It’s been nearly a month since Southwest Airlines announced a slew of major changes to its business, including eliminating its much-loved ‘Bags Fly Free’ policy and introducing a Basic Economy fare but only now is the airline is asking frequent flyers whether the shakeup will see them defect to rival carriers.
In a new survey sent to some of Southwest’s most loyal customers, the airline is trying to work out what frequent flyers think about the changes and whether they’ll see them move their travel plans to other airlines.
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For example, the surprisingly direct survey asks customers how much they like or dislike the recent policy changes and whether that might mean they’ll be more or less likely to fly with Southwest in the future.
One of the biggest changes was announced on March 11 when Southwest said it was making a U-turn on its decision to keep its Bags Fly Free policy and would instead only reward elite Rapid Rewards loyalty program members and co-brand credit card holders who will get free checked bags.
On the same day, Southwest chief executive Bob Jordan said the airline was introducing a new Basic fare that could restrict the amount of hand luggage that passengers are allowed to bring onboard with them.
Southwest has also slashed the earning rate of Rapid Rewards points Wanna Get Away and Wanna Get Away Plus fares, while variable redemption rates will also soon be introduced.
And with the introduction of assigned seating next year, Southwest also plans to introduce new boarding groups.
The survey then attempts to work out which one of these changes will have the most impact on a customer’s decision to stray away with a competitor, while another part of the question tries to gauge what customers think of Southwest’s new business strategy.
One of the questions asks: “I believe Southwest is heading in the right direction,” with customers asked to select statements such as Strongly Agree and Strongly Disagree.
Another statement reads: “I am confident Southwest will still provide good customer service,” and a third states: With these new policies, “Southwest no longer stands out from other airlines.”
As recently as September 2024, Southwest said that extensive customer research had revealed that its Bags Fly Free policy was the “most important feature by far” for the airline and set it apart from its rivals.
Just a month later, however, Southwest reached a controversial deal with activist investor Elliott to place its pick of five directors on the airline’s board. Since then, Southwest has announced its first-ever corporate layoffs, and even bigger changes to the airline’s traditional business practices quickly followed.
Some frequent flyers have accused activist investor Elliott of ruining the airline they once knew and loved, turning it into a carbon copy of any other US carrier but without any unique selling point that would make them choose Southwest over a rival.
Of course, it’s not unusual for any company to gauge the reaction of customers to policy changes, although this latest survey doesn’t even seem to be hiding its true purpose.
Hey Southwest, your new initiatives have already changed my travel plans. Enjoyed traveling with you until you abandoned the things that made you special. Not cheap any more. You have become like all the other airlines or worse.
Truth
100% agree with you. We will leave after this year. After 30 years flying almost exclusively with SW, when our companion pass is up, so are they. They have betrayed the very essence of who they have always been. Shame on them. They will be no different from any other airline, and they are no longer cheaper for ticket prices. Goodbye SW. We will miss who you once used to be.
No bag? Southwest. With a bag? I’ll price and schedule shop.
I wish they would have asked me to participate. I have been at companion pass level for years. It isn’t that aren’t different, they have fallen below everyone else since they don’t have first class. I will be cancelling my credit card and switching airlines.
It has been my go to airlines for years. But now they are no different than any other carrier
Why ask those questions NOW?! This survey should have been PRIOR to the announced changes. The survey seems like an afterthought. An, “Oh crap…let’s just pretend we really care and send out a survey even though we’ve already made the decisions.” What difference does it make now?
Yes, your changes have landed you into a pile of ordinary carriers. I WAS a loyal A-list Southwest customer, but now I’m shopping around.
It’s always a shame when you see greed take over from customer service and corporate standards of practice.
Southwest can be more difficult to travel now. Some flights have layovers/interruptions from Dallas. So I will now be flying more with American Airlines because this is their homebase and I know what to expect!
I get Alist or Alist Preferred all the time and never check more than 1 bag so the Bags issue is not a big deal for me. I also get Companion pass each year. If the Companion pass goes away, I am gone.
We have had companion pass 5 years running. We always have Alist and we rarely check a bag. BUT it isn’t just about about us. I have personally flown SW since 1994. They have been almost exclusively my airline. I will not be flying with them after this year’s companion pass is up and will have already switched cc for another airline. They have betrayed their most devoted customers in exchange for greed. That is the part that infuriates me. Just because you and I have special privileges, many others don’t. And now they’ve taken that advantage away. Its truly a shame.
As others have stated, they are no better than the rest of the cheapskate airlines now.
I only fly 2-3 times a year & was loyal to Southwest because I liked their Baggage & Seating policies. Unfortunately, they no longer fit my needs & I booked my next flight with one of the Carriers who are accommodating free Baggage temporarily to take business from Southwest!
