Southwest Airlines is blowing up their brand. They’re eliminating ‘bags fly free’. They’re introducing basic economy fares. They’ve devalued Rapid Rewards. They think this is going to earn them more money, but that’s far from clear. The analysis that they shared several months ago said charging for checked bags would cost them more revenue than it would bring it.
However, activist investor Elliott Management got control of nearly half the board and appointed industry veterans who said ‘this is how we did it at my airline’. And management had to go along. CEO Bob Jordan is no longer calling the shots.
- Southwest becomes just like every other airline
- But worse, because they’ll have no first class, no lounges, no seat back entertainment, no global route network and no partners (so far other than Icelandair) and they have worse inflight internet than everyone but Frontier who doesn’t offer it.
And customers are furious. They chose Southwest – became brand-loyal – because Southwest was the only airline doing things differently, with a personality.
Other airlines are swooping in to take advantage of the moment. Frontier trolled them with a bags fly free promotion. American Airlines extended a special AAdvantage status match offer. And now Delta SkyMiles is copying American.
- Their usual offer is a status challenge – temporary status for 90 days and an opportunity to fly enough to keep it.
- That’s still what’s on offer, but Delta is giving Southwest elite members higher status than usual.
- Normally A-List members receive Delta Silver status, and A-List Preferred members receive Gold.
- However, for requests made through September 30, 2025, A-List members will receive Delta Gold status and A-List Preferred members will receive Platinum.
The irony, of course, is that Southwest’s elite members will still receive at least one free checked bag. But customers are mad at the airline for more than just how their own experience will change. They’re mad at the airline for changing who they are.
With Southwest also in retreat in several cities – like Atlanta – it’s a good time for the airline’s customers to re-evaluate whose flights work best for them anyway. And Delta could be a good option for some, recognizing of course that SkyMiles aren’t really more valuable than Rapid Rewards as a currency. It’s bottom of the barrel.
However, the Delta travel experience is going to be more robust. There’s the very small chance of a first class upgrade, there are lounges you can buy into, seat back entertainment and better wifi. And of course free bags…
Interested Southwest Rapid Rewards elite members can request their Delta status here.
If Bob keeps failing at this rate, look for a goodwill impairment as a result of totally destroying whatever is left of the SWA brand. Didn’t think it was possible for a CEO to make so many unforced, catastrophic blunders, but then again look at the entire C-suite.
I’m sure @Tim Dunn would agree: Good on Delta for helping out those poor SWA folks.
@Captain Freedom — Mr. Jordan seems to be doing this on purpose–he’s probably got his ‘golden parachute’ ready to go! Likely, the plan is assist Elliott (mis)Management with the ‘smash-and-grab’, then ditch, either through a Northwest-style merger, or a PanAm-style bankruptcy and fire-sale.
Why do so many adults act like toddlers? If I’m still getting a free bag and get benefits because of my loyalty/status why would I care that others not having status get or don’t get?
@George N Romey — Nice ‘I got mine’ mentality. So, you’re one of those ‘pull up the ladder behind you’ kinda folks. Well, that does match with your regular right-wing commentary on here.
It’s a shame because you (and others) often ignore reality and the collective suffering that follows. Just because a change doesn’t affect you, personally (yet), doesn’t mean that it is a ‘good.’
What Southwest has done recently is objectively bad for most of its regular passengers (charging for checked bags, assigning seats, slashing reward earnings, expiring flight credits, etc.) and its crews (layoffs, shutting down crew training bases, etc.)
For an elite travel experience, please consider Delta.
@Matt — Yes! I needed that. Thank you, sir. Keep Climbing!
I’ve been a loyal WN customer since the mid ’90’s, when AA was pulling down its BNA hub and WN was stepping in. It wasn’t just the fares and the destinations, it was also their special vibe. The playfulness and pride that their employees projected was so refreshing. Now, however, it seems like they’re determined to morph into just another airline, driven by the bottom line. It’s sad to see. I’m definitely less likely to fly on WN in the future.
Solid if not a surprising move by Delta — get your metal luggage tags!
