They’ve potentially just lost so much of the touring business. Free bags has been a budget-saving godsend. And Nashville is a hub!
Lisa Arzt
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I'm with you here. A long time LUV customer and at one time investor, because I loved the service. But times change and unfortunately so did this business model. They occupied a unique niche in their industry but now it finds itself attractive for a PE flip...a little lipstick on a pig (a pig that they may have made) and sell it for a quick buck.
I know Elliott Management well enough. They buy distressed properties and turn them around for investors. They did a great job for my old company, at least maximizing the sales price. The buyer, employee or customer, not so much. The business will be history soon after they sell it.
PE firms don't hold onto investments longer than 5 years. This is not a Warren Buffet model. PE firms must raise funds every few years and to attract new investors they have to show the returns on the previous funds. You optimize returns by quick flips, not by operating. Just do whatever you can to optimize a sales price, never worrying about the long-term business model. That's why I refuse to partner with PE firms (or buy real estate that is being flipped). Our goals are not aligned.
Delta and UAL have had good runs over the last 18 months...LUV not so much. So Elliott is willing to do whatever it can to improve a few extra decimal places on the sale. Unfortunately their timing is poor. A recession is coming...cost of capital for this capital intensive industry is high today and going higher...and it has been a crappy industry with the exception of LUV pre-pandemic.
See you on another airline.
Ed Kelly
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I’m gutted . . . like you, I was a disciple, testified all the time and always my first airline of choice for the past 35+ years.
Very sad day . . .
Vickie Strate
___________________________________
Bob, you’re so right. I loved Southwest so much I even bought their stock. What they don’t understand is that they were unique among airlines, and now they’re just another airline, joining what may be the most hated industry, with their gouging and VIP/1st class wankery. I’m done too, but I’m also heartbroken. I feel like everything interesting and unusual, from books to music to movies to airlines, is going to be bought, get the edges filed off by profiteers, and then resold at a premium, only to lose market share and die.
Bonnie Hayes
___________________________________
Totally agree and am glad to see that I'm not alone in questioning their recent decisions.
I am a Southwest loyalist, but won't be once they change to assigned seats.
I have always liked that Southwest is Truth in Advertising. You pay for a ticket and if you want to pay a little extra you can find an aisle seat. You can check a bag for free (Why is everyone so opposed to checking their roller bags? Just buy a frickin' Apple airtag and throw it in your bag!). They don't have a million different tiers to boarding that slow everyone down.
Now they want to be just like the other crappy airlines.
Jack Pratt
___________________________________
Spot on. Breaks my heart. I flew only Southwest for years, flew my whole band around the country. I have only Southwest credit cards. I actively felt bad for all the poor fools traveling on the fake corporate airlines. Suckers who just didn’t get it and settled for second best. And now, thanks to typical modern American private equity bullsh*t, our beloved Southwest is just another corporate fake. It’s sickening. A betrayal, just as you described. They upped their pricing, then announced the seat change, now this? I will use up my considerable points on tickets as needed, but in the last year I found myself on Alaska, Frontier, Spirit, and this week on United. Wtf?!
Ralph Covert
___________________________________
I’m with you on this, Bob.
Private equity and “activist” (read ‘looters) investors don’t care about brands. They don’t even understand their value so they create spreadsheets that undervalue “brand equity” so they can squeeze more “value” (read ‘money’) out of the company.
We’re watching a version of collapsing brand equity right now in America - Elon Musk (including Tesla and Space X) has gone from being a big brand to a failing brand, seemingly overnight because once you pop the balloon it’s hard to get the air back in. This may happen to Southwest.
John Parikhal
___________________________________
You are so right. Once I use the rest of my miles Southwest is no longer my first choice.
Herb Kelleher is probably spinning in his grave.
Too bad…
Mike Crowley
___________________________________
Absolutely right, Bob. It's such a shame. They were one of the last companies who really didn't try to pry every last penny out of your wallet. So much for that. It was a great run.
Bill Higgins
___________________________________
“Southwest, I'M DONE!”
Right on! Jet blue is picking up the slack - bigger seats, modest pricing if you check a bag, great pricing if you don’t. SW can suck it.
Thomas Howell
___________________________________
Old Business Plan: Be different = success
New Business Plan: Be like everyone else = Fail
Who loses…….Consumers
Jim Clemenson
___________________________________
End of an Era.
Even more than being cheap, everyone thinks it's cool to scam.
Sadly.
Holly Gleason
Nashville, TN
___________________________________
That's a shame. PE groups f*ck things up. Southwest did lose its brand equity overnight, and it's disappointing. The Venture Capital companies are doing the same thing to Whataburger in Texas, Whataburger being Texas' In N Out burger joint. The hamburgers are shrinking, and prices are rising. That's the PE playbook. It's unimaginative, but it works. Make it cheaper, make it smaller, and raise prices. Blame it on supply chain issues, tariffs, the price of eggs, or labor costs. Just do it. No need to be honest or truthful, just have a story. But if you blame it on labor costs, make sure not to raise wages. Labor cost is an excuse, not a reality.
