In recent times, we’ve seen Southwest massively evolve its business models, in ways that would’ve seemed unthinkable several years ago. The airline has started charging for checked bags, has introduced basic economy, and is introducing assigned and extra legroom seating.
What’s next for the airline? Well, it sounds like what we’ve seen so far might only be the beginning.
In this post:
Southwest “will continue to pursue the consumer”
Sean Cudahy reports on a talk that Southwest CEO Bob Jordan gave at the Bernstein Strategic Decisions Conference on Thursday, May 29, 2025. Jordan said that “we aren’t stopping here,” and stated that by 2026, the airline will unveil its next round of long term plans, to continue evolving the business model.
Jordan gave some “hypothetical” examples of what the airline might consider:
“For many of our folks that love Southwest, we can’t do things, we can’t provide products, that you want. Like a first class. We can’t get you to long haul international destinations. If a lounge is important to you, we don’t have a lounge. I’m not predicting any of those things, but we will continue to pursue the consumer.”
Jordan also reportedly noted that consumer interest in lounges is “super high,” and that the evolution in passenger demand “could require that you think about a different aircraft.”
As you can see, Jordan isn’t actually promising anything specific here. However, if the claim is that they’re going to “continue to pursue the consumer,” then there’s no denying that consumers want first class, lounges, and long haul flying. That of course assumes that you don’t think that current consumer trends are some fad that will be changing soon.
The more Southwest evolves, the less differentiated it is
Watching Southwest’s evolution is absolutely fascinating. I’d argue that for all too long, Southwest didn’t evolve at all, when it probably should have. The airline just continued doing exactly the same thing for so long, without keeping an eye on the competition.
But now Southwest is going to the opposite extreme. The airline is eliminating virtually everything that makes it unique, and is just following the competition. It’s anyone’s guess how this all plays out. To Southwest’s credit, the airline has a massive route network, and scale is more important in the airline industry than ever before.
At the same time, as the airline increasingly simply follows the competition, it loses all competitive advantages it had. Let’s be clear, Southwest doesn’t exactly have a low cost structure, as its employees are paid really well. If you start to eliminate the concept of customers choosing Southwest over competitors due to the differentiated experience, what does that really leave Southwest with?
Like, if the airline starts to build a lounge network, it’ll still only be a fraction of the size of what competitors offer. If the airline starts to offer first class, it’s certainly way behind the competition. If the airline starts to operate long haul flights, it’ll be way behind in getting slots and establishing partnerships, given the lucrative joint ventures that the “big three” US carriers have. Never mind that Southwest’s biggest hubs aren’t necessarily great for these purposes, like Chicago Midway (MDW), Houston (HOU), etc.
So I’m not saying that any of these individual changes are bad, though I do think that when you add it all up and change everything, that combination is bad. After all, it leaves Southwest in a position where it essentially operates at a disadvantage compared to the legacy airlines, and I just don’t see that as a winning strategy. Why would someone fly Southwest over Delta or United?
It sure feels to me like Jordan is just a “yes man” for Elliott Investment Management. He’s not leading the airline with any sort of a vision, other than agreeing to whatever changes need to be made for him to keep his job. At this point, I’d say Southwest has about as much of a strategy as American…
Bottom line
Southwest’s CEO has suggested that the airline “will continue to pursue the consumer,” and “hypothetically,” that could include things like first class, lounges, and long haul flying. Southwest has already changed everything that made it unique, and it sounds like the airline isn’t stopping there. The goal seems to be to basically do everything the “big three” are doing, but with significant disadvantages.
What do you make of the way Southwest is evolving?
Many of the airlines that people think are low cost actually are not low cost. As Southwest changes then they will become increasingly similar to the others.
Southwest is going out of business.... they cultivated low cost cattle car service and think they can woo customers who went out of their way right avoid "cattle car" carriers.
I still can't believe how uncompetitve their airfare pricing is but I suppose this comes from the monopolies they have created around their hibd.
