Dallas — August 17, 2025 — Southwest Airlines is bringing back one of its most recognizable perks, “Bags Fly Free.” But unlike in the past, the popular benefit will no longer apply to every passenger. Instead, it will be tied exclusively to the airline’s new vacation package service, Getaways by Southwest, launching on August 19.
For decades, the “Bags Fly Free” policy distinguished Southwest from rivals by allowing every traveller to check two bags without fees, regardless of ticket class. That advantage ended in May 2025 when the carrier introduced baggage charges for most passengers, a decision that marked a sharp departure from its long-standing brand identity.
Currently, standard passengers pay $35 for a first checked bag and $45 for a second. Only premium fare buyers, elite loyalty members, and select credit card holders qualify for exemptions.
With Getaways by Southwest, the airline is selectively reintroducing the offer. Customers who book both flights and hotels through the program will automatically receive two free checked bags per traveller, subject to standard size and weight restrictions.
A Limited Revival of a Signature Policy
For many frequent flyers, the “Bags Fly Free” promise was synonymous with Southwest. CEO Bob Jordan even emphasized in late 2024 that internal research confirmed the baggage policy as “the airline’s most important feature.”
But by early 2025, pressure from activist investor Elliott Investment Management forced the airline to make sweeping changes aimed at driving revenue growth. The universal free baggage perk was among the first casualties.
Reported by PYOK, the revamped strategy underscores a larger transformation. Beyond baggage fees, Southwest is moving toward industry norms such as assigned seating, premium seat upgrades with extra legroom, and even partnerships with other carriers—moves that contrast with its long-standing image as a no-frills, low-cost operator.
Building Hype on Social Media
Ahead of the official launch, Southwest teased the Getaways platform on Instagram with a series of cryptic posts. Images of a Boeing 737 silhouette over a beach, a poolside lounge chair, and a rolling suitcase appeared with the caption: “Coming Soon 8.19.25.”
Passenger speculation grew quickly, and the airline’s playful emoji-filled responses only fueled the chatter. While details were not formally disclosed in the teasers, Southwest’s website now confirms that vacation packages booked through Getaways will include the restored baggage benefit.
At launch, the packages will be offered in more than 30 leisure markets, including Hawaii (HNL), Cancun (CUN), and Orlando (MCO), along with departures from key hubs such as Dallas Love Field (DAL) and Las Vegas (LAS).
Other Avenues for Free Bags
Outside of the new vacation platform, Southwest travellers still have limited ways to avoid checked baggage fees:
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Credit Card Holders: Primary holders of a Southwest Rapid Rewards credit card, plus up to eight companions, get one free checked bag each.
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Business Select Fares: This premium ticket continues to include two free checked bags.
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Elite Status Members: A-List Preferred flyers receive two free checked bags, while A-List members qualify for one.
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Getaways by Southwest: Packages bundling flights and hotels provide two free checked bags for all passengers on the booking.
Impact on Travellers and the Market
The scaled-back version of “Bags Fly Free” illustrates Southwest’s attempt to balance profitability with customer satisfaction. While long-time loyalists may view the shift as a retreat from the airline’s original values, leisure travellers who book bundled vacations could see real savings compared to carriers that charge for nearly all baggage services.
Industry analysts suggest the move is as much about market positioning as it is about baggage policy. By linking the perk to vacation packages, Southwest is stepping into the broader travel services arena, directly challenging established package-tour operators and online booking platforms.
“This is a clear signal that Southwest is no longer just an airline—it’s moving aggressively into the vacation business,” one analyst noted.
A Brand in Transition
For Southwest, the decision underscores a pivotal moment. Once known for its simplicity—open seating, no frills, and a straightforward baggage policy—the airline is adopting practices more common among its legacy competitors.
Whether the strategy strengthens customer loyalty or erodes the brand’s distinctiveness remains to be seen. What is clear is that the August 19 launch of Getaways by Southwest represents more than just a new booking option. It marks the beginning of a new chapter in how the airline defines value for its customers.