If I had the ability, I'd tax PE groups out of existence. Tax gains at 75% and no loss write offs. Get a real career, do something productive rather than just take your cut of other people's money.
Mike McBath
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I agree. My use was similar to yours. I chose SW because of the feel and for me they reduced the friction of travel. Why would anyone choose to run a business by competing on price, if you don’t have to?
Dave Petersen
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This decision is worse than the one to introduce New Coke in 1985. The no-charging for bags was sacred. It was their $1.50 Costco hot dog.
Douglas Trapasso
___________________________________
I am a longtime and passionate Southwest fan and I feel exactly as you do. I built my 10 state territory with Southwest. If they fly there, I’ll open an account there. It served me well.
What management has done to eliminate what makes the airline unique is devastating. I am a Southwest credit card holder, shareholder, and Rapid Rewards member from the 90s with A-List Preferred status and a Companion Pass. It’s the only brand I care about.
Thanks to Elliott I will start looking for alternatives that may better suit me. No more 1-stop flights because I want to fly Southwest. Perhaps United is a good fit for me with their lounge access and first class upgrades. They have a credit card too...
I would have never strayed from Southwest in the past but it’s a new day with Elliott in charge. Herb is likely rolling in his grave.
All the best to you, safe travels.
Regards,
Jason Asher
___________________________________
Welcome to activist investors like Elliot. I worked for a company that tjhey targeted a number years ago and watched them decimate it.
As far as Southwest, they needed to grow up and figure out who they wanted to be. A ULCC (Ultra Low Cost Carrier) like Frontier, Spirit and Alligent or one of the bigs like Delta, AA, UA and JetBlue. They were riding the fence too long and here come Elliot.
The delta between an AA fare and an SW fare out of my home airport, exact date/time usually was the cost of two bags on AA plus... 20-40 bucks a ticket. So there's your Early Bird.
The illusion was exposed, and the ULCCs and the bigs brought Southwest down to earth.
ps - I hated the folksy FA's and the announcement shenanigans... you can only hear the same jokes so many times...
Jim Anderson
___________________________________
Bob, I have said for years of flying for business. If you can’t lift your carry-on over your head, check it!
When I first used Southwest in Texas it was like Greyhound. You went to the gate and waited for the next flight.
Gary Einhorn
___________________________________
Agreed. Or, to be perfectly clear to Southwest: Buh-bye.
Mike Mettler
___________________________________
My company has clients that are owned by private equity, and my dad’s firm that he built over 35 years had to sell to private equity because no one else would buy it. My experience across the board has led me to one conclusion, echoing your own: f*ck private equity. They are unAmerican and killers of the American Dream.
Gretchen Morgenson’s book “These Are the Plunderers” says it a lot better than I can.
Thanks for calling out these troglodytes.
Mitchell Maddox
___________________________________
Agree with you totally, Bob. The reason I flew Southwest was, as you say, the atmosphere and the free bags and they had a pretty good rewards program, which they are also docking.
Why would I keep flying them? I won’t. Bad business decision, Southwest. Now you are just every other airline.
Jan Jankingston
___________________________________
I will be joining you in avoiding Southwest Airlines in future.
One of the few pleasures in life was avoiding the hassle of dragging a bag around an airport and then trying to not only find a space for it on the the plane but a seat nearby,
From now on, I will drive to most of the places I would have flown Southwest. And will find another airline to where I can not drive.
The airline will return to being SouthWORST.
Make American Skies Unfriendly Again
Gregory Betley
___________________________________
Ever since airlines started charging for checked bags, travel has gotten much worse. The size and amount of carry on luggage people bring onboard is ridiculous. It doubles the boarding time. There’s always an announcement that there’s not enough overhead space and bags will be checked at the gate (for free usually, maybe that’s their plan). It makes the flying experience slightly more miserable.
The carry on situation needs to be addressed. I’m tired of taking a backpack to the head while i’m sitting in my seat and some asshole blazes past me with 3 giant carry on items.
The difference between the US based flight crews and European flight crews is astonishing. I’m guessing in Europe they’re treated much better by the customers and employers.
But here in North America I think there’s pretty low morale among flight attendants, and I can understand why. The worst of humanity is unleashed at airports. We all have horror stories.
Jay Ruston
___________________________________
God damnit… I’ve always stood by SouthWest … THE PEOPLES AIRLINE!
Sad for me to read, and the symbolism is telling. Sucks.
