Southwest Airlines is weighing its options to woo high-spending passengers with airport lounges, premium classes, and flights to Europe. The move comes as the airline continues to rebrand itself after facing financial pressures and activist investor Elliott Asset Management.
CEO Bob Jordan hinted that Southwest may introduce luxury perks to attract customers who want more comfort and convenience during their travels. This includes extra legroom seats, lavish airport lounges, and flights to destinations like Europe.
Jordan acknowledged that expanding its fleet to accommodate transatlantic flights would be a significant challenge, but said the airline was open to exploring possibilities. He also identified Nashville as a potential market for the first airport lounge, citing the city’s growing wealth and strong customer loyalty.
Southwest has already shown a willingness to transform by introducing new fare structures, charging for checked luggage, and cutting point earnings on its cheapest fares. The airline is now allowing passengers to pay for assigned seats with extra legroom, a move that marks a shift away from its traditional open-seating policy.
Despite these changes, Southwest’s budget-conscious travelers have largely remained loyal, Jordan said. However, the airline sees an opportunity to attract new customers who are willing to pay for premium perks and experiences.
Source: https://businesstravelerusa.com/news/southwest-airport-lounges