• Southwest Airlines will start charging for checked baggage from May 28, impacting most passengers.
• The new policy limits free checked bags to elite members and those purchasing Business Select fares.
• This decision is part of broader cost-cutting measures amidst financial pressures and layoffs.
• Customer reaction has been overwhelmingly negative, with many expressing disappointment on social media.
• Industry experts speculate this change could significantly affect Southwest's brand loyalty.

In a significant policy shift, Southwest Airlines has announced that it will begin charging for checked baggage, marking the end of the airline's long-beloved "bags fly free" policy that had stood for over 54 years. Starting May 28, only A-List Preferred members and travelers who book the premium Business Select fares will be exempt from bag fees, with other passengers required to pay for their first and second checked bags. The exact pricing for these bags has yet to be disclosed.

The announcement, delivered by CEO Bob Jordan, cited the need to enhance revenue streams and adapt to changing market conditions as contributing factors to this decision. Jordan emphasized the airline's commitment to meeting customer needs and the expectation of returning to profitable levels that align with shareholder interests. "We have tremendous opportunity to meet current and future customer needs, attract new customer segments we don’t compete for today," said Jordan in an official statement. As Southwest continues to transform its business model, they will also no longer offer open seating, further aligning their operations with other major carriers.

This policy reversal has ignited considerable backlash among loyal customers on social media, with many expressing their dismay at Southwest adopting practices similar to those of its competitors. Users criticized the airline for abandoning what had been a key differentiator in its service offerings. "If bags don’t fly free, I don’t fly with thee," commented one upset customer, summarizing the sentiments expressed by many about lost loyalty to the brand.

Social media reactions have included comparisons to other carriers, questioning why regular passengers would choose Southwest now that it is no longer providing significant advantages, such as free checked bags and open seating. Former supporters have declared their loyalty diminished, leading industry experts to suggest that this could harm Southwest's long-standing reputation as a customer-friendly airline.

Beyond the baggage changes, Southwest is also navigating a challenging financial landscape. The airline has recently laid off around 1,750 employees, approximately 15% of its workforce, in an effort to create a more streamlined operation. This strategic pivot comes amid pressures from activist investor Elliott Investment Management, which has pushed for reforms to recover the company's profitability and boost stock performance.

The ramifications of this policy change remain to be seen, with analysts suggesting that the financial recovery Southwest hopes to achieve could come at the cost of its brand identity and loyal customer base. As the travel industry continues to adapt to economic pressures, the long-term implications of this shift for Southwest Airlines will unfold in the coming months. For more insights, visit NY Times, CBS News, and HuffPost.