Essentially Southwest is becoming another major. To do so you need to have a premium product.
lol a southwest club lounge
I can just imagine the clientele
A clear bump up from the Spirit and Frontier crowd
A world crass crowd ;)
A list members will get unlimited peanuts
And cheap champagne in plastic cups
Was SWA loyal until the recent changes- loved free baggage and picking my own seat- unfortunately, there is no longer any reason to fly SWA.
Technically you can already get long haul international and premium cabins with WN. Go to their more rewards / qrt travel site, and throw your rapid rewards points at a nice flight to Europe. CLT - CDG in October in Delta One for 170,000 rapid reward points seems a good way to get rid of my 200k points and say goodbye to the airline.
Premium cabins and long haul routes are great, but how about first starting with the basics, like installing power at every seat? Or seatback IFE screens? Or how about increasing the scheduling window farther out to match the big 3?
Like right now I can book a flight on Delta all the way through April. Can't do that on Southwest, which means they just lost out on that business.
I flew SWA because of the convenience of buying a ticket. I didn't have to worry about buying luggage and the price was usually a little lower than the majors. They had many direct flights to where I wanted to go. I'm not interesting in paying for business class when flying in the USA, I save that for transatlantic or transpacific flights. SWA is now just another airline. There is no particular advantage to flying it.
Given the destroyer of WestJet culture is on the SW BoD, one has only to look at WestJet to figure out where SW is headed.
And WestJet is not something to be copied
Southwest exclusively focusing on domestic coach, devoured it's competition lunches by producing a mix of high value and low price, and was right to focus on more direct flights rather than force the hub and spoke model for the right markets.
So wall street decides to speak for equity by pushing the same model as the "Big 3" who have each went bankrupt? Short term capital inducing volatility through change and bs to a respected...
Southwest exclusively focusing on domestic coach, devoured it's competition lunches by producing a mix of high value and low price, and was right to focus on more direct flights rather than force the hub and spoke model for the right markets.
So wall street decides to speak for equity by pushing the same model as the "Big 3" who have each went bankrupt? Short term capital inducing volatility through change and bs to a respected brand, in the hope they can sucker stupid into overpaying.
When a company forgets who they are, it tends to stay away. Customers and investors should reconsider southwest
Yikes with those hubs, lack of premium seating and on a 737. Save your self the embarrassment
How odd.
You will praise B6 for increasing their premium product, but dismiss WN for doing the same? And I don't think it fair to say that WN is becoming "generic", when in fact they are becoming more competitive. The market has evolved, and so is WN, if perhaps a bit late. WN still maintains their unique network (no, my name is not Vasu Raju), which is not being factored.
As for long-haul international, that...
How odd.
You will praise B6 for increasing their premium product, but dismiss WN for doing the same? And I don't think it fair to say that WN is becoming "generic", when in fact they are becoming more competitive. The market has evolved, and so is WN, if perhaps a bit late. WN still maintains their unique network (no, my name is not Vasu Raju), which is not being factored.
As for long-haul international, that would be years away, and built around their hubs that have the fields for those aircraft; BWI, FLL come to mind; maybe LAS. The other big city hubs have too much competition or lack the runway lengths.
The lounges seem like an exciting first step, and a good revenue center with a credit card partnership and membership fees calculated.
@ LAXLonghorn -- I'm not criticizing Southwest for any particular change, but rather, for basically changing everything, which puts the airline at a competitive disadvantage, in my opinion. At this point, adding first class might be the right decision.
My prediction (and I could be wrong) is that all these changes won't ultimately lead to the airline being more profitable. I mean, just look at what Southwest's management team was saying. They claimed that they'd...
@ LAXLonghorn -- I'm not criticizing Southwest for any particular change, but rather, for basically changing everything, which puts the airline at a competitive disadvantage, in my opinion. At this point, adding first class might be the right decision.
My prediction (and I could be wrong) is that all these changes won't ultimately lead to the airline being more profitable. I mean, just look at what Southwest's management team was saying. They claimed that they'd lose more market share from charging for checked bags than they'd earn in bag revenue. Then they agreed to say the opposite, when under pressure. Are we to assume that they were lying the first time around, or what has changed?
