In an email today, Southwest’s CEO updated coming changes. These will inevitably lead to higher costs for Hawaii travelers. As the airline reshuffles, Hawaii’s role in Southwest’s strategy is also set to transform, with implications for the competitive landscape.
Southwest Airlines’ upcoming transformation is one of the most substantial changes in its half-century history. This evolution aims to enhance profitability, while improving customer experience and adapting to evolving preferences. This will have particular implications for travelers heading to Hawaii.
In a communication today to its Rapid Rewards members, Southwest CEO Bob Jordan outlined the airline’s upcoming plans, which include enhancements we already knew about, such as in-seat power, larger overhead bins, improved WiFi, and more comfortable seating. Jordan said that the changes are set to make flights more enjoyable and efficient, especially for long-haul routes like those to Hawaii. But is that the whole story?
The move away from Southwest’s legacy.
One of the most notable shifts is the move toward assigned seating and premium, extra legroom options, set to launch in 2025.
You can expect these changes to be most expensive of all on their long Hawaii flights.
Their decision, for Hawaii-bound travelers, could offer added space comfort and reliability, enhancing the overall travel experience. But again, that isn’t even all of it.
The introduction of assigned seating is intended to attract a broader customer base, including those who may have previously hesitated to choose Southwest for their Hawaii flights.
Hawaii operational challenges and evolving market dynamics.
Southwest’s entry into Hawaii in 2019 brought the “Southwest Effect,” lowering airfares and increasing competition. However, as outlined in previous articles on Beat of Hawaii, the airline has faced operational challenges, including aircraft availability, plus intense and unabated competition. These factors have contributed to a reduction in Southwest’s initial impact and influence in Hawaii.
The initial excitement surrounding Southwest’s arrival in Hawaii has dimmed.
It has been tempered by market saturation and economic shifts. With strong competitors like Hawaiian Airlines, United Airlines, and Alaska Airlines, Southwest’s influence waned over time. Operational model challenges have further negatively affected its reputation for reliability and customer satisfaction in Hawaii.
Implications for Hawaii travelers going forward.
These enhancements come at a pivotal time for Southwest in Hawaii. The introduction of premium seating options raises questions about how these changes may result in significantly more fees, and what impact this will have on travelers seeking the budget-friendly options for which Southwest Hawaii flights were initially known.
Impact of premium seats: Southwest’s move towards premium seating will impact its low-cost reputation and potentially alter fare structures for Hawaii travel. Travelers may need to evaluate the cost-benefit of added comfort versus affordability, even despite the two free bags.
Cost of premium seats. The introduction of premium seating options is expected to lead to higher costs, potentially increasing fares by hundreds of dollars for travelers to Hawaii. These changes may further affect Southwest’s competitive edge.
Impact on non-premium seats. Southwest has said that it will convert “about” one-third of its seats to premium. In so doing, the number of non-premium, non-extra legroom seats will be diminished. In addition, as as the case with other airlines, Southwest will look to start charging for the best non-premium seats too. Together, that could mean that half or more of all seats will come with some extra fee.
The Southwest Effect in Hawaii. With the airline’s new approach, the “Southwest Effect” in Hawaii is more than ever coming to an end. This effect had previously benefited Hawaii travelers with very competitive pricing and increased flight availability.
How important will Hawaii remain for Southwest? Will Hawaii continue to be a focus destination as it has been these last five years despite these upcoming developments? With the next update from Southwest expected this fall, we will await details providing more clarity on how these changes may help shape the future of Hawaii travel.
Will this be “the Southwest Airlines you love, even better,” as CEO Bob Jordan said today?
Photo of Southwest Hawaii water cannon greeting.
HAL’s interisland fare last minute KOA to HNL was $85 last week. I recall that same trip in 2018 on HAL around ranging from $179 to $239. The Southwest effect is alive and well, and locals and tourist should be incredibly grateful for SWA’s Aloha!
SW Airlines will always prioritize profits over passenger convenience. Just like any other airline. That’s the nature of our capitalist system. This should surprise no one.
For my family’s most frequent route which is into Hilo from west coast and Phoenix, Southwest was rarely less or not much less, so we pick Hawaiian with its meals and assigned seating. SWA open seating and cattle call at the gate is the worst.
