Southwest Airlines faces passenger backlash over new baggage policies

The airline also introduced a restrictive basic fare class with non-changeable tickets and implemented a variable award pricing system for its Rapid Rewards program. Flight credits now have expiration dates: twelve months for standard class fares and six months for basic class tickets.

These changes have left passengers uncertain about Southwest's value proposition. Initial confusion over baggage fees was clarified when Reuters reported charges of $35 for the first checked bag and $45 for the second—lower than many competitors' fees.

Despite customer dissatisfaction, Southwest aims to increase revenue from checked bag fees and enhance its loyalty program's appeal. The introduction of these changes is seen as necessary to maintain operations in underserved markets and fend off competition from legacy airlines.

"At the end of the day," said one observer, "Southwest Airlines passengers are undoubtedly worse off as a result of these changes." While elite members may find increased value in loyalty programs, others may reconsider flying with Southwest due to new costs associated with checked luggage.

Financial analysts suggest that while these moves risk alienating customers, they could be crucial for sustaining Southwest's business model amid competitive pressures and thin profit margins in certain markets.