Southwest Airlines has long prided itself on being a budget-friendly airline that sets itself apart with its “Bags Fly Free” policy. However, with its recent update to baggage fee structures, Southwest may be shifting away from some hard-earned “consumer first” image and moving in competitive lockstep with legacy carriers.
Effective October, the airline’s just increased fees for overweight and oversized bags now make it a far pricier choice for certain travelers, particularly those flying to and from Hawaii with larger or heavier luggage. Is that a sign of things to come?
Southwest Airlines’ new baggage fees narrow its cost advantage.
Southwest’s “Bags Fly Free” baggage policy has long been a central feature of its brand. For now, Southwest remains the best airline in terms of baggage fees.
Travelers used to “weighing” every dollar of their trips to and from Hawaii will find that the airline’s policy of allowing two free checked bags per passenger still provides a rare benefit in a fee-laden industry.
But with the introduction of new fees on overweight and oversized bags, it’s clear that the advantage is narrowing. Last week, Southwest quietly implemented higher fees, placing a greater burden on passengers with larger or heavier luggage.
The new fees, which apply to travelers regardless of when they purchased tickets, include $150 for bags over 50 pounds and $200 for bags over 70 pounds, alongside a $200 fee for oversized items. For Hawaii travelers, these fees add a new factor in evaluating Southwest’s trip value.
One reader, Kamaaina_Robert, who tipped us off to the situation, noted that he has “always relied on Southwest to take the sting out of packing bags for trips back from the mainland.”
With these added costs, and likely more to come, Robert—and others—will need to recalculate Hawaii air travel costs.
Another commenter, IslandGirl55, mentioned that “it’s becoming harder and harder to keep travel costs predictable,” implying that Southwest’s approach may shift.
Southwest’s fee increase appears to be part of a larger trend in the airline industry to rely on ancillary fees for revenue rather than increasing ticket prices. Though Southwest maintains its two free bags policy within weight limits, the added fees have effectively layered in new costs.
Consumer-friendly image under pressure.
Southwest has built a renowned brand around simplicity and value, making it a half-century-old favorite for budget-conscious travelers and frequent flyers. Now, with rising fees appearing set to mirror those of other major airlines, Southwest’s unique value proposition may of financial necessity be taking a backseat to revenue-generating strategies.
The change appears to be driven, at least in part, by activist investor Elliott Management’s involvement with Southwest. Such investors often push for higher profit margins, which can translate into new or increased fees as airlines strive to boost revenue through ancillary costs rather than fare hikes.
For Hawaii travelers.
For Hawaii travelers accustomed to the simplicity of “Bags Fly Free,” Southwest’s new fees potentially signal changes ahead. The added costs for overweight and oversized items now mean that “free bags” come with conditions, impacting Southwest’s overall value.
The once-clear cost advantage may be fading as travelers now face higher fees on certain items. Families or groups with heavy or large luggage may find these additional charges significant enough to consider only choosing Southwest as their go-to airline.
With these changes, Hawaii travelers need to weigh in on all airline options, including these and future baggage policies and fees.
U.S. airline industry trend: convergence of fee structures.
Southwest’s recent fee adjustments highlight an industry-wide shift toward standardizing ancillary fees, blurring the lines between budget and full-service carriers. Where Southwest once stood apart, its new pricing model for overweight and oversized bags signals a closer alignment with norms set by legacy carriers. As the travel industry responds to economic pressures, Southwest’s move may reflect a longer-term trend toward increased ancillary fees as airlines seek to sustain revenue growth.
As Southwest moves in competitive lockstep with other airlines, its unique consumer-first value proposition faces new challenges, suggesting a more complex future for budget-friendly travel to and from Hawaii.
Beat of Hawaii photo – baggage loading on Southwest flight on Kauai.
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These rising costs are not unique to companies taken over by equity funds. As long as all US governments, from the federal down to the local, do not require and enforce taxes on revenue generated by ancillary fees, consumers will continue to see the value of their dollars shrink as more and greater fees are assessed for more products and services.
