For Hawaii travelers, the question now is simple: can Southwest bring back the spirit and simplicity that once made it different here? Or is this the quiet end of an era that started with so much promise?
When Southwest Airlines arrived in Hawaii over six years ago, it was treated as a kind of island aviation savior. Two free checked bags. No change fees. Fares that sent utter shockwaves through the market. Many believed the Southwest effect would transform Hawaii travel forever. And for a while, it did. But now, that golden era has ended, and what comes next isn’t yet entirely clear.
Southwest’s Hawaii flights remain nothing like the rest.
Southwest’s average mainland flight runs about 700 miles and takes around two hours. A flight to Hawaii? More than double the time and up to 2,917 miles each way. Other longest routes in the Southwest network include Baltimore to Los Angeles and Fort Lauderdale to Las Vegas, but none approach the distance and duration of Hawaii service. Hawaii flights go longer, farther, and require more from both the aircraft and the passenger experience.
That difference now matters more than ever as the airline has said it will begin offering assigned seats starting January 27, 2026, on select flights, marking the end of open seating for those itineraries.
For Hawaii travelers, this change may have a different impact. Five or more hours from the West Coast made seat selection and boarding order more critical than on their short domestic routes.
How Southwest’s new seat tiers affect Hawaii travelers.
Southwest’s new fare-based categories are here, and yes, they have names. Basic fares get your seat assigned at check-in, while Choice, Choice Preferred, and Choice Extra let you pick a seat in advance. Whether those names actually mean anything to travelers remains to be seen.
Seats themselves are now ranked too: Extra Legroom in the front and exit rows, Preferred in the middle, and Standard in the back. That hierarchy feeds into one of eight new boarding groups, determined by seat type, fare, and status.
Group 1 and 2 will be reserved for those in extra-legroom seats or with A-List Preferred status. Other travelers will fall into Groups 3 through 8 depending on the seat they picked or the fare they booked. What about basic fares? They’ll board last. And if you’re also flying with just a carry-on to avoid the new check bag fees, don’t expect much overhead bin space to be left by the time your group is called.
Southwest cardholders will board no later than Group 5, but don’t assume that means you’ll be sitting together. Families and couples used to game the old system with EarlyBird or Upgraded Boarding. Now, the game changes, and comes with a price tag, a line, and a lot more guesswork. Confused yet? You’re not alone.
How open seating’s end hits Hawaii flights.
This isn’t just about finding a window seat. It’s about identity. Southwest’s open seating was part of its brand personality that many loved from the beginning, and Hawaii travelers learned later in the game: laid back, fast-boarding, no-nonsense. It allowed even last-minute Hawaii deal hunters and budget-conscious families to secure good seats without navigating more complex fare charts or paying for premium zones.
That’s disappearing, alongside what was once Southwest’s signature differentiator. Assigned seats also create potential friction on interisland flights, where the efficiency of open seating appeared to work exceptionally well during quick gate turns on shorter routes.
Roger commented, “The interisland reduction is sure to be a bummer for our family. We live on Maui and have two kids who go to college in Honolulu.”
Southwest’s baggage fees now hit Hawaii visitors.
As of May 28, 2025, Southwest is no longer the airline where bags always fly free. The company now charges $35 for the first checked bag and $45 for the second on most newly booked flights. For many Hawaii travelers, who often bring more luggage for island stays or multi-island trips, that change is a big deal.
One key exception remains: Hawaii residents flying interisland still receive two free checked bags—if their Rapid Rewards profile lists a Hawaii address. But for everyone else, including visitors and those flying between the mainland and Hawaii, the new baggage fees apply.
Southwest top-tier status holders, Rapid Rewards Credit Card members, and premium fares will still get bag perks, but for the average casual flyer, one of the most celebrated features of Southwest’s Hawaii service is already gone.
The Hawaii impact of Southwest’s national overhaul.
Southwest’s entire business model is shifting, and it’s not subtle. In March, the airline informed investors that its overhaul would generate $800 million more this year and $1.7 billion annually by 2026. That includes fare segmentation, bag fees, seating charges, and more.
What Southwest once mocked as “nickel and diming” is now embedded in its Hawaii operations. This has led to a strange middle space. Southwest is no longer the upstart shaking things up, but it also hasn’t established what it wants to be instead.
For years, Southwest claimed its open seating model helped it achieve speedy boarding. Now, executives flip-flopped and say assigned seating will do the same, and even better. It’s the kind of SW contradiction that’s become familiar lately, especially as policies it once strongly defended now get reversed under financial pressure.
Flight cuts, red-eyes, and a confusing Hawaii plan.
It’s not just the seating and bags. Southwest has already slashed Hawaii flights by up to 30 percent on some routes, reduced frequencies on other mainland-to-Hawaii services, and even eliminated entire Hawaii routes. At the same time, they’ve invested in new aircraft interiors and tested premium seating concepts—all moves that would once have seemed entirely out of character for the brand.