Every time I read about Southwest diminishing the worker and passenger experience I picture Bob Jordan as Kendall Roy in the Succession scene where Kendall has to explain everything with “Because my Dad (Elliot) told me to.”
@L737 — “But I am the eldest boy!”
Fantastic references, as always, dear friend.
I have a hard time believing a lot of people fly Southwest because of “who they are”. I think most people fly Southwest because it’s the easiest way to get from Burbank to Sacramento.
@1990 – he was the 2nd oldest boy. Of course the oldest one was hunkered down in NM (as I recall), marrying an escort and had dreams he could actually be elected President.
@LAX Tom — Just think of it…a decade (or two) from now …once California finally finishes that high-speed-rail from Bakersfield to Merced… watch out, Southwest!
@Gary: ” And management had to go along.”
No they didn’t. They could have publicly said “No!”. Been fired by Elliott, and vindicated when Elliott’s changes sent the airline into a financial tailspin.
“Told you so!”.
Instead, CEO Bob Jordan looks like a man who considers his worth less than he is being paid in his current job.
@AC — Oh, I remember that Connor (as played by Alan Ruck) was the actual oldest ‘boy’. If I recall correctly, he was not alerted to the ‘merger of equals’ possibility (a season 3 reference). Such a great series. That last season is top-notch. Jeremy Strong was incredible as Kendall. Epic scenes all around NYC (and elsewhere) as well.
“Nonstop from Sacramento to Burbank…”
I can’t help hearing that in Johnny Carson’s voice.
@1990 – we are in total agreement that was a great series. So many strong actors. I personally liked Roman for his attitude
@AC — 100% “These hands aren’t gonna…themselves.” That botched satellite launch in Japan. Logan referring to him as “Romulus!” Whatever was going on between him and Gerri. Bah!
Seriously, Kieran Culkin was incredible in that role–these days, he is performing live in Glengarry Glen Ross (along with Bill Burr and Bob Odenkirk) until June (just saw it recently–was epic). Also, Sarah Snook, who played Shiv, is performing in Dorian Gray, also until June. Last year, Jeremy Strong was in An Enemy of the People (saw it, too–wild). A few years back (2019) Brian Cox was at Lincoln Center in The Great Society about LBJ. All of them: Great.
I imagine each actor has done well enough for themselves that they probably do not need to fly Southwest. They’d probably go Delta One or private. Though, Cox has always been a ‘man of the people’ in his personal life, so maybe he would prefer SWA out of solidarity.
What’s supposed to be Southwest’s brand identity moving forward??
Southwest has become a dumpster fire. I have been flying them since the early nineties, but the culture will change. They are not my go-to airline for short hops anymore. Yes, I might be driving a little more.
@ Mr Bungle
I was wondering what Elliott Airlines I mean SWA will make as their brand identity… My guess is they will try a bunch of different things to see what could stick, out of desperation. I think they will keep going with the gaslighting approach to their regular customers, trying to Stockholm Syndrome them into thinking they’re still the same airline (“”still with luv”) even through they previously made their whole brand identity about being different and customer-focused with “bags fly free” and the like (including no change fees for the time they were the only one doing it).
To those that think they don’t have a following, I say pishaw, just like how most frequent flyers seem to worship Delta.
Unsurprisingly to me, Southwest has/had the highest brand loyalty, followed by Delta.
“According to a survey conducted in August 2021, when it comes to airline loyalty, over a quarter of Americans are loyal to Southwest Airlines. The second most loyal airline was Delta Air Lines, with 22 percent of U.S. consumers choosing this airline.”
https://www.statista.com/statistics/1284295/airlines-loyalty-united-states/
I think Southwest’s customer loyalty will suffer, and Delta will be the new #1, with Southwest going somewhere around the middle. After a few years of Elliott mismanagement, they will seek a buyout/merger. What remains to be seen is if the Southwest name would be retained, or if it would get completely absorbed into another airline.
