Still Love Southwest Airlines? Loyal Passengers Just Got Some Very Good News (at Least Until 2026)
In an era of rapidly shifting airline policies, growing fees, and disappearing customer perks, one airline has just delivered a pleasant surprise—at least to its most loyal flyers. Southwest Airlines, long known for its no-nonsense pricing and fan-favorite Rapid Rewards program, has made a major announcement that has sent ripples of joy through its most dedicated passengers.
As of April 2025, the Dallas-based carrier has confirmed it will not make any negative changes to its Rapid Rewards program or introduce new fees—at least not until the start of 2026. That means no added baggage fees, no seating upcharges, and no hidden costs sneaking their way into the booking process. For the next 20 months, frequent Southwest flyers can rest easy knowing the airline’s famously customer-friendly policies are here to stay.
And in a market where loyalty programs are increasingly stripped down or restructured to favor elite spenders, this move by Southwest is more than just a relief—it’s a defiant statement. For now, the carrier is drawing a line in the sand and signaling to its loyal base: “We’re still on your side.”
Loyalty in a Time of Turbulence
The commercial airline industry has seen massive disruption in the last five years. From pandemic-driven shutdowns to skyrocketing jet fuel prices and labor unrest, airlines across the globe have scrambled to recover and rebuild. Unfortunately for passengers, that rebuilding has often come at their expense. Many major carriers have tightened loyalty programs, raised elite thresholds, and introduced fees for what used to be free services.
Delta, United, and American Airlines, for example, have all made controversial adjustments to their frequent flyer programs. Whether it’s raising the spending requirements for elite status or devaluing miles when redeemed for flights, those changes have left many travelers disillusioned.
Enter Southwest Airlines—a carrier that, for the most part, has resisted this race to the bottom. Its decision to maintain current Rapid Rewards benefits through 2025 bucks the trend and brings welcome stability.
What Exactly Is Staying the Same?
Let’s break down what this announcement means, practically speaking, for Southwest passengers:
1. No Change to Baggage Policy
Southwest remains the only major U.S. airline that allows two free checked bags per passenger. In an industry where even a carry-on can cost you, this perk is a massive value-add. Executives have confirmed that this policy will remain untouched through the end of 2025.
2. No Change to Open Seating
While open seating might be controversial among some travelers, Southwest has consistently held to its system. There are no plans to introduce seat selection fees or reserve certain rows for elite passengers.
3. Rapid Rewards Stability
The point system, redemption values, and elite qualification thresholds (like A-List and A-List Preferred) will stay as they are. There will be no increased spending requirements, no shift to a revenue-only earning model, and no devaluing of Rapid Rewards points during this period.
4. No New Fees
There are no plans to introduce fees for printing boarding passes at the airport, selecting early boarding, or speaking to a customer service agent—fees which have quietly emerged at other carriers.
5. Companion Pass Remains Untouched
The Companion Pass, one of the most lucrative perks in the airline industry, will retain its current requirements and benefits. For passengers who earn it, a designated companion still flies free (excluding taxes and fees) with them on every trip through the duration of the pass.
A Loyalty-Based Strategy
Southwest’s decision isn’t just an act of generosity—it’s a strategic one. While other carriers are focusing on squeezing more revenue from fewer elite customers, Southwest is doubling down on its broad customer base. The company is betting that goodwill, clarity, and consistency will pay off in loyalty, bookings, and brand preference.
According to the airline’s Chief Customer Officer, Alicia Ralston, “Our customers have been through a lot over the last few years—delays, policy changes, and shifting expectations from other carriers. We want our passengers to know they can count on us. We’ve made a deliberate choice to give our loyal flyers peace of mind.”
That peace of mind may translate to increased market share. In a 2024 J.D. Power Airline Loyalty Program Satisfaction Study, Southwest’s Rapid Rewards ranked first among U.S. domestic carriers—thanks in large part to its transparency and perceived fairness. This latest move only cements its position.
Why Now?
Industry analysts speculate that Southwest’s decision to freeze program changes and maintain policies is part defensive, part opportunistic.
On one hand, it helps the airline fend off discontent. In late 2023, Southwest suffered a blow to its reputation due to a holiday season meltdown caused by outdated crew scheduling systems. The airline spent months recovering from the backlash. This freeze on policy changes could be part of a broader effort to rebuild trust and re-engage with customers.
On the other hand, it positions Southwest to scoop up dissatisfied elite members from rival carriers. As airlines like Delta make elite status harder to obtain, many frequent flyers have begun to look elsewhere. By holding steady, Southwest makes a compelling case: “Come fly with us—you’ll still get value for your loyalty.”
A Temporary Gift?
Despite the positive reception, the announcement does come with a ticking clock. The guarantee is only valid until January 1, 2026. After that, all bets are off.
Executives were candid about the temporary nature of the decision. Ralston clarified: “We are always assessing the industry and our operational needs. This policy stability through 2025 gives us and our customers breathing room—but we’ll continue to review our programs and offerings in light of long-term sustainability.”
In other words, this is a grace period—not a permanent policy. That means travelers would be wise to make the most of it while they can.
Customer Reaction: Relief and Gratitude
Initial customer reaction has been overwhelmingly positive. Frequent flyers have taken to social media to express their gratitude and relief.
One Rapid Rewards member from Chicago wrote on X (formerly Twitter): “I just hit A-List again with @SouthwestAir and I’m thrilled to hear they’re not changing anything. This is why I stick with them—even when the flight