I really liked Southwest Airlines. I have a credit card from them and put everything on it to earn points. Now I’m considering canceling my credit card and looking for another airline. Such a shame. They needed to keep things the way they were.
BIG MISTAKES!!!! I’ve been flying with you for 40 years, have had a-list status for many, and I’m extremely disappointed in what the new investors have done to a wonderful company! Will probably be traveling many other airlines instead of Southwest now.
I am thinking of switching will still fly this year and see how it plays out, but do not like any of the changes
I always loved Southwest. You were the only ” bags go free” airline. I think things have changed with your business besides the bag change. I realize weather is a factor when flying.i just lost 31/2 days of my vacation 2 weeks ago with your airline..you gave our plane last minute to people going to Denver! Really? My flight ended up delayed and left at midnight. I tried 2 other days to get to Florida from Hartford and finally left late Monday afternoon.i found that unexceptable.That being said, I will stay with you!
I like assigned seating. I always pick my seat even if I have to pay for it. The bags are a big deal!!! I fly Southwest for that reason. The baggage is the one and only reason I fly Southwest. Southwest changed to be like everyine else and will be more expensive than the past.
Greed poor Herb cared about swa employees and customers 1st now he is rolling over in his grave
SWA always made it simple for me. Book my flights on their website, early bird, boarding pass on my phone and off I went.
I will consider canceling my Chase SW card and flying with someone else just as a protest against Elliot and corporate greed. They took a good and simple process and messed with it. I like being able to choose my own seat. Now I’ll probably just fly with whoever gets me there the simplest, cheapest and fewest changes.
Thanks for the opportunity to sound off and good luck SWA. Hope you’re happy with your decisions.
I’ve gone out of my way to use SW over the years even changing my travel plans around SW schedule. I fly SW exclusively whenever it’s possible. I find SW flight crews are the best friendly and helpful I’m 75 yrs old and there has only been 2 airlines I really liked Eastern and SW please don’t let SW go the way of Eastern with bad Corp decisions
How are they going to make First Class seats? What will be the seating configiration if they do? Meaning less seats available. What amenities would First Class have? Cannot compete with other airlines that have First Class. Only one aisle on 737’s which SWA has. If you expect cart service, forget it.
If cart service, then the cart will block the aisle, preventing people using either the forward lav or rear lav. Not going to happen. Forget about it.
Southwest who? Oh, that common carrier, with no special distinction to use them. Rewards? Companion pass? Pick your own seat after boarding? All these things made you special. Now you’re just a cattle hauler like AA, Delta, Frontier. If I’m not getting special service, i’ll go with the cheapest. Like David Spade says, ba-bye.
I’ve only flown Southwest about half a dozen times in the past 2-3 years, the bags fly free was important to me. Scheduling and destination were also in alignment for my plans with nonstop flights when some other airlines had at least one stop that may or may not include a change in planes. The other thing is the boarding process I was fine paying a small charge for early bird check-in when I wanted to ensure boarding with my party or get on first and save the seat next to me for them. One recent trip I booked us both together on one itinerary and I paid for the early bird check-in individually for myself after the fact and was above A20 on the line with my traveling partner only 3 behind me. Other times when we’ve traveled I’d still be someplace on A group above 30 or on the B group around 3-10 whoever boarded first would grab a window and center seat. With assigned seating unless you’re in the top tier where seat selection will be included its just a money grab like it is for many other airlines to pick assigned seats. I will never fly on their basic economy fare. I already have other options and booked a one way fare the end of this month on Southwest with my return the following Saturday on another airline that actually had better fare on the return even though my outbound flight will land at Love Field in Dallas, my return flight is on another airline out of DFW.
They are making a mistake only asking frequent fliers. Their bread and butter come from people like myself that fly 2 to 6 times a year. I will definitely use other airlines more now.
I am so sick of the bankers dictating how a business should be ran. All these changes are making me lose faith that the banker will approve maintaining your planes enough to keep them safe.
Southwest. You used to stand out from other airlines but not anymore. I for one will be flying delta more often. The prices are very much the same but the snacks, meal options, and entertainment is superior. Me and my wife have been A-List members for quite a few years. With the Delta platinum card I get free bags anyway.
I have flown Southwest for years, for business and pleasure. Now you are no better than any other airline, except there are less direct flights. So now I will shop solely on price and convenience. With the layovers southwest has that is already a negative. I will miss the friendly ticket people, the flight attendants and some of the crazy fun things the do. It sounds like this activist clown is another Carl Icahn. Rest in pieces Southwest Airlines
I would travel agent and I fly a lot. I loved Southwest points and most of all the free bags because it’s hard to stuff everything in a carry-on as much as I travel in the places I go so I will be looking for the cheapest flight.
Please reconsider at least with one bag fly free dear Southwest. Otherwise there is no difference with other airlines.