It would take united, persistent, and consistent pushback from consumers to fight the companies and their lobbyists. Starting with changing where and how we spend our money, to electing government officials who would introduce and enact new tax regulations that actually benefit average American consumers. There is not any quick and easy solution; this is environment/situation that has been allowed to worsen over decades.
How about they weigh people and charge by the pound? Would maybe make the obese more motivated to lose weight. After all, fuel is the most expense aspect of operating.
Very courageous comment that many non-obese peope think, but wouldn’t dare to express.
“ Southwest may be shifting away from some hard-earned “consumer first” image and moving in competitive lockstep with legacy carriers.”
Southwest is a legacy carrier
News flash! The only news on this was wether SW was going to consider golf clubs as oversize, which they don’t now. For Don, buy a luggage scale at Amazon. Two for $15. They are very accurate. Problem solved. The reason why airlines limit bags to 50lbs. is when baggage handlers are loading bags, often at awkward positions, they don’t injure themselves (think Workmans Comp. Insurance claims).
So far, nothing changed other than novice fliers paying extra fees. Even at an additional $50 for oversized, you’re going to Hawaii. It will still be the cheapest thing you do.
there is much more involved with overweight baggage than just “gouging customers”,! Overweight bags increase injuries to employees, slow down the check in process, and complicate weight and balance calculations. Calculating the weight of a bag isn’t that complicated. Southwest will continue to be transparent and fair with their customers. This will merely penalize those who try to game the system much like a 18 to 22% interest charge to credit card holders who carry a balance pay. Unlike the ethically challenged wheel chair users who (upon reaching the destination) miraculously jump up off the plane without assistance, Southwest is getting ahead of those who cant play by the rules without depriving the rest of us the value SWA provides on each and every flight. Good work Southwest and hears a toast to “bags fly free” for the foreseeable future!
For the average traveler this is still two bags, and 100 pounds free. Who packs more than 100 pounds for a trip anywhere? Is says ” Southwest ” on the side of the plane, not U-Haul. SMH
I’m 100% convinced that at every airline there is a room with people working day and night to figure how how they can charge a fee to use the bathroom!! I heard United is not going to charge for carry-on luggage!! It won’t matter if there is a fare of $299…the extra fees they are coming up with will make that ticket $600! Of course we have no choice but to fly to HI…but if the traveling vacation public did a 30
Day boycott you would see all of this come to a screeching halt! But we pay it and they laugh all the way to the bank! So frustrating!
You kind of make sound like they all of a sudden started charging for baggage over 50 and 70 lbs. They have always done this. They just increased it.
And besides, 100 lbs. isn’t enough to come and go with?
When me and the wifey fly we do so with one check-in bag and pack a small foldable duffle in it for stuff we pick up while on the trip. Packing cubes and/or compression bags work wonders. Synthetics are easy to wash, fast drying and wrinkle resistant and easy to sink wash.
How people need two full sized check in bags + carry on + personal item is beyond me unless they’re also flying with a baby or need some bulky medical devices / sports equipment like snowboards.
I had one bag 55 lbs and one bag 37lbs and the airline wanted to charge me $100 extra dollars for the one over 50lbs. The baggage lady was nice enough to let me transfer some articles out of the heavier and place into the lighter. At home I have a bathroom scale to check if I’m close. Hawaiian hotels don’t have scales and the airports don’t have scales before getting in line to check weight. After purchasing souveneirs in ABC stores and international marketplace etc. your luggage is always heavier coming home. I was embarrassed holding the line up but appreciated the airline letting me transfer some items. No scales make it hard when you have to guess the weight.
All airlines will allow you to adjust. You could even include your carry-on in the solution. You can also buy a hand held scale online that will solve it before you leave for the airport. Toss it in your checked bag and the first time you use it. Compare your scale’s weights to what the airline gets so you can fine tune your packing in the future.
At the time I had packed 2 total for the all of us. Me, My wife, and two kids. So maybe 100lbs seems heavy. But for 4 people? 25 lbs per person. That way I didn’t want to find a laundrymat. My wife always wants to pack a nice pair of pants and casual dress shirt for a fancy restaurant the night before leaving. Shorts and a tee shirt is under dressed and to her embarrassing.
