Southwest Airlines is overhauling, well, just about everything, as you know. That includes how it sells tickets and delivers benefits, and travelers to and from Hawaii may well be in for a shock. Beginning May 28, the airline will introduce new fare types, rename existing options, and restrict certain perks like Wi-Fi and checked bags to its highest-paying passengers.
But that’s not the most surprising part. For the first time since launching Hawaii service nearly six years ago, Southwest is formally treating Hawaii residents and its mainland visitors differently.
In a recent interview, Southwest Chief Operating Officer Andrew Watterson confirmed that only Hawaii residents flying interisland will continue to receive two free checked bags. The benefit requires a Rapid Rewards account with a Hawaii address.
For everyone else, including visitors on the same routes, bag fees will now apply unless they book a more expensive fare. As an aside, Watterson previously held a key leadership role at Hawaiian Airlines.
What’s changing on May 28 at Southwest.
You can read what’s changing directly from Southwest.
That’s the date Southwest introduces a new top-tier fare class called Business Select Plus and reconfigures benefits across all fare types. Wi-Fi access, EarlyBird Check-In, and checked bag allowances will now vary depending on the fare purchased, with only the highest-priced tiers including all traditional perks.
Boarding positions will be automatically assigned for some fares, and Rapid Rewards credit card holders will see updated benefit structures. While the fare names stay mostly familiar, what each one includes is no longer consistent, making the booking process far more complex than ever.
Are you on board with all these changes yet?
Visitors and residents no longer treated the same.
For Hawaii residents, Southwest’s decision to preserve free checked bags on interisland flights may come as a relief. But for visitors—especially families or first-time travelers—the change adds confusion, potential frustration, and expense.
Unless you live in Hawaii and have your island address registered in your Rapid Rewards profile, you may not get the free bag benefit on short island hops. Thus, the same exact flight could cost more for a visitor than it does for a resident.
This mirrors a longtime practice by Hawaiian Airlines, which offers Huakai resident fares with exclusive pricing for Hawaii-based travelers. But unlike Hawaiian, Southwest hasn’t introduced a formal program. The bag benefit exists—but only for those who meet the quietly introduced criteria.
Why this might be the start of a Hawaii resident program.
Beat of Hawaii first raised the possibility of a Southwest resident fare program months ago, when Chief Commercial Officer Dave Furlong was tapped to lead the airline’s commercial strategy.
At the time, we wrote:
“Southwest’s Rapid Rewards program may see big and important Hawaii-specific improvements under Furlong’s leadership. That could include a program matching or even beating the new Huakai by Hawaiian local benefits program for Hawaii residents.”
That prediction may now be coming true, albeit slowly and without an official name. If Southwest is willing to offer resident-only perks for interisland flights, it could soon roll out broader benefits or pricing tiers that follow Hawaiian’s model.
Some readers welcomed the possibility. One commenter wrote, “I think it’s about time Southwest recognized that people living in Hawaii deserve different treatment. Our needs aren’t the same as tourists flying in for a week.”
Others were skeptical, with one warning, “The moment they start treating people differently based on ZIP code, they better be ready to explain every fare they offer.”
More complexity, less clarity.
Southwest built its brand on keeping things simple. No change fees. No seat selection charges. Bags fly free. That also meant treating everyone equally, a model often referred to as their democratization of air travel. But the latest changes mark a sharp turn toward complexity—and that may be hardest felt in the Hawaii market.
Unlike mainland short-haul routes, interisland travel in Hawaii is deeply embedded in daily life. Residents rely on it for family visits, medical appointments, and work. Any pricing change or fee shift hits differently here.
At the same time, visitors may feel stung by the appearance of preferential treatment they cannot access. They are being asked to pay more for something they may have assumed was included—and that others on the same flight are still getting for free.
Does Southwest risk losing its Hawaii identity?
Since arriving in the islands in 2019, Southwest has been seen as a breath of fresh air. Its low fares and baggage policy shook up a Hawaii market long dominated by Hawaiian Airlines.
But the airline’s identity is now shifting faster than the sands of Hawaii. With fare tiers, service restrictions, and now resident-only perks, it is starting to resemble the very carriers it once set itself apart from.
Whether this helps or hurts will depend on how Southwest communicates these changes and whether it fully embraces Hawaii, implements specific strategies, or continues to apply mainland logic to the island market.
What Hawaii travelers should consider next.
If you’re flying Southwest to or within Hawaii after May 28, follow these steps.
- Check your fare level carefully. Do not assume two bags or Wi-Fi are still included. Each fare class now comes with its terms.
- If you live in Hawaii and fly interisland, make sure your Rapid Rewards account includes your current Hawaii address. For now, that is your ticket to keeping two checked bags free.
- If you’re a visitor booking interisland flights, consider comparing Southwest’s fares to Hawaiian’s—especially when factoring in baggage fees. What once seemed cheaper may no longer be.
- And watch closely for what Southwest does next. If the airline formalizes this resident carveout, we may see the arrival of a Southwest version of Huakai—something Beat of Hawaii predicted earlier this year.
Hawaii air travel just got even more complicated.