That contradiction is what Hawaii travelers seem to be noticing most. One moment, Southwest is adding overnight red-eye service from the mainland. Next, it’s scaling back Hawaii route maps. The airline appears uncertain about its positioning in Hawaii, whether it should prioritize affordability, flexibility, premium offerings, or competitiveness, leaving island passengers caught in the middle.
For more details, refer to our earlier coverage of the Southwest Hawaii flight cuts and schedule shake-up.
Hawaii was once the center of their strategy.
When we met with Southwest earlier this year, their team still expressed strong interest in the Hawaii market. They had new vision and ambition. But since then, much has changed. The rise of Elliott Investment Management’s influence and the shift toward cost-cutting have made Hawaii look more like a burden than an opportunity for Southwest.
Southwest entered the Hawaii market as an agent creating change. Now, change is happening to them. Airlines across the board are recalibrating their time and capacity allocation. And Hawaii, with its longer flights, tricky economics, and high operating costs, is no longer the slam dunk it once appeared to be.
The Southwest–Beat of Hawaii relationship changed too.
We’ve followed Southwest Hawaii flights from the very first dream of flying to Hawaii, which was a full decade before their actual arrival. For years, it was among the hottest topics on Beat of Hawaii. Articles announcing their arrival, new routes, quirky experiences, or fare wars consistently drove massive engagement and reader feedback.
But sometime in the past year, we noticed that the energy around Southwest in Hawaii shifted. Reader interest in Southwest dried up, even as the airline continued to make big announcements. Internally, we noticed the change too. Southwest stopped engaging with Hawaii. What was once a lively relationship has become one more of radio silence.
And our readers felt it. Comments grew sparse. The excitement just wasn’t there anymore. The buzz around Southwest Hawaii has faded, replaced by uncertainty and a growing sense that the original promise is no longer being fulfilled.
Macprohawaii said, “It is sad to hear that Southwest is cutting back on interisland. I think the mistake they made here was not setting up a base for interisland flights in the islands.”
What’s next for Hawaii travelers flying Southwest.
This isn’t a death knell for Southwest in Hawaii, but it serves as a warning. Hawaii travelers should watch not just what the airline announces, but what it walks back, waters down, or stops talking about.
Will assigned seating be rolled out uniformly across all Hawaii routes, or will interisland flights be treated differently? Will red-eyes expand further or quietly diminish once again? Will elite benefits for Rapid Rewards cardholders hold value in a world of shrinking airline perks?
The changes may appear to be modernization, but they may also feel like the final steps in erasing the things that once made Southwest Hawaii flights distinctly different. If the airline wants to win back the enthusiasm of island travelers, it needs to show what comes after the golden era—and give Hawaii travelers more reason to stay.
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Open seating worked great when people weren’t savages willing to lie about disabilities to cut a line…and then be miraculously healed after 2 hours in a 737.
Angering the A listers and people who paid for early boarding to cater to the 4 out of 5 liars asking to pre-board for a disability was not a viable business model any longer. Blame the cretins who abused the faith of the system for the shift in the business model.
You are exaggerating your numbers there. So far every time I travel, I do see people in wheelchairs and they look really legit to me. Especially being that I am one of them. I have a lot of problems just trying to walk 50 yards, and stairs is my worst enemy. Even with assigned seating with other airlines I still request help to get around the airport in a Wheelchair and to get me to the door of the aircraft. Then all I have to do is slowly make my way to my seat. For flights that is longer than an hour, that is when I have to take my Oxycodone-Acetaminophen to manage my pains. For all those that pushes me on the Wheelchair throughout the airport, I make sure that I tip them well for both departures And arrivals. And I probably pay them more than those that pay for early boarding!
I think the Southwest executives went to the same school as Gov Green’s administration, i.e., no classes on ethics, public service, or business. And to say that their revenue will be $1.7 Billion annually starting in 2026 is insane. They wrongly assume their market share will be the same as it has been before the changes. When passengers learn that they can’t pick their seats any sooner than 24 hours before takeoff (per Southwest’s website), I believe their “market share” will decline drastically.
I can’t thank the ‘old’ Southwest enough for making my youngest daughter’s Hawaiian education possible! Southwest held it together just long enough for her to graduate, which she did a couple months ago.
May I ask where your daughter graduated from?
And yet their flights are more popular than ever.
You pick on SW, but what about the others? Are they better?
No.
The price of flights has gone up noticeably. Especially last minute flights or changes. I originally booked a flight about 3 weeks out for about $280. On the day of travel I checked to see if there was an earlier flight and it was $780!! I have never seen that high of a ticket before.
Southwest should have acquired Hawaiian Airlines. It would have been a good marriage. Alaska will prosper from buying HA.
I fly round-trip on Southwest interIsland more than 150 times a year. The quality of the flight attendant customer service has severely declined. They act as if you owe them a living instead of them, trying to assist you. Recently they are delayed on the first flight because of airplane issues. Why aren’t the rechecks picking this up until we are being pushed back from the gatr
I totally agree! Their customer service has decline drastically! I remember when they first started flying in Hawai’i, we at least got water on the flight. Not anymore! They say that the flight is too short to do any drink service. I say ___! If Hawaiian And Aloha Airlines can do it on every flight Including their shortest flight between Maui and Kona, then Southwest should be able to do it too! Instead, Southwest is too damn lazy and don’t care about any kind of customer service on their flights except to get you from point A to point B, and that’s it!
