Southwest’s Gamble: It’s Now Just Like Every Other Airline
Skift Take
Southwest’s reversal on baggage fees is part of an avalanche of major changes the carrier has made within the past year. Is Southwest catching up to its competition or is it losing its uniqueness?
Southwest, once a disruptor, is starting to look a lot like other airlines.
“Two bags fly free,” was a trademarked slogan for Southwest and a core part of its brand identity. The announcement Tuesday that it would add bag fees is only the latest in a long list of changes that bring it in line with other carriers.
Executives announced last year they would get rid of its open boarding process in favor of assigned seating. Southwest flights are now available on Google Flights and Expedia, which the carrier had resisted for years. It will have a nonrefundable basic economy fare – like e