Southwest’s new fare system is more than a structural shift—it’s a philosophical one. The airline is now treating passengers differently based not just on what they pay, but where they live.
For Hawaii, that’s a big deal. It suggests a growing recognition that island travel has its own needs, but also raises new questions about fairness, pricing transparency, and Southwest’s long-term plans.
Will Hawaii visitors embrace the new system? Will residents push for more exclusive benefits, including discounts? And will Southwest go all-in on a Hawaii-specific identity—or back away from the complexity it just created?
These answers, among others, will shape how we fly to and in the islands going forward.
Have you seen these changes already affect your travel? Let us know what your experience has been, and your feelings about what Southwest should do next.
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I was trying to go to mainland and now SW has only a flight or two that are not red eye coming out of Kauai, this is very disappointing and distressing. More and more flights connecting to Honolulu and not direct. That sucks SW. bring back our Flights!!!
I’m happy to hear Southwest is recognizing Hawaii residents with some perks.
is this for tickets purchased after May 28th !?? Or for anyone boarding after 5/28. No mater when tickets were purchased !
We usually fly Haw’n Air when flying to and frm Hawaii(our home)because we like the 2 seat format but because we were flying to Hou, Tx it would be SW or Alaska (since the route shift after the airlines merge)but SW was cheaper tho the seats seemed narrower and hated having to sit in the middle instead of window seat. The Hawaii to Phoenix leg was totally full, lots of turbulence and no food just snacks for the 5-6 hour flight (I made our own)wasn’t too bad flight. The second leg Phx to Hou Hobby airport flight was not full so I got the window seat and my husband the aisle seat, the flight was so nice and I was able to look out the window the entire way( Haw’n Air makes you close them), the flt was fast, the attendants were great so we had 4 more states to fly to and booked all on SW and each were not full flights and loved all window seats and good service from start to finish even not having to pay for bags was great! Keep 2 bags free and cheap fares, and I’ll choose SW.
This change feels confusing and unfair for visitors. I understand helping Hawaii residents, but charging tourists more for the same short flights doesn’t feel right. It also goes against Southwest’s simple and equal-for-all image. I hope they rethink how they balance fairness with supporting locals.
I hope you understand that many of us have to fly to the other islands for doctors appointments, cancer treatments, visit relatives, and for work. We don’t have the luxury Of driving to big cities like many do on the mainland. Also understand many of us have been priced out of paradise because tourists have come to By property and houses here for investment purposes, Using them as short-term rentals. If you’re going to have a problem with us getting a perk that is worth $80, Then perhaps Hawaii isn’t for you. I hear Florida has lovely beaches too
“Hawaii isn’t for you”
There ya go… Hawaii’s new travel slogan to the rest of us.
“Hawaii isn’t for you”
Having just returned from our 18th year of being good visitors to Hawaii, this time we saw more “Tourists Not Welcome” policies, practices & attitudes, this Feels like another “Tourists are second class people” difference.
That said, I understand, logically why the airline might do this. I logically understand how Hawaii residents rely on air travel.
EMOTIONALLY (and that matters in vacations), it’s the cherry on top of the “Unwelcome” sundae.
New fees and restrictions on tourist to those “open to all” places. Increasing taxes & fees. Locals who are more & more hostile to visitors.
Bye-Hawaii
I support this “privilege” for HI residents. As others have correctly pointed out, locals often go shopping on interisland trips because of higher prices on the neighbor islands so this will be helpful. And, local discounts are not unheard of elsewhere, including on the mainland.
That said, why is air travel the only option for interisland trips? I remember in the early 2000s there was a proposal for high-speed hydrofoil service. It seems to me that could be a much more environmentally friendly option. As I recall, though, there was tremendous opposition from locals, particularly native Hawaiians. What am I missing? Why would people be opposed to this? Does anyone know?
I read up on that when my son was based in Hawaii. The stories about them cancelling those was because the native wild life is not the same on all the islands and people were taking, snakes in the article I read, to an island that they were not native to which could cause enviromental issues.
Thanks, @Mel S. I hadn’t heard anything about snakes (in regard to interisland ferry service), which as far as I know, are not native to any of the Hawaiian islands–but have done pretty well when idiots have introduced them. Then came imported mongooses to kill the snakes but also eat a lot of other things, including bird eggs. It’s not cool to mess with Mother Nature!
I can tell the people that have lived in inaccessible and expensive areas (Hawaii and Alaska) and those that haven’t.
Alaska and Hawaii have a lot in common including a population on the edge of completely failing.
These “perks” are a lifeline for the locals. Alaska Airlines offers “Club 49” for Alaskans, which includes free bags. Most Alaskans, and I presume, Hawaiians, stock up on the necessities that are too expensive or unavailable in their area.
Almost every Alaskan in the Bush would stock up on food, clothing and supplies when they went to Anchorage or the Outside.
Until you live in the local economy (not a tourist, but as a local) you don’t realize how needed these “perks” are for people.
Bush in Alaska is nothing at all like Hawaii.
All the resident only perks and discounts only really work with tourists coming to pay the bills. Good luck Hawaii.
We made our 12th, and last planned, visit last year
Spoken like someone unfamiliar with both states.
