Not
the end of cattle-car seating.
NOT the related offering premium seating with extra $$$.
NOT EVEN its first-ever layoffs.
Southwest instead announced yesterday that your bags, and mine, will no longer fly free, effective May 28.
That story repeats what was said last year, when Southworst was trying to fend off Elliott Investment Management:
As recently as Southwest’s investor day in late September, airline executives described the bags-fly