WN has repeatedly said these initiatives will generate more revenue - over $1 billion more in 2025 and $2.5 billion in 2026. They have repeatedly validated that they are on track for those estimates so I am not sure how you calculate this not being financial beneficial to them.
and they did address that, in isolation, charging for bags would not have been financially positive. As part of a wholesale remake of WN's product...
WN has repeatedly said these initiatives will generate more revenue - over $1 billion more in 2025 and $2.5 billion in 2026. They have repeatedly validated that they are on track for those estimates so I am not sure how you calculate this not being financial beneficial to them.
and they did address that, in isolation, charging for bags would not have been financially positive. As part of a wholesale remake of WN's product - which they did- it makes sense.
again, they will have a legacy lite business model for the foreseeable future. It is pretty easy to see what legacies get for everything except first class and stronger loyalty programs.
@Ben, thanks for the reply.
I did mention network, in which case their stage length is shorter than most airlines, with exception of transcon or Hawaii, so I wonder if F is the right priority. Eventually, maybe, but given the network I'm thinking extra legroom, assigned seats and blocked middle will do fine....and with the assumption that most of their business flyers are SME's, not always with generous travel budgets.
As for the bag fees,...
@Ben, thanks for the reply.
I did mention network, in which case their stage length is shorter than most airlines, with exception of transcon or Hawaii, so I wonder if F is the right priority. Eventually, maybe, but given the network I'm thinking extra legroom, assigned seats and blocked middle will do fine....and with the assumption that most of their business flyers are SME's, not always with generous travel budgets.
As for the bag fees, very reasonable question. It would take a deep dive into their balance sheet to evaluate. Of the Big 4, both WN and AA lost money in Q1 2025. Each of the Big 4 lowered 2025 guidance based on questionable/weakening domestic demand...and WN is almost entirely domestic focused, therefore the most exposed (so no wonder they want to look at long-haul). Therefore I think a strategy to increase ancillary revenue is a good thing.
Just quick thoughts...
LOVE your blog!!
Not seeing the increase in international business class suites on WN so don't know what you are talking about. I flew the new B6 Mint suites and would have no qualms flying that product anywhere. It is more advanced than some of the premium Asian carriers I have flown on not to mention food and service was excellent. Way better than Delta 1 or Flagship Business. Flagship First is better only because you get a...
Not seeing the increase in international business class suites on WN so don't know what you are talking about. I flew the new B6 Mint suites and would have no qualms flying that product anywhere. It is more advanced than some of the premium Asian carriers I have flown on not to mention food and service was excellent. Way better than Delta 1 or Flagship Business. Flagship First is better only because you get a little more room but they are phasing out that product. They are just missing a good lounge. I thought about flying southwest years ago as primary program but no extra legroom seats, assigned seats and lack of international options quickly killed that idea.
I fly WN heavily for business and pleasure. I am SAT based and like many markets WN serves, they get me there easier than the others with a better schedule. I certainly will miss the open seating and free luggage, but a SAT lounge and first class would be welcome. Also, remember WN has massive operations in places like BNA, LAS, PHX, and DEN, which support business travel. Bring on the lounges.
If Southwest install big seats in First Class, do they need to have seat back screens to appeal to premium travellers?
@ UncleRonnie -- Personally, I think it's unlikely they install TVs, so they'd probably go the American route, rather than the Delta or United route. Elliott seems to prefer the low cost way of making changes.
It will be interesting to see if they can catch and/or surpass American to become third behind United and Delta. American, the pressure is on.
Uneducated take.
Southwest has half the revenue of Delta, United, or American. They won't be overtaking anybody soon.
Market differentiation is good, but not when you lack many things customers want and three large competitors provide. Ben points out that WN will not have comparative advantage in providing some of those services.
Southwest is an absolute non-starter for me because they lack a premium class . Extra legroom seats or empty middle seats just don’t move the bar for me ….and thr growing number of comfort seeking passengers . DL/UA/AA have figured out that passengers want comfort and are willing to pay for it . Lot of disenchanted frequent flyers continue to espouse their frustration at the growing scarcity of complimentary upgrades but the facts are what...
