Southwest Airlines is undergoing significant changes, aiming to transform from its traditional “open seating” boarding process to a more structured and premium experience. Here’s a breakdown of the key changes and their implications:
Update, October 2026: here’s what actually happened
- Checked bags: since May 28, 2025, the first bag costs $35 and the second $45. Southwest credit cardholders and A-List members get the first bag free for themselves and up to eight people on the same reservation, and tickets booked by May 27, 2025 kept two free bags (Frequent Miler).
- Assigned seating: it started on flights from January 27, 2026, with sales from July 29, 2025. The first five rows are extra-legroom seats with about five more inches, preferred seats sit toward the front, and standard seats are behind the exit rows (NBC DFW).
- Fares and credits: a new Basic fare launched May 28, 2025, with Choice, Choice Preferred and Choice Extra announced to replace Wanna Get Away Plus, Anytime and Business Select. Flight credits created on or after May 28, 2025 now expire, typically a year after purchase and six months for Basic fares (University of Colorado travel office).
- Rapid Rewards overhaul (announced October 15, 2026, starts January 1, 2027): A-List becomes Silver (35,000 tier qualifying points or 25 flights), A-List Preferred becomes Gold (65,000 or 50) and a new Platinum tier (140,000 or 100) comes with unlimited Companion Pass trips; 95,000 or 75 flights gets three Companion Pass trips. Every Southwest credit card earns 1 tier qualifying point per $1. Points earned on Choice Preferred fares drop from 10 to 8 per dollar and on Choice Extra from 14 to 10, and Gold’s flight bonus is 60%, down from A-List Preferred’s 100%. On the plus side, Southwest points can be redeemed on Icelandair, China Airlines and Etihad from spring 2027, including premium cabins, and the first Southwest Icon lounges open in late 2027 for a new premium Chase card (Southwest).
- Companion Pass: 135,000 qualifying points or 100 one-way flights through December 31, 2026; a pass earned this year lasts through 2027. From 2027, credit card welcome, referral and anniversary bonuses no longer count, which ends the easy card-bonus route. What changes and the last chance under the old rules are in my Southwest Companion Pass guide.
- My take: these changes are bad for most people. Since an activist hedge fund took a large stake in Southwest in 2024, the airline seems to have walked away from almost everything that made it unique for flyers, and it’s turning into just like all the others. The one silver lining is the partner awards, premium cabins included, if the prices turn out to be reasonable.
Seating Changes
- Assigned Seating: Southwest is moving away from its essentially first-come, first-served (or at least first to check-in, first to seat) boarding process to assigned seating like traditional airlines have. This aims to enhance passenger comfort and streamline boarding.
- Premium Cabins: The introduction of premium cabins aims to offer a more luxurious experience, including better seats and additional amenities. This will likely please business travelers and other frequent travelers.
Luggage Policies
- Enhanced Luggage Options: The new changes may include more flexible luggage policies, potentially allowing for more carry-on space or additional checked bags for premium passengers. While it’s likely the current policy allowing two checked bags will not change, it seems that might eventually change down the road as well.
Rewards Programs Implications
- Rapid Rewards: Southwest’s loyalty program, Rapid Rewards, will likely see adjustments to align with the new seating and service model. Expect updates on earning and redeeming points, particularly for premium seating options.
- Elite Status Perks: Elite members may receive additional benefits, such as priority boarding for assigned seats and extra luggage allowances.
Credit Card Implications
- Co-Branded Credit Cards: Southwest’s credit card offerings may see updates, with new perks tailored to the premium experience. Look for benefits like additional free checked bags, priority boarding, and higher points earnings on premium fares.
- Enhanced Rewards: Cardholders might enjoy increased points multipliers for booking premium cabins, further incentivizing the use of Southwest’s co-branded cards.
Analysis and Insights
Southwest’s shift towards a more traditional airline model aims to attract business travelers and those seeking a higher level of service. While this may alienate some loyal customers who appreciate Southwest’s unique boarding process, the potential benefits include:
- Improved Customer Satisfaction: Assigned seating can reduce the stress of boarding and ensure a more pleasant travel experience, especially to those that haven’t experienced Southwest boarding in the past.
- More Competitive: Offering premium cabins positions Southwest more competitively against other major airlines that already provide such services.
- Revenue Growth: Premium seating and services can drive additional revenue. Other airlines earn billions of dollars in extra fees for seating and luggage.
Old vs. New Comparison Chart
| Feature | Current Southwest Policy | New Southwest Policy |
|---|---|---|
| Seating | Open seating | Assigned seating |
| Premium Cabins | No | Yes (details unconfirmed) |
| Luggage Allowance | 2 free checked bags | Enhanced for premium |
| Rewards Program | Rapid Rewards | Updated Rapid Rewards |
| Credit Card Benefits | Standard perks | Enhanced perks for premium |
Conclusion
Southwest’s changes are a strategic move to enhance the overall travel experience, cater to a broader audience, and, frankly, make more money. I have become quite appreciative of Southwest after having a child, given the checked baggage allowance is pretty important now. The boarding process has always been annoying to me, although I’m not sure how much better the “gate-lice” situation with other airlines is. Southwest is following the lead of JetBlue and others by making these changes, so you can expect even more to come in the future, most of which will probably be negative for readers of this website.
