Southwest Airlines CEO Bob Jordan has reassured customers that the airline has no intention of abandoning its long-standing two-free-checked-bags policy. Amid a broader industry trend of shrinking passenger perks and increasing fees, Jordan reaffirmed the airline’s commitment to its customer-friendly baggage policy, calling it “part of our DNA.”
Speaking at an event covered by The New York Times, Bob Jordan emphasized that the free checked bags policy remains central to the Southwest brand, helping to differentiate the airline from competitors like American and United, which charge for most baggage options. “We’re not going to charge for bags,” Jordan told the Times, quelling rumors sparked by earlier company announcements hinting at “new revenue opportunities.”
Despite investor pressure to boost earnings through ancillary fees, Jordan doubled down on customer trust: “When you buy a ticket from us, you know what you’re going to get.” According to Newsweek, the CEO’s comments were aimed at both clarifying the airline’s position and addressing confusion caused by cryptic corporate language in recent financial calls.
Premium Seating Plans Hint at Revenue Shift
While baggage policies remain untouched, Southwest is exploring new strategies to increase revenue without eroding its customer-first identity. A key focus is enhancing its seating model. As Men’s Journal reported, Bob Jordan revealed that the company is in the early stages of introducing a new seating option that would allow passengers to pay extra for more desirable seats, particularly aisle or front-row locations.
Currently, Southwest employs an open-seating model based on boarding group priority, not assigned seats. The proposed change would preserve the general boarding process while offering some customers more flexibility and comfort for a fee. “We’re trying to preserve the spirit of open seating but offer choice to those who want it,” Bob Jordan said.
Although no final decision has been made, the airline is testing customer response to the concept and may roll it out in phases. According to internal discussions, the goal is to appeal to a segment of travelers willing to pay for convenience, without alienating loyal flyers who appreciate Southwest’s egalitarian approach.
Customer-Centric Values Meet Strategic Evolution
Southwest Airlines faces a delicate balancing act: evolving its offerings to remain competitive and profitable while holding onto the consumer goodwill it has cultivated over decades. Bob Jordan’s recent comments reflect an awareness of this tightrope walk. While the airline is open to monetizing seating preferences, it is drawing a clear line at its baggage policy, signaling that some elements of the Southwest experience are non-negotiable.
The airline has also hinted at other upgrades in the pipeline, including technology enhancements and loyalty program improvements, all designed to increase customer satisfaction rather than sneak in hidden costs. As competitors continue to pile on fees, Southwest’s decision to protect key perks could strengthen its brand in the long run.
In a time when many airlines are optimizing for profit at the expense of passenger experience, Southwest appears committed to a more measured strategy—modernizing, but not compromising its core values.
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Sources:
https://www.nytimes.com/2025/07/06/business/southwest-bags-seats-bob-jordan.html
https://www.newsweek.com/southwest-airlines-changing-baggage-policy-why-2095325