Southwest is an absolute non-starter for me because they lack a premium class . Extra legroom seats or empty middle seats just don’t move the bar for me ….and thr growing number of comfort seeking passengers . DL/UA/AA have figured out that passengers want comfort and are willing to pay for it . Lot of disenchanted frequent flyers continue to espouse their frustration at the growing scarcity of complimentary upgrades but the facts are what they are - offer a premium cabin and price it attractively and folks will buy it thereby negating the need to give it away .
I would have thought that WN would have seen the competitive landscape and made a premium class their top priority . F9 and B6 saw the need and are pivoting to change their paradigm . NK turned their big seats into a more monetized upmarket experience. I don’t think WN needs meals or other bells and whistles. Just 8-12 true 2x2 seats with premium class width and legroom . Offer free alcohol and perhaps a snack basket . I don’t think lounges will make that much of a difference unless …… they fly transatlantic . Just my 2 cents (devalued to a penny due to inflation:) ) but I think WN needs to move with the introduction of premium class NOW . Start ordering the seats and begin installing them as soon as feasible.
it takes time to order 750 shipsets and get them delivered.
Changing pitch on existing seats is fairly easy; the fact that they can create a Euro-style business class cabin with extra leg room seats throughout the plane on a fleet of their size in 6 months is amazing -but they are supposedly about 10% done w/ their fleet so far.
They may well have already ordered the first batch of FC seats.
...it takes time to order 750 shipsets and get them delivered.
Changing pitch on existing seats is fairly easy; the fact that they can create a Euro-style business class cabin with extra leg room seats throughout the plane on a fleet of their size in 6 months is amazing -but they are supposedly about 10% done w/ their fleet so far.
They may well have already ordered the first batch of FC seats.
Where WN competes w/ the big 3, lounges and a domestic first class matters. I strongly suspect we will see both; Chase might well be their lounge provider.
Agreed . Euro style biz class would be a great interim step until premium seats can be ordered and installed . However , at this point , it seems they are just adding legroom to some seats and not blocking the middle seat . Chase would be a great lounge partner - limited coverage now but seem to be intent on growing . As with all lounges , need to somehow manage overcrowding .
They need Asian and European routes or partnerships for me and many others to fly them. Not going to fly southwest just to be able to fly more southwest. I have business and family overseas so not going to waste effort on an airline that can't get me there.
the same can be said for AS and B6.
AS is part of oneworld but will not have access to the highest value markets unless the other carriers in those alliances "gift" them slots to the world's most valuable airports, if such a thing can even be done (route allocation cannot be moved at HND and the number is fixed).
B6 is eschewing alliances right now.
People seem to believe other airlines can change...
the same can be said for AS and B6.
AS is part of oneworld but will not have access to the highest value markets unless the other carriers in those alliances "gift" them slots to the world's most valuable airports, if such a thing can even be done (route allocation cannot be moved at HND and the number is fixed).
B6 is eschewing alliances right now.
People seem to believe other airlines can change their strategies but WN can't - which is more than perplexing.
WN is a far larger airline than all but the big 3 and far deeper pockets than any other US airline. They can take the time to pivot.
Do you think there is going to be room in the ULCC segment of the US Market now? The opposite of what happened in Europe is happening here, ULCC are moving to the legacy model instead of the other way around.
Is this just a trend or is it indicative of a fundamental change in consumer preferences?
@ J B -- I don't think it necessarily reflects consumer preferences, but instead, I think it reflects how industry economics have changed. With airline cost structures having gone up so much and legacy airlines getting better at competing with larger aircraft (and offering basic economy), it puts ULCCs into a squeeze. I wrote more about this here:
https://onemileatatime.com/insights/airlines-reinvent-business-models/
Long story short, I think the only way airlines can succeed is with sufficient scale,...
@ J B -- I don't think it necessarily reflects consumer preferences, but instead, I think it reflects how industry economics have changed. With airline cost structures having gone up so much and legacy airlines getting better at competing with larger aircraft (and offering basic economy), it puts ULCCs into a squeeze. I wrote more about this here:
https://onemileatatime.com/insights/airlines-reinvent-business-models/
Long story short, I think the only way airlines can succeed is with sufficient scale, given that credit card agreements essentially subsidize flying.