Maybe if enough people stand up they’ll go back to what made them the best.
Cheers,
James Davy Eggleston
___________________________________
Bob, I am with your philosophy 100%. I will use them till my miles evaporate. Hopefully, this greedy move will cost in losses what the extra dollars get them. SCREW southwest!!!!!!!!!!!!!!!!!!
N. Dauria
___________________________________
The video going around the past few weeks of some asswipe MAGA singing that stupid Lee Greenwood tune over the intercom on a Southwest flight was the spark, and the email I got from the airline this morning about the bags was the nail in the coffin, to which I replied: I GUARANTEE SOUTHWEST IS NOW MY LAST-RESORT CARRIER. And they didn't even have the balls to say how much the bag charge will be. As you said, F*ck 'em.
Thomas Wilson
___________________________________
I'm a Southwest loyalist. Of course, with Baltimore-Washington International being my home airport — and SWA accounting for 80% of the flights — there’s not much of a choice. But it's not just the availability of non-stops to most domestic locations; I’ve always loved the quirkiness and the perks.
No change or cancellation fees, credits that never expire, no baggage fees, great customer service with a smile — it’s all worked well for me.
I was even a fan back in the days when you had to get to the airport early, grab a plastic boarding card, and sit on the floor to claim your spot!
So yeah, I was definitely pissed when I got that email this morning about all the changes and the typical legacy airline nickel-and-diming. But reading more closely, it looks like if you're on the A-list, have a Southwest credit card, etc., you still get free bag checks. So for now, I'm still in.
But beyond just squeezing more revenue, it feels like they're playing the loyalty game — “If you like us, we’ll treat you special.” I’m willing to play along, but I do wonder if I’d feel the same way if BWI weren’t my home base.
So I guess you’re right — Southwest used to be like Phish or The Dead, and now they’re more like every corporate act we love but hate.
Rich Madow
___________________________________
It's not just the bags, Bob. But there's more!
Also tucked into their press release... "We will also begin to vary our redemption rates across our fare products on some high- and low-demand travel periods." Can you say insane uncapped dynamic pricing?
&
"Flight credits issued for tickets purchased on or after May 28, 2025 will expire one year or earlier from the date of ticketing, depending on the fare type purchased." This is a big change considering just a few years ago they did away with expirations on flight credits.
&
Southwest, without publicly announcing it, cut the amount of points you earn by flying with them by a lot for Wanna Get Away fares. Basically, you'll be earning a lot less than before.
Devaluation after devaluation. What even differentiates Southwest anymore? They're basically JetBlue now, except JetBlue at least has the best business class (Mint) out of all the US carriers. Their pricing has also increased over the last few years on many popular routes. The companion pass is the only thing they have left and I can't imagine earning it will be as easy moving forward either.
Richard Young
___________________________________
Pre boarders have ruined Southwest experience.
Michael Monaghan
___________________________________
I grew up in DC but live in Austin. I used to fly American to see family in the DC area but gave that up when Southwest added non-stop flights to BWI and Dulles. And I loved the vibe on the Southwest flights. Flights on American seemed like a cold shower as compared to the experience in SW. And everytime something bad happened on an American flight they were never at fault. I remember driving to Dulles in a snowstorm to get my bags that had arrived late but for which I had been promised they would be delivered at my door. Contrast that to SW allowing me to change my flight to an earlier one even when it was against the policy to do that on a flight I booked on points. My experiences with SW employees were great, They were there to help. I've probably flown 95 percent on SW since the late 90s. I hate the thought of them becoming just another cold shower. Given what is going on in DC maybe I will start to drive everywhere.
Joe Sherfy
___________________________________
Ya know, I like Southwest in theory more than in practice. The cheap airfare is enticing, sure, but I seldom can find a direct flight through them. If I want to get to Chicago, I have to fly a connect to Indianapolis or Kansas City, and it takes up more than double the time a direct flight would take.
But you're right about Southwest being egalitarian. We're in an era where you have to fly first class just to be treated as a human being. At this trajectory, first class will be like coach, where you have to pay $300 extra just for Biscoff cookies and a headrest LED screen. I'm a millennial, so when I hear boomers tell of the stewardess carving corned beef and the bathroom not being the size of a broom closet in Manhattan, it sounds alien to me (like every airline was Air Emirates).
I know the boomers get a lot of flak for "ruining" everything, but I KNOW y'all would never willingly cede those comforts, so I choose to blame that on Gen X and the people my age.
Garrett Gravley
___________________________________
You are 100% correct. Southwest became my airline of choice when the others started charging for bags. Prior to that I had no loyalty. It’s differentiators that set companies apart and the brain trust at Southwest has determined that is no longer a thing. Even when I don’t check a bag Southwest is my goto. Another great company taken down by boys proficient in Excel who have to show their bosses they are earning their paycheck. They couldn’t care less about long term viability or the customer experience.
