Bob Jordan, Southwest Airlines’ CEO, has recently introduced significant changes to the airline’s operations, causing confusion among loyal customers. As part of these updates, the low-cost carrier is now imposing bag fees and implementing assigned seating policies.
The decision to introduce bag fees was a major surprise to many passengers, who are used to Southwest’s free baggage policy. However, Jordan argues that this change will help offset rising operational costs associated with fuel prices and other expenses.
In addition to the bag fee, Southwest has also started assigning seats to customers, rather than using a first-come-first-served basis. This new system aims to reduce congestion on flights and increase the overall efficiency of boarding processes.
While some passengers may be unhappy with these changes, Jordan believes that they will ultimately benefit the airline’s bottom line. He emphasized that Southwest is committed to providing affordable fares while maintaining its reputation for customer service and convenience.
As a result of these updates, loyal customers may need to adjust their travel habits to accommodate the new policies. However, it remains to be seen how passengers will react to these changes in the long run.
Source: https://www.nytimes.com/2025/07/06/business/southwest-bags-seats-bob-jordan.html