This is exactly Gregg Saretsky play book that he successfully executed at WestJet up in Canada but only on a smaller scale. The question is can he pull it off at WN an airline 10 times the size of WestJet. In addition WestJet only had Air Canada as it’s only competition which was poorly managed while WN has legacy carriers like United and Delta running their A game and winning against Southwest on one side...
This is exactly Gregg Saretsky play book that he successfully executed at WestJet up in Canada but only on a smaller scale. The question is can he pull it off at WN an airline 10 times the size of WestJet. In addition WestJet only had Air Canada as it’s only competition which was poorly managed while WN has legacy carriers like United and Delta running their A game and winning against Southwest on one side and LCC like Breeze and AlaskaAir group out performing them on the other side.
Gregg was very public about his vision for an evolved Southwest before they were successful in infiltrating a leveraged takeover of the BOD at WN.
I agree 2025 is just the transformation time to get WN fleet ready for it new Bag fee seat assignments model. Once they launch selling seat assignments for their 2026 flight spring flight schedules in July. If WN sees a successful surge in selling out their EML seat at the highest fare buckets this will probably make them decide to further change up their seating arrangements in 2026. I suspect if early sells data is positive by their September 2025 investors day presentation they will announce either the additional of more EML seating on their aircraft or they will announce 8 Big from seats similar to Spirit Airlines on every aircraft. Right now that plan on having 7 rows of preferred seating behind the EML seats they can easily scale that down to 3 rows allowing them to accommodate 8 BFS and 6 rows EML and 3 rows if preferred seating. If they go to 12 BFS they can just have 3 different sections on each aircraft. BFS,EML and Basic economy behind the exit rows. Some will say this isn’t going to work on the 737-700 aircraft. With Boeing ramping up production by the end of the year and the 100 plus backlog of deliveries delays they owe Southwest. If the Elliot BOD approves getting the back log quicker than the older Leadership Team was willing to accept they can accelerate the retirements of the 737-700 and become a all NG800/Max8 operator.
I think this analysis is spot on. WestJet was able to do this because Air Canada was the only other player. IndiGo is able to vault to 65% of the India domestic market in a relatively short time because their only other player is now Air India. WN - boy there is a lot of competition, and some of it is blowing it out of the water right now.
The real question is whether WN...
I think this analysis is spot on. WestJet was able to do this because Air Canada was the only other player. IndiGo is able to vault to 65% of the India domestic market in a relatively short time because their only other player is now Air India. WN - boy there is a lot of competition, and some of it is blowing it out of the water right now.
The real question is whether WN will be able to sell 'their' version of premium to 'their' customer. After aggressively pursuing the middle class flyer in secondary cities as their strategy, I have no idea what the premium demand or long-haul demand is from those 'hubs' and why premium customers would want to fly WN in the first place.
So other than the stratification of their existing customer base into folks that might pay a little bit more for extra legroom seats, hard to see a long-haul play working at all. B6 was able to launch long-haul and Mint because of a wealthy Northeast customer base and JFK connectivity. Does WN really have that customer base?
WN was slow to recognize their historic model did not work any longer, esp. post covid, and Elliott forced them to do a "quick and dirty" first phase of trying to restyle itself into a "legacy lite" carrier.
The components of legacy lite are very likely building blocks for a full transition to a legacy/global model including widebodies.
If people think AS can succeed in growing to be a global carrier in SEA which is...
WN was slow to recognize their historic model did not work any longer, esp. post covid, and Elliott forced them to do a "quick and dirty" first phase of trying to restyle itself into a "legacy lite" carrier.
The components of legacy lite are very likely building blocks for a full transition to a legacy/global model including widebodies.
If people think AS can succeed in growing to be a global carrier in SEA which is much more competitive than any WN "hub" then WN can do it from BWI, HOU, MCI, BNA and their other "hubs"
Boeing would be ecstatic to gain WN as a 787 customer.
Rakesh Gangwal Indigo Airline is currently Wet leasing Norse airlines to fly long haul international until they can get Airbus or Boeing aircraft delivery’s to bring it all in house.
Southwest can do the same thing if they can get SWAPA to agree to a short term deal of 2 /3 yrs until delivery’s can be achieved to transfer operations to in house.