Thanks,
Neal Berz
___________________________________
So these jackalopes just pissed away a third of a billion dollars, if the experts' projections are right.
The post-truth world is also post-competence. Even post-intelligent.
Normally you would think that evil thieves are as competent as they are cold blooded. Nope, post-truth, facts don't exist. You want to believe you have an opportunity to gouge down an extra billion and a half? But the facts suggest otherwise? F*ck facts. Just believe what you want.
If you're thinking that these chuckleheads are sitting ducks for the next con man who comes along.... you're not alone. You, me, and the con man.
-Carl Seibert
Anybody whose ridden an airline since the 1980s and has endured the clusterf*ck when every entitled idiot on the plane tries to retrieve their damn bag from the bins understands that the best thing that airlines could do to civilize the experience would be to make checked bags free and charge for use of the bins. Or if gouging your customers is your thing, charge for both, but more for the bins!
___________________________________
Bob: Get the Alaska Airlines Visa card. You get 70,000 free miles when signing up, free baggage check-in for yourself plus SIX others on your same reservation, priority boarding, discounts on in-flight food, an annual companion fare for $99 plus tax and with no restrictions, daily discounts at online retailers, and partnerships with Delta in the USA and Global Alliance airline partners for international flights — miles earned on partner airlines go onto you Alaska mileage account. It flies to Hawaii, Mexico, and nonstop from Seattle to Tokyo and Seoul. It’s really a no-brainer to switch to Alaska, especially for those living on the Left Coast.
Dottie Martin
Current St. Louisan, former Seattle-ite, satisfied Alaska Airlines member since 2007
___________________________________
Southwest went downhill when Herb Kelleher left. I used to fly them all the time. Now only if necessary. You’re correct on the McKinsey beancounters.
Bill Powell
___________________________________
First off, totally surprised you endorse (endorsed) Southwest. I'm actually pleased, but surprised.
I don't fly with them much, too many shenanigans before the flight and in the air, as documented in their own reality series (even if scripted, I saw these things happen a lot!), but it was always nice to know I didn't have to worry about bags because of or in lieu of my status with their loyalty program. Their prices are more on par with others now, but there was a time they undercut everyone.
Why I never totally fell in love? They took over ATA and wiped out perhaps the best loyalty program that had ever existed in the air at least in my time on Earth so far, you would earn four points and that would get you a free one-way flight, 8 points would get you around trip. Simply double that for their business class or use your free trip and just pay the $49 upgrade for business class at check-in, which 90% of the time I was able to do. I was very disappointed when this business model vanished under Southwest. And I almost fainted when I read your comment about having 127 people in preboard for assistance and every one of them doing somersaults down the aisle while those of us that might have paid for that coveted A1 through A15 boarding position have to stand and wonder where we're going to be in importance.
One of my most memorable flights on Southwest originated in Orlando, it was going to Las Vegas if I'm not mistaken, and I was one of the first five people on, A5 to be exact, and there's already 20 people sitting up front, people NO ONE saw board...and from that day forward I think I've just forgotten to book Southwest unless I absolutely have to because there is some game in there that needs to be fixed, perhaps now that they're going to start charging for everything like everybody else, the playing field will level itself out.
Kevin Andrusia
Orlando Florida
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Congrats on being a stand up person who pays for early boarding. I normally would but given the millions of miles I've flown, I figure I deserve a break. At the gate (the agents are usually pretty young), I shuffle up to the counter, sometimes with a faint limp, and ask the agent if I could board early. They always say yes! We look really old to them.
Of course the main reason for doing so is to beat the other passengers to the punch. You do NOT want to go to the trouble of having only a carry on which is then relegated to the hold because there was no more overhead space for reasons you mention.
You've earned a pass. We deserve someone youngster giving up a seat for us or senior discount days. Take what they're giving you. We deserve it, seniority counts.
John Brodey
___________________________________
I fly Southwest all the time. Saw the notice today. My last flight a few days ago LA to Nashville, 26 pre boarders. It’s so annoying, I now count how many, now there have been more into the 30’s. Some of those people looked pretty good to me. There are those who need it and should have help. I asked a flight attendant about it, she told me that the crews are convinced miraculous healings happen on the on ramp as some leap out of their wheel chairs waving their canes over their heads once at the entrance to the to the plane. As you said love the SW crews. I wasn’t sure if you were aware of the apparent spiritual aspect acknowledge by crew members. Now you know. Service animals, that’s a whole other conversation. Dogs/cats/birds you name it in strollers and beyond on flights, this is far worse.
Dave May
___________________________________
Southwest hasn't been the same in years. It started when they got rid of the peanuts.
Kyle JF
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