If you frequently fly while living in the U.S., you may have heard this phrase at least once.

"Southwest allows two bags for free."

This one statement was the almost sole reason many people chose Southwest Airlines, and I was one of them.

I used their service primarily because I could send two checked bags for free. But... that's over now.

As of May 28, 2024, Southwest has started charging for bags.

The official announcement came the day before, very straightforwardly.

"Starting tomorrow, basic economy customers will be charged for checked baggage. The first bag is $35, and the second is $45."

It feels unpleasant, but they didn't outright apologize.

At this point, someone might say, "Isn't it strange that bags were free until now?"

But think about it. That was the very identity of Southwest.

Unlike other airlines that charged separately for baggage, Southwest had a more human touch.

"We will take responsibility for your two bags."

This was the core of their marketing.

Now, Southwest has quietly introduced baggage fees, saying, "We need to make money too."

Of course, there is a reason. They reported a loss of $149 million in the first quarter.

What that means is, "We are in urgent need of money, so sorry, but customers, please pay more."

Up to this point, it's understandable. Businesses need to make a profit.

But what feels worse is that we, the ordinary customers who trusted this airline and specifically chose it, have now become just another passenger on a regular airline.

With two bags, it's just the same as United or Delta.

Of course, there are exceptions. People who buy business select tickets? They don't have to pay baggage fees.

Loyal customers who signed up? Naturally free. Southwest co-branded credit card? You can check one bag for free.

Isn't this pattern too familiar? As always, it's the ordinary folks who end up opening their wallets more.

A bag that used to be free suddenly costs $80. So is it really a low-cost airline?

In the meantime, there's another announcement made in July. Starting in 2026, they will also eliminate the 'open seating policy'.

This was another signature of Southwest... Premium seats will incur additional costs, as they have already confirmed.

At this point, the question arises, "Why should existing customers fly Southwest?"

They have lost two of the few characteristics that sustained Southwest: free checked baggage and the open seating policy.

Just because Southwest changed its pricing policy doesn't mean the planes suddenly become more luxurious.

There won't be in-flight meals, nor will the seat spacing increase.

It's just the same plane, the same service, but now they are charging for baggage just like everyone else.

It would have been less of a betrayal if they had declared from the start, "We are also in the same business."

Southwest?

Now it's just becoming a story of "an airline that was okay in the past" in history.