Southwest Airlines expands fare listings to Google Flights and Kayak amid financial pressures

Southwest’s fares are often higher than those of competitors but include two free checked bags—a factor not well highlighted by online travel agency sites that focus primarily on schedule and price comparisons.

Regulatory changes initially appeared favorable for Southwest. New federal rules mandated that all platforms displaying flight schedules and prices also account for additional fees such as seat selection and checked baggage fees. This was expected to make Southwest appear more competitive. However, these rules were enjoined by the U.S. Court of Appeals for the Fifth Circuit, casting doubt on their implementation and leaving Southwest's fares less attractive in side-by-side comparisons.

Enilria highlights that Southwest needs greater visibility online due to weak market penetration outside dominant hubs like Atlanta (ATL) and Houston (IAH). In major cities like New York (LGA), their market share remains low among both residents and visitors.

This situation mirrors past challenges faced by Independence Air, which struggled with brand awareness beyond its base in Washington Dulles despite offering low fares.

For Southwest Airlines, appearing on comparison sites may necessitate adjustments such as adopting basic economy models or reducing baggage allowances while maintaining their "bags fly free" policy as a key differentiator.

Negotiations with Kayak likely proceeded under the assumption that Department of Transportation rules requiring comprehensive fee-included price displays would take effect. With these regulations now uncertain, Southwest faces complications in its revised distribution strategy aimed at increasing customer acquisition from smaller airports.