As someone who loves coming to Hawaii, primarily Kaua’i, I am concerned by both Southwest Airlines move to Premium seating, and hope they don’t destroy everything we love about Southwest. I am even more concerned about Hawaii seeking “High Value” tourists. If Hawaii wants to become an enclave for the wealthy, then I won’t be back. It reminds me of a similar strategy embraced by Disney that has left many visitors feeling gouged and bitter. Is that really what Hawaii wants? Taking measures to protect a fragile ecosystem is not the same as pricing people out of the market. Hotel prices are out of control. Without vacation rentals, people of modest means will be priced out of visiting. Think carefully before you throw it all away.
I fly from Denver twice a year, at least and fly Swa most of the time. Why? Best fares, best connections, no red eyes, on time performance, free bags and the best legroom in economy class.
So they change everything and I will be an ex regular
Best legroom and crapwest are not two words that I have ever heard or seen that go together
From Beat of Hawaii, Jan 21: “ For airlines flying to Hawaii, upgradedpoints dot com confirms our prior finding that Southwest Airlines has the most legroom, with an average of 31.8 inches of seat pitch.” And with my long legs I don’t need measurements to verify Southwest has the most legroom.
Check your facts before you go off on SWA Mike! Most legroom in the industry on SWA.
Flew SWA from ONT to PHX every month for 20 years. I can say with experience that half of my flights were late. Sometimes because of the flight crew timed out and sometimes it was mechanical. I remember one late flight was due to the ground crew didn’t fill the ice bins for the drink carts. They weren’t leaving until they had ice. Oy vey.
What’s funny here is this is a prime example of a company that needs to get out in the public spaces and ask questions. Like literally if they walked around the airport and asked locals why they thought about unassigned seating, they would’ve immediately received the confused look and a “what does that mean?” response. Because I flew SWA on the mainland a lot for work, it wasn’t a big deal and I knew the drill, but to Auntie & Uncle in line to board it was stressful and confusing. Overheard many times, “not doing dat again” and back on HA..
Southwest’s institutional investors who have been pushing SWA’s top management to make changes in order to improve profits have
openly stated that these changes are not enough.
They are still pushing the CEO and Chairman of the Board to resign.
We go to Hawaii about twice a year and I can say I would have never flown Southwest Airlines. I would never take a chance on my seating assignment for such a long flight. In general I try to never fly SW. I hear great things about them , but I am a person who reserves a set seat (& will pay extra for that knowledge).
I think it’s a smart move for Southwest.
Plus this will eliminate the heard of people who need to “preboard” trying to grab the best seats.
Concerns for us in Hawaii residents are the two “C”s = Cost and Capacity. Indeed, this SWA shift will impact cost. All airlines are playing games around the “C”s and Do Not Consider the impacts to the Hawaii residents. A good example is today’s terrible decision by Delta to give each of their 95,000 employees two guaranteed flight passes for any class of service. Guess what .. you will see Delta flights to Hawaii full of employees in first class (no more chances for complimentary upgrades on Delta). Delta should have given a bonus vs. a free seats. No consideration for tight capacity markets like Hawaii. Angering for Hawaii based loyal Delta flyers.
Friends don’t let friends fly crapwest, ever!
I haven’t flown Southwest to Hawaii, but for other destinations I frequently fly, it hasn’t been a lower cost option in my experience than United or American for a long time. The only thing that remained attractive about Southwest starting a few years ago was their continuing policy of refunds and two free checked bags. But as other airlines started offering refunds/credits post-Covid, Southwest became even less attractive. It will be interesting to see the new changes roll out.
I’m a big Southwest cheerleader. Companion Pass every year, over a Million points in my Rapid rewards at any given time. Flying to Hawaii with Southwest always gives me pause because even as A1 all the time, I’m still not guaranteed a decent front seat because of the pre-board situation being out of control.
Same thing with other vacation destinations, Costa Rica, Las Vegas, Florida etc. Even the flight attendants want assigned seating now.
I think the fact that Southwest didn’t partner with travel sites and doesn’t show up on Google. That strategy may have been something that worked 15 years ago but now they definitely need to rethink it.
Ultimately, getting to Hawaii from the West coast. Price wise there is no better option. Southwest really does have better leg room than what you get on domestic first class on a 737 or A321, it is the most hassle free airline bar none.