Norse struggles solo to and from Europe but shifting to...
Rakesh Gangwal Indigo Airline is currently Wet leasing Norse airlines to fly long haul international until they can get Airbus or Boeing aircraft delivery’s to bring it all in house.
Southwest can do the same thing if they can get SWAPA to agree to a short term deal of 2 /3 yrs until delivery’s can be achieved to transfer operations to in house.
Norse struggles solo to and from Europe but shifting to becoming a WN feed to the US via BWI,BNA,MCO and DEN will benefit both airlines going forward. On the other side Norse can fly DEN OAK HNL to asian and South Pacific destinations feeding WN on both sides of their operations.
Anything possible under this new regime at WN.
It’s definitely not Herbs airline anymore.
There is no way that SWAPA would agree to that and WN is nowhere near within 2-3 years of starting longhaul international flights. They are making massive changes ot their domestic model which they have to get into a completely stable position.
You do get the point, though, that WN could well be in a multi-year phase of restructuring itself into a global airline w/ all of the supporting infrastructure that the big 3 have...
There is no way that SWAPA would agree to that and WN is nowhere near within 2-3 years of starting longhaul international flights. They are making massive changes ot their domestic model which they have to get into a completely stable position.
You do get the point, though, that WN could well be in a multi-year phase of restructuring itself into a global airline w/ all of the supporting infrastructure that the big 3 have - but it will take time. WN is big enough that other providers will come along and suppliers can produce domestic first class seats.
If WN goes there and succeeds, it will be one of the most dramatic business transformations ever.
Too many people are way too pessimistic about WN's ability to transform itself.
Agreed, it definitely feels like they're now just chasing the pack, making fairly mindless investor-friendly moves that copy competitors without much thought as to how it would actually apply to their rather unique model. These moves burn goodwill with Southwest's existing customer base without really doing anything to entice non-Southwest flyers to take them over the other legacy carriers.
Anecdotally, Southwest seemed to have the most animated and loyal customer base. I've never seen FFs...
Agreed, it definitely feels like they're now just chasing the pack, making fairly mindless investor-friendly moves that copy competitors without much thought as to how it would actually apply to their rather unique model. These moves burn goodwill with Southwest's existing customer base without really doing anything to entice non-Southwest flyers to take them over the other legacy carriers.
Anecdotally, Southwest seemed to have the most animated and loyal customer base. I've never seen FFs of other legacy airlines defend their carrier in the way that Southwest flyers defend theirs (except you-know-who and Delta ;) ). And they seemed to have locked in the sort of customers that legacy airlines overlooked, the ones that didn't want to figure out a complicated multi-tier loyalty program but had more money than Spirit or Frontier flyers. The ones that loved the "upfront" perks of free bags and seat selection that other legacy carriers locked up behind loyalty tiers or upcharge fares.
But now that's all disappearing, and the replacement doesn't seem to offer compelling value to flyers of other legacy carriers to jump ship.
WN FF base in my opinion were a lot of the same problems that diluted WN products.
Everyone including many FF knew it was just easier to scam the Southwest boarding system at the expense of Southwest Airlines itself. A listers along with Pre boarding scammers had no problem boarding first and saving seats for everyone else in B or C groups this also diluted WN revenues and caused the rapid decline in BS...
WN FF base in my opinion were a lot of the same problems that diluted WN products.
Everyone including many FF knew it was just easier to scam the Southwest boarding system at the expense of Southwest Airlines itself. A listers along with Pre boarding scammers had no problem boarding first and saving seats for everyone else in B or C groups this also diluted WN revenues and caused the rapid decline in BS & EB up selling.
They had to change it was no longer working to remain profitable.
There are many reasons why a person might choose SW -- as D. Sel notes. But, there are many reasons why a person might avoid SW. (For me, it's the lack of a proper premium class seat.) The question is how SW can attract those consumers who avoid it without alienating those who choose it. Adding a proper first class seat does not have to take away from the things the "traditional" SW customer likes. It's not an either/or thing.
If they were thinking first class.. Shouldn't they do it now before they retrofit with extra legroom. It can't make sense to redo the lopa 2 times in 2 years..
