Making Sense of the Changes at Southwest Airlines

Things at the low-fare carrier are not as luv-ly as they used to be.

A Boeing 737–800 departs from Phoenix’s Sky Harbor International Airport. Boeing flies only three aircraft types: the one featured above, the Boeing 737–700, a slighly smaller version, and the 737 MAX 8. As of 2024, Southwest had 816 aircraft. Photo by Quintin Soloviev on Wikimedia Commons.

Author’s note: I worked in the travel industry for 22 years, many of those with one of the “Big 3” airlines. I’m an aviation geek and have continued to monitor the industry while retired from full-time work. It is fascinating and dynamic. No doubt, some of the things I talk about in this article will change as they have yet to be implemented. I’m anxious to know what their customers will think about the “new” Southwest.

Southwest Airlines has always been the airline passengers “luv” to hate.

(The term “luv” has been a staple of the airline’s marketing for years.)

Southwest’s primary draw was its low fares, which introduced air travel to a new generation of passengers who had never flown.

Customers were also attracted to its signature “Bags fly Free” proposition, offering no baggage charges for up to two pieces per passenger.

However, the airline has been criticized for its boarding process and lack of seat selection. This kept many corporate travelers away because nothing is as coveted as the ability to select your favorite seat. Thus, the airline focused on leisure travelers and those first-time customers who were more…