If you do the Status Match then sign up for the Delta Reserve Card, does the $2,500 MQD boost from the card count toward the challenge period MQD goal? I.e. if you are Southwest A-list preferred and match to Delta Platinum, I think you have to get $3,500 MQD in 90 days to meet the requirements to keep Delta Platinum for another year. Would getting the Reserve Card knock that down to only $1,000 more MQD to go?
The RR points devaluation – now live! – will further turn off savvy travelers. Their new planes have uncomfortable seating. While I seldom checked a bag, def chose WN in those instances. They’ll lose a lot of sports baggage related business as well.
Delta has never been shy about stepping into the breech when another airline makes a self-destructive move. It’s how they have stayed on top as other airlines rose and fell
This is no good for delta’s current passengers! They earned the status after being loyal to delta and now passengers who are just moving to delta will join it with the similar status! This will reduce current delta passengers’ chances to get free upgrades for having more people in the line…
Several decade SW customer here. They were different/different vibe, and the customers were more egalitarian than on other airlines too.
Their website/booking method was fast, easy, and no BS (although some has creeped in last few years). I used to say they were the Costco of airlines: Good, cheap, fast, HELPFUL.
Charging for checked bags means more competition for carry on space, which will slow boarding and deplaning, cutting into margin. So then they’ll charge for carry on.
They were modeled on the old PSA airline. We need a new PSA.
It took SWA 53 years to go from 3 B-737’s to over 800 of the model. I suspect it will take Elliott Management much than 53 years to have SWA back to flying the Texas Triangle with 3 B-737’s. It’s a shame to see this once outstanding company on a direct route to join The Legion of Forgotten Airlines.
And as the other competitors gather around like vultures swarming the carrion …,
And speaking of carrion, it’s gonna be even more of a ‘party’ when pax bring more overpacked carry-on to avoid being charged for checked bags. Happy travels !!!
This article is a reminder of why is hate all US carriers.
I can’t think of one that is excellent and doesn’t scam its customers.
Southwest Airlines:
The Walgreens of the sky
Sad, sad, sad- all of it
LMAO SWA Passengers do not belong on DL !!!!!!!!!!!!!! extra exclamation points added for @1990, you’re welcome……………..
I’ve have been flying Southwest for many years as well as many of my friends and family. I’ve bragged about how they have a very customer friendly business model. Southwest is just so easy to use, to make changes or to cancel. No other airlines in the US makes more sense than Southwest. I’m a RR member, a crédit card holder and accumulate many points to fly to see my family. Very sorry about the changes. SWA was unique among it’s peers. Now they’ll be like every other airlines.
We are furious. I became brand loyal but no more. I called the alist line and the rep who answered also expressed disdain at the direction SW has chosen to go in. Thx for the delta link. I’ll be hopping over. I booked for the first time with frontier as rates from tpa-bwi were in the 90’s while SW prices were $300+ 1 way & outrageous.
What will set SW apart? What luv? Whatever is left is rapidly dissolving. Their rates these days are ~x3 the other airlines. NO THANK YOU. wrong moves all the way. It may be too late to recover from the damage being done
What really is coming home to roost are the new contacts WN negotiated with its labor force. They’re making 2023 pay in 2025; and that’s unsustainable. I see Ch. 11 on the horizon. Management better start putting together a list of contracts they want to renegotiate so they have time to think.
Southwest just solidified their early bankruptcy. It already is not the best airline. But what? They obviously don’t understand. Is people navigated to Southwest over their competition because of the open seating and especially the 2 free bags! Whoever appointed that guy as CEO needs to fire him immediately! This is the beginning of the end for Southwest. I flew Southwest all the time and now with these changes I will be flying with Delta. How dumb it is for you to change how you were unique for over 20 years. You had this and you decide to change it now. And the worst economic time of our lives?!!! Now is when you really could capitalize on people choosing you to fly because open seats and two free bags make up a whole world of difference over the other ones.
I just flew my last SWA flight .. the seats are horrendous, and I buy A tickets… same price I get better benefits with more room, better seats, and club … SWA has permanently lost me! I swear swa has added another row and less room and the flight attendants now hate their job and find every way possible to make the passengers miserable. Good bye SWA forever after having flown you for 30+ years.. delta looks more attractive!