When Southwest Airlines (WN) announced it would end its long-standing “Bags Fly Free” policy earlier this month, frequent flyers were quick to express frustration. The move, seen as a departure from the airline’s simplicity.
The change means that passengers departing from hubs such as Chicago Midway (MDW) or Denver (DEN) must now pay standard checked baggage fees, similar to competitors like JetBlue (B6) and American Airlines (AA).
Southwest Airlines Ends Iconic Policy
For decades, Southwest Airlines marketed itself around the promise that “Bags Fly Free.” It was a defining feature that differentiated the carrier from larger legacy airlines. But in a cost-cutting effort designed to boost revenue, the airline quietly scrapped the policy in early October.
The airline’s leadership has defended the decision, citing cost pressures, but for many customers, the loss of free baggage represents more than just an added expense—it challenges the very identity of Southwest.
Despite initial assurances from executives that Southwest would not touch its free bag model, the airline changed course after a difficult year marked by operational disruptions and increased competition.
Passengers purchasing standard fares now face charges for checked baggage, while Rapid Rewards elite members and Southwest credit cardholders continue to receive complimentary allowances.
Industry analysts say this move places Southwest on the same footing as rivals but risks eroding brand loyalty. Without first-class seating, airport lounges, or enhanced inflight amenities, the loss of the baggage benefit leaves many questioning what unique value remains.
The Loophole Travelers Found
Not long after the change, savvy travelers discovered a workaround buried in the airline’s vacation package system.
Under the “Southwest Vacations” platform, customers booking flight-and-car rental bundles still receive two free checked bags. According to View From the Wing, passengers don’t actually need to use the car rental to qualify.
By booking roundtrip airfare alongside a rental car—whether they pick up the car or not—flyers can effectively restore their baggage privileges.
In some cases, bundling results in cheaper overall fares than purchasing flights alone, especially when the cost of two checked bags is factored in.
There are, however, limitations. The trick applies only to cash bookings, not to Rapid Rewards points redemptions. It also cannot be combined with the Companion Pass program, and the points earned from these bookings do not count toward elite status.
Still, for many travelers, this method has become a valuable workaround to preserve an essential perk.
Customer Backlash and Market Reaction
Frequent flyers have expressed disappointment across social media, calling the change a betrayal of trust.
Many have pointed out that Southwest’s service model—no assigned seating, no premium cabins, and minimal onboard offerings—depends heavily on customer goodwill. Removing free baggage without adding comparable benefits may alienate its most loyal base.
Meanwhile, travel bloggers and loyalty experts have begun sharing detailed guides on how to use the vacation bundle loophole. There are documented cases where travelers saved hundreds of dollars on multi-passenger trips by leveraging the bundling feature.
Bottom Line
Southwest Airlines’ decision to remove its “Bags Fly Free” policy marks a major shift in the carrier’s identity.
Yet, through its vacation package system, passengers have found a way to bring back some of the lost value—if they know where to look.
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