I live in Texas now. I can Drive anywhere in the state, my Deliveries can be driven to me. I can easily Move anywhere and Commute.
In Hawaii, you can’t drive between the islands, anymore than you can drive between Bush cities. Many companies will not ship to either state and those that do have outrageous fees. Neither state can you easily or cheaply fly in or out.
To fly to Europe, my most expensive leg was the Bush to Anchorage, the second most expensive was from Seattle Anchorage. The cheapest was the International flight. Why? He airlines knew there was only ONE way in/out. Unless, you wanted to hire a sled team or, in Hawaii’s case, paddle across.
Hmmmm, we will see where this goes.
I guess I’m confused? Locals using interisland travel should need Less luggage than visitors from the mainland doing interisland flights? If a visitor is doing an interisland flight that likely means they are staying on the islands longer and would need more luggage. Locals should theoretically be flying interisland for less than a week and therefore need less luggage?
Rich, as a former Alaskan, (and, both states have a lot in common) the extra luggage can involve food, clothing, cleaning supplies and other sundry items not found on, or extremely expensive on their home island.
Just like in the Bush. We would fly down to Anchorage or the Outside and do the great majority of our shopping there
Dave,
All the islands that SWA services have Costco and Wal-Mart. Not much difference on prices that you would need to “stock up”. Also Hawaii has the luxury of many airlines servicing each major island. In some places in Alaska the Only commercial airline is Alaskain Air.
More benefits for Hawaii residents? This is standard thinking for all of Hawaii…parking fees, lodging rates, state parks. And what about the complete discrimination against anyone who doesn’t have Hawaiian ancestry in schools/scholarships? Is that what’s next for SWA? Hawaii has always made it difficult/more expensive for visitors and even those who move there, even if it hurts their Hawaiian neighbors who depend on tourism for their livelihood.
Linda,
Alaska does the same thing for Alaskans (though Alaska is a Washington based company). Alaska calls it, “Club 49” and Alaskans get three free checked bags within the state and two elsewhere (and lounge access on first class tickets).
The airlines are honoring the people in that state (that spend a bunch of money on airfare).
Hawaii, like Alaska, doesn’t have a large road network, easy shipping and is Extremely expensive.
These “perks” can mean the difference between surviving or not.
Decades ago my dad traveled inter island for work. He ended up renting an apartment and flying home on weekends until we finally sold our home and moved with him. There were no perks for locals so this is nice!
Aloha. This proposal seems fair for inter island travel for locals. There really isn’t another way at this time for families, business, emergencies etc. other locals in the 48 have businesses like restaurants that have local pricing. I don’t think people going to Hawai’i are going to Not go to an island over a bag fee (sure, they’ll complain because that’s what people are good at) but it’s a drop in the bucket to what they’ve already spent.
I booked my summer trip to Big Island back in March, thinking bags would be included like always. Now I’m worried if they are, or aren’t, and what other surprises might pop up before we even leave.
If you booked and paid for you travel on WN Prior to May 28, 2025 two bags still fly free.
If you have advance travel plans – you can book travel on WN through January 5, 2026 and those two bags will fly free. However, you must book and pay for your trip no later than May 28, 2025.
If you can wait until May 15, 2025, WN will open travel dates through January 26, 2026. Those extra eleven days will offer two bags fly free if booked and paid for by May 25, 2025.
After January 26, 2026 unless you qualify for a bag fee waiver s a Hawaii resident/Rapids Rewards member, purchased fare type, credit card holder and/or SWA Biz/corporate contract – there will be a fee for checked bag(s).
Confusing? Definitely.
A shame that WN’s ELT is being forced by Elliott to charge for bags.
Honestly, this makes total sense. Locals rely on interisland travel way more than visitors do. I support giving residents perks first. And in any event, they needed to compete with Hawaiian better on this part. Let’s see what’s next.
Southwest used to be my go-to for Hawaii trips. With all this going on, I’m rethinking everything for our next family vacation. Simplicity was part of the magic of that airline and somehow they threw everything out all at once.
Agree. I have no issue with the Hawaii Resident type programs. But Southwest not only is becoming like every other airline… they seem to be making it more complicated. They went from being a favorite to now being ranked the same as the others.
I have been loyal to SW since they came to Hawaii. The free luggage will keep me as a customer, and has made for many happy holidays with my grandkids 😉
Not surprised at all. Every airline eventually goes down the complicated path. Just sad it had to be Southwest next. What was an easy choice is now anything but.
Wow, this feels like a big shift. I loved when Southwest came to Hawaii because it was simple. Now I’m wondering if I’ll have to start shopping flights more carefully again. I barely understand what’s going on.
As a long time Southwest loyalist with over 500,000 points, I am very disappointed in the brand. In my opinion they are now no different than any other carrier (maybe worse with the changes) and have lost my business.
Cool. Another “visitor” screw job — and now they literally stick it to tourists coming and going.
Is Josh Green on Southwest’s board of directors?
Do you not travel to other popular tourist places? Resident discounts is a pretty common thing. For example, Orlando Theme Parks have tons of discounts for FL residents.