This survey comes way too late. I’ve already switched when traveling alone and will shop paying for two tickets against using my Companion Pass. At the end of the year, when my Companion Pass expires, I will rarely even shop them when traveling by myself. I also have platinum status on American so I I’ll go all in. $1000 one way fares on two short flights to Cancun from TX, bag fees, and no first class means NO COMPETITIVE ADVANTAGE.
We don’t fly often, but when we do, we fly Southwest. We stayed faithful to Southwest through major snafoos. We always felt Southwest was loyal to us, the little guys, as well. But clearly (perhaps of necessity) your loyalty only remains with the bigger spenders, and for us, the change away from two free checked bags will put Southwest into the general mix of airlines as we purchase tickets.
Why ask for a survey now, you should have done the survey prior to the changes.
Sorry to say, you no longer stand apart from other airlines The prices have gone up as well, no more reasonable pricing
You will lose a lot of great customers.
I loved the old Southwest but these changes mean you will no longer be my first choice. I loved the boarding procedures. I paid to ensure I was able to pick my favorite seat in back on the aisle. I knew my checked bag would be on my plane. I am not a frequent flyer, but for decades I only flew on Southwest to get to my international carrier hub. I think activist investors should be illegal. Their pursuit of profits has ruined many companies as they don’t care if the company fails because they’ll get their money regardless. These moves are stupid, ill-thought out and ruinous to a great company. Much like current national policy, no one cares about the people who actually use the company.
Customer satisfaction and loyalty is a two way street.
When i moved from Massachusetts to Colorado, Southwest became my airline of choice. I continued my career as a freelance photographer with regular trips back east where the majority of my clients were located.
In ten years, I flew only once with another airline other than SWA. because SWA did not fly to that destination. My wife has been a fee companion for the last 8 years. Your boarding process was simple and easy, and i understand that is the fastest boarding times of all major airlines.
In addition, your bag policy has made it convenient and cost effective for me to fly with all my gear at no additional cost. Lastly, your crews have been consistently welcoming, friendly, always very professional and often quite funny. If all that is going away, so am I.
With all your announced changes, i think you will be only another airline who does not give a damn about customer loyalty. My photography business has been based on quality, integrity, and reliability. That is how I viewed SWA. It is a shame that your once great company culture will be a thing of the past. I always viewed SWA as a company with integrity. I expect that I will be among the many defectors.
Thank you for years of great service and shame on you for forsaking your place as the most reliable and trustworthy airline.
I am just going to use my venture card! Have been loyal to SW for many years, but there is no longer a reason to continue. They no longer “stand out” from the rest!
Unless you purchase the most expensive fares It doesn’t make sense … the point system is horrible!
Ditto. I already have a family round trip scheduled ! It’s going to be that one and done. I’m going to shop around!!
Bye, bye Southwest!
I have been a customer for many years. I was okay with the lack of technology ports on your routes in return for paying a little extra for early bird, priority A1 – A15 boarding, open seating and bags flying free. I knew where my “dollar” was being allocated. Now that your “system” resembles that of most other airlines, the lack of differentiation will cause me to shop around more than I would have in the past. I read a recent article that mentioned the move to “bags no longer flyer free” did not take into account the smaller overhead bin space on your aircraft.
If this will lead to frequent flight delays (due to last minute checked bags at the gate), there’s no value in risking my money buying a ticket on any airline that will not get me where I need to be on time (due to poor planning – not weather). I was involved in the “The Southwest Meltdown” in Dec 2022. Fortunately, it happened at my origin city, so I was able to sleep at home and not in an airport (although by bag did “fly free” to my destination without me…haha). 3 days later I returned to the airport to pick up the returned bag and was offered $100 coupon for my inconvenience.
Billionaire ‘s need more money so screw the common people. We are nobody to them.
I am a retired insurance broker and we always told the insurance companies that if they take more than a 10% rate increase, they were forcing clients to shop around. Guess what, SWA has taken a 20% increase by removing “bags fly free” reserved seating and changes to rapid rewards. I have been A List to A List Preferred for a long time and have companion pass for my wife. One concern I also have on the reserved seating is, will my wife be assigned a seat next to me? If SWA can’t figure that out, GOOD BYE SWA. I sent an email to SWA a couple of years ago about how screwed up boarding is for companion pass. I usually board around A-1 or A-2 but my wife sometimes gets C something. That means I have to save a seat which we aren’t supposed to do. Guess what, NO RESPONSE, Surprise. They are getting more screwed up as they go
I live in SAT, WN has been my airline of preference over my previous membership with UA. With WN changes, there is absolutely no reason to continued my loyalty to WN. So, back to UA it is. At least I have a better option of being an elite member, and fly F/C. Sayonara WN.