One Year Ago, Southwest Airlines Ended Its Most Beloved Policy

For decades, Southwest Airlines was known for its customer-friendly policy that allowed each passenger two complimentary checked bags on all of its flights. The policy was so ingrained in the identity of Southwest that the airline even trademarked the phrase "bags fly free" to use in its marketing.

However, a year ago today, the airline officially moved away from that policy as it began charging customers for checked luggage. While customers were obviously not happy, the airline still seems to be satisfying its customers.

Southwest Ends Free Bags

Back in March of 2025, Southwest Airlines announced to its customers that it would end its iconic "bags fly free" policy and begin charging for checked bags, with CEO Bob Jordan calling it a "tremendous opportunity" for the airline to reach certain profit levels.

"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.

The airline officially began charging for checked bags on all flights on or after May 28, 2025, with the first checked bag costing customers $35 and a second bag costing $45. When Southwest previously allowed two checked bags free of charge, two checked bags would now cost $80.

Less than one year after the airline began charging for checked luggage, Southwest increased those fees as the global cost of oil skyrocketed as a result of the conflict in Iran. Southwest raised its fees by $10, making the first checked bag $45 and the second $55. Two checked bags now cost $100 when they used to both be free.

Customers Still Satisfied

Despite the change and the backlash that followed Southwest's decision to end its "bags fly free" policy, the airline still ranked at the top in terms of customer satisfaction in its category.

On May 6, J.D. Power released its 2026 North America Airline Satisfaction Study, and for the fifth straight year, passengers in the economy and basic economy market segment named Southwest Airlines as the top airline in the United States.

"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."

While the margin between Southwest and second-place Delta shrank considerably – from 31 points last year to just three points this year – Southwest maintained the top spot, indicating that it still had considerable support from customers even if the change did hurt a bit.

This story was originally published by Men's Journal on May 28, 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 May 28, 2026 at 6:05 AM.