Southwest Airlines’s signature tagline, “Bags Fly Free,” seems to be a thing of the past.

Since its inception nearly 60 years ago, the airline has offered customers two complimentary checked bags as part of its pitch to distinguish itself from competitors. But by this summer, it seems, Southwest will have to replace that slogan with, “Bags fly for an added fee.” 

That’s because customers who are not members of Southwest’s frequent fliers programs or traveling in an upgraded seat will have to pay for their checked bags, starting with flights booked after May 28, according to a company press release. The airline did not provide specific rates for the fees. Southwest also announced that flight credits will now expire after one year, walking back a policy put in place during the pandemic that allowed customers to keep their credits indefinitely.

So far, the reaction to the new bag fees has been overwhelmingly negative. But, when observed alongside all the other changes Southwest has made to its programming over the past several months, it’s not exactly surprising. As of last month, shares of Southwest’s stock (NYSE: LUV) were down nearly 50% compared to five years ago. In an effort to appease its investors, Southwest has been on a mission to aggressively cut costs and implement a slew of added fees.

Those cost-saving policy changes appear to jettison all the elements that once made Southwest’s brand identity........

© Fast Company