I had heard that these changes were going to generate 1.7 billion for SWA but it is anticipated they will lose 1.8 billion from market share. I for one was a loyal customer with over 1 million points that will no longer fly SWA after I’ve used up my points
Clearly this is Not the same airline Herb Kelleher and Rollin King founded decades ago in San Antonio, Texas! They must be spinning in their graves now with what’s happening to SW. These two men are legends in the aviation and airline business and no doubt would not be happy whatsoever.
I always fly southwest. Rapid rewards card member. I am so sad & disappointed about the assigned seating. That is what I love about SW. I love being able to choose where I want to sit & who I want to sit by. SW magic is disappearing & I hate it 🙁
Southwest’s changes are due to the new influence on the board of directors. They want to squeeze more out of their investment. See Rite Aid. Or Sears. Or K-Mart. Wanna know why they’re all gone? Greed and a failure to care about what happens. Those who perpetrate the sale and then divest the parts of the business pocket a lot of money and when that business fails, they still get paid and everyone loses. If Denzel Washington was hot on their trail a la “Man on Fire”, I’d actually feel better.
I hope Southwest doesn’t go this route, but history and the odds don’t favor them.
For me, I’ll still pay a bit of a premium for American or Delta and take my chances, although I’m not sure how much longer that will last. Either way, I’ve already mailed my credit card and Southwest awards card in with a suggestion on where to put them. Hope they rot away in agony.
Weii I guess it’s time to close out my rewards credit card as the reward mileage is no longer appetizing. I can definitely get a better deal flying other airlines in lieu of SWA. Gone are the days of SWA 💔. Time to move on seems like we can’t believe what they say about loyalty.
SW used to be an airline that everybody knew what you were getting from start. Like it or not it was easy and uncomplicated. If you wanted something with more luxury, you needed to book with another airline. Southwest was strictly a basic coach carrier with a pleasant attitude among its employees and customers. Now they seem to be an airline that has lost its mission and focus, and are searching for a new identity by mimicking the “big three” and others. That’s a huge change from their original foundational no frills business model. It will be interesting to see if they succeed with this new approach. The jury is still out deliberating.
Southwest flights to Maui were the best! So sorry they didn’t continue.
No frills, just easy…Hawaiian is like being packed like sardines in a can…
Southwest was easy and breezy….simple, uncomplicated.
Fight attendants seemed happy.
Hawaiian flight attendants are just plain disinterested in anything except each other. No service at all…certainly not with a smile.
Hopefully they’ll change their current plans and realize how unique they were, and that they could have absolutely owned the market.
Sad.
I wish the State and it’s citizens didn’t chase away the Superferry.
We could sure use it today!
The citizens did not chase away the superferry. It was the hotel, rental car, and Hawaiian Airlines. They all lobbied the legislature who attached extra environmental requirements on the service. Not to mention some favors and payola. The majority of residents have been requesting it for years.
Remember, this is how Hawaii govt works. Tit for tat.
I think the mistake they made here was not setting up a base for interisland flights in the islands.
The cost to do business in Hawaii is outrageous with it’s regulatory swamp, high labor costs, onerous unions, cost of living for relocated staff, recruitment and retention of technical / skilled personnel. It’s a wonder anyone would stary up or expand here. The politicians chase growth oriented companies away with poor policies.
I concur w/ aviation insiders that Southwests’s biggest faux pas was not establishing a firm Island base from the get-go. Our Island microeconomics, operational & cultural needs are unique. Decisions affecting them need to be made locally by locals who understand the full Hawai’i picture & not made from a board room on the Mainland.
Customers voted with their pocketbooks and the large Southwest 737’s just never filled up inter-island. High frequency smaller planes seem to work better.
I flew on a few packed SWA inter-island flights, so I’m not sure what you are talking about here. Now that Hawaiian is owned by Alaska Airlines, I hope that Alaska replace the old 717’s that Hawaiian already have in their fleet and replaces them with the 737’s that Alaska already have and is already flying them in the islands.
I flew SWA Lihue to Oakland shortly after the “no more free bags” policy went into effect. The bag charge is slightly less than UAL’s, and there is still more leg room in SWA than UAL coach – unless SWA reconfigures their seats. The biggest issue was seats. We had assignments in the middle of the B group – generally not a bad situation. But it is summer, and there were large groups of families boarding first. By the time we boarded, we might as well have been at the tail end of the C group. There were no 2-seats-together left. That’s the current situation. Obviously the new tiered boarding will change it…for better or worse.
I’d heard they’d stopped the freeloading people who’s morals were below that of pond scum (aka real estate agents and members of government, not in that order), but it’s clear they haven’t. Leadership in so many industries has knuckled under to whatever group cries the most and the loudest. The US is in trouble, I fear, so flights are pretty far down on the “who cares?” list.