Southwest Airlines has recently made significant changes to its fare structure, particularly affecting its longstanding policy of allowing two bags to fly free. This change, driven by new majority investor Elliott, aims to increase profitability but has led to dissatisfaction among frequent flyers. Additionally, Southwest is replacing its Wanna Get Away Fare with a new Basic fare, which strips away several benefits that were previously included, such as free changes, cancellations, and same-day standby options. These changes come as the airline seeks to boost revenue under the leadership of CEO Bob Jordan and COO Andrew Watterson.
The shift in baggage policy and fare restructuring has sparked criticism from loyal customers who feel their loyalty is being undervalued. In response to these changes, competitor Frontier Airlines has introduced promotions to attract disenchanted Southwest customers, emphasizing benefits like seat selection and free carry-on bags. Frontier CEO Barry Biffle has taken this opportunity to contrast Frontier’s customer-focused approach with Southwest’s recent decisions.