Wait… only 2 bags for 4 people? Why are you limiting yourself to only 2 bags for 4 people?
Take 4 bags for 4 people. 200 lbs…
Frankly, people should pay for large and heavy luggage, especially when flying to Hawaii..let’s face it, what do you need other than a bathing suit and a pair of flip flops and even those you can buy here. Even on the West side of Maui, we have ABC’s, Longs and Ross. Better yet, check out some local stores….
Going bankrupt ? or getting bought out by Venture Capitalists?
VC’s go after companies they think they can make a profit on. Airlines have always been targets. High debt loads and strong competition are common. They sell a product that’s almost a commodity. Price is the overwhelming factor consumers use to decide who to buy from regardless of the comments we see on this platform. Consolidation continues. SW is unique because they chose to fly only the 737. Saves them a lot of operational Cost but exposes them to problems at BA that they can’t avoid or fix. There used to be 10 aircraft manufacturers. Now there are two. HI is a tiny % of their system so it’s vulnerable. So if they can make more $ elsewhere, they will drop HI. Especially given the HI politicians’ behavior.
Another view is to point out that every pound loaded on the aircraft adds to the fuel required and fuel is costly. I very seldom check a bag. So I’m subsidizing most other passengers that check bags. That’s not fair to me. Heavy or oversized bags require some special handling. Thats added labor. The extra fee needs to cover it. They are also more prone to be damaged. So airlines need to have the passengers agree to not hold the airline responsible if that happens. If I check a cardboard box I have to sign a waiver. If you’re concerned about these charges, wait until Breeze starts serving the islands pricing will most certainly be Ala-Carte. Like Frontier and several others. You’ll pay lots of fees. Get used to it.
You can check two 50 pound bags for free on Southwest, so up to a 100 pounds of “stuff.” Who needs any more than that for a trip to Hawaii?
Two 50 lb bags should be enough. I have two only because one is an active cooling mattress pad with thermoelectric cooler (37lbs). I need that for sleeping as I’m always overheating due to meds for leukemia. I usually stay for 4 weeks. I don’t have space to bring things home as gifts. Either way I don’t fly SW to Hawaii since their no assigned seating doesn’t work for us. Especially when your SW flight connection sits on the runway with no gates available and you are last to board due to this – happened twice on at least shorter flights and never flew them again.
What if you only owned 2 suitcases and are packing for 2 adults and 2 kids? Not all flights have just two adults and one suitcase each. Maybe the two adults didn’t live together and had their own etc. Most of the time people pack heavy is so they don’t have to do laundry or waste time waiting at a machine. Hotels might have them but then you have to stay put and guard your clothes. STR’s and Airbnb’s might be a different story. By the way when is the last time you went shopping for a Hawaiian shirt? Not very cheap and time lost for shopping.
Maybe buy another suitcase or two?
To answer your question, I buy mine at the Cannery Mall. The Westin Villas (Resort, Timeshare and Vacation Club in West Maui) even has a free shuttle going there). Most people take it to the Luau or restaurants that are just behind the Mall.
Wow, when flying F on American, up to 70 lbs is free, per bag. Any one leg of the journey in F qualifies. So as a frequent flyer member, if I get upgraded on one leg, then I’m good to go for the entire journey. This comes in handy. On our last trip we brought back two wood stumps that were made into seating. The price at the H-E-B grocery store was $200, on Island we found them in a store for $1,200. Of course there were not exactly the same, but almost. Saved $2k!
Southwest has always charged for overweight or oversized bags. In fact Southwest would charge you if you were only 1 pound overweight. The difference is Southwest greatly increased the charge for overweight and oversized luggage. For those complaining all you have to do is follow the rules. The size and weight restrictions have not changed. The only change is the cost of not complying with those restrictions.
I already notice a shift with Southwest in the pricing of tickets. Much more expensive and not as competitive anymore. Only their free checked luggage going for them for me right now.
I priced SW for next summer and it was $2500!
From where? RT? 4 people?