelmingly positive. Social media platforms lit up with enthusiastic responses from travelers celebrating the return of one of Southwest’s most treasured offerings.
“This is exactly why I love Southwest,” tweeted one longtime customer. “They actually listen. Two checked bags for free? Back on board, 100%!”
Travel bloggers, influencers, and consumer advocacy groups also praised the move, noting that in an industry often criticized for nickel-and-diming passengers, Southwest’s reversal showed humility and customer-first leadership.
“This is a rare moment in air travel,” said Rachel Morgan, a travel analyst for JetSet Insights. “Airlines don’t often walk back fee increases, but Southwest’s willingness to do so shows they understand their customer base better than most. This could be a major boost for their brand loyalty.”
Competitive Implications
With the reinstatement of its free checked bag policy, Southwest has instantly regained a competitive edge, especially for families, leisure travelers, and anyone looking to avoid the hidden costs that often come with flying.
For routes with comparable ticket prices across multiple airlines, the inclusion of two free checked bags can make a significant financial difference—sometimes saving travelers over $100 per round-trip. This gives Southwest a clear advantage in a market where passengers are increasingly sensitive to total trip costs.
Experts also believe this decision may put pressure on other budget carriers to reconsider their baggage policies. While it’s unlikely that legacy airlines will follow suit, especially given their reliance on baggage fees for ancillary revenue, there’s potential for smaller carriers or regional airlines to test similar offers in specific markets to attract price-conscious consumers.
A Strategic Move Toward Recovery
Southwest’s reinstatement of its iconic policy comes at a critical time for the airline. In recent months, the company has been working to recover from operational disruptions, labor challenges, and heightened competition. Rebuilding customer trust has become a top priority—and this policy change is a major step forward.
Analysts suggest that the move could also help boost ticket sales in the coming months, especially as the busy summer travel season approaches. Families planning vacations, students traveling home, and even business travelers carrying extra gear now have more reason to consider Southwest for their next flight.
Additionally, the move helps reaffirm the airline’s image as a customer-focused carrier—a brand that values fairness, clarity, and consistency. In a world of confusing fare classes, added fees, and shrinking legroom, Southwest’s approach remains refreshingly simple: no change fees, open seating, and now, free bags again.
Looking Ahead
As travelers prepare for upcoming trips, many will be reassessing their airline preferences in light of this announcement. The return of free checked bags is not only a practical benefit but also a symbolic gesture that reinforces Southwest’s unique place in the airline industry.
It remains to be seen how this decision will affect the airline’s bottom line over the long term, but early indicators suggest a strong positive impact. Booking inquiries reportedly spiked within hours of the announcement, and customer engagement across social media has been at its highest in months.
More importantly, Southwest has demonstrated a willingness to admit mistakes and act decisively to correct them—a trait that’s rare and admirable in any business, especially one as complex and competitive as air travel.