Southwest is a couple of years away from being fully acquired by Delta, thus solving DL's Texas problem. As DL integrates WN, it would shed a lot of overlapping routes and capacity and most likely eliminate one or more WN focus cities, but other than that, look for BNA, MDW, PHX to be bigger Delta stations.
The future of the US3 looks like this:
American and Alaska merge, or American simply gets B6 in the...
Southwest is a couple of years away from being fully acquired by Delta, thus solving DL's Texas problem. As DL integrates WN, it would shed a lot of overlapping routes and capacity and most likely eliminate one or more WN focus cities, but other than that, look for BNA, MDW, PHX to be bigger Delta stations.
The future of the US3 looks like this:
American and Alaska merge, or American simply gets B6 in the end since the B6 c-suite was so desperate to do a deal. Otherwise, it is UA and B6 and DL and WN.
Delta and Southwest is the most absurd pairing lmfao.
They don’t need a Texas hub if they are the most profitable airline
If you would have said AA and Southwest then yeah probably. They have a similar culture and business model. Similar clientele if you catch my drift
Southwest is actively talking with a number of airports about space for lounges. I’m hearing MDW, BWI, DAL, DEN, LAX, OAK, and HNL at a minimum. Chase wants to revamp their credit card portfolio as well so a club card makes sense here.
As a weekly flyer I have always avoided Southwest because of their lack of assigned seating and pedestrian boarding practices of lining up and checking the numbers of those in front and in back of you. Too much hassle for me. I do love the fact, however that they have more point to point flights rather than funneling you through a hub plagued with delays. That being said, if they just provided a few rows...
As a weekly flyer I have always avoided Southwest because of their lack of assigned seating and pedestrian boarding practices of lining up and checking the numbers of those in front and in back of you. Too much hassle for me. I do love the fact, however that they have more point to point flights rather than funneling you through a hub plagued with delays. That being said, if they just provided a few rows of 2 by 2 seating to simulate the comfort of first class that would be enough for me. After all as a CK on American my experience with first class has deteriorated to merely just being a more comfortable seat as service is now lackluster at best.
“Why would someone fly Southwest over Delta or United?”
-Companion pass
-Stuck on the hamster wheel
-They love the credit card
-Hub captive(ish) - a lot of nonstops that only touch big 3 spokes
-They enjoy the goofy staff
@ Sel, D. -- Well, I acknowledge that the airline has a huge route network going for it, so we're on the same page there. As far as the other points go:
-- Regarding the staff, I think all of these changes will impact morale
-- There's not much differentiating Southwest credit cards from other co-branded cards
-- Sure, the Companion Pass is great, but as Southwest increasingly becomes like the competition,...
@ Sel, D. -- Well, I acknowledge that the airline has a huge route network going for it, so we're on the same page there. As far as the other points go:
-- Regarding the staff, I think all of these changes will impact morale
-- There's not much differentiating Southwest credit cards from other co-branded cards
-- Sure, the Companion Pass is great, but as Southwest increasingly becomes like the competition, I wouldn't count on that continuing to be as generous as it is now; for that matter, it's not exactly the key to profitability for Southwest
Here in STL, Southwest has direct flights to ~60 destinations. American has the next most... with ~10 destinations. Even without Companion Pass, that's enough for me to pick SW over other airlines. I get a bag free with the card. And CP makes it an easy choice.
Sure, maybe CP goes away at some point or they make it much harder to earn, but that's down the road. My decision when booking a flight is...
Here in STL, Southwest has direct flights to ~60 destinations. American has the next most... with ~10 destinations. Even without Companion Pass, that's enough for me to pick SW over other airlines. I get a bag free with the card. And CP makes it an easy choice.
Sure, maybe CP goes away at some point or they make it much harder to earn, but that's down the road. My decision when booking a flight is made based on current conditions, not on what might be down the road. If it goes away, and we get some competition in our market, I might make a different choice.
The companion pass is not long for this world. When they are tacking on baggage fees, bogo flights aren't going to last long.
Companion Pass is the biggest question for most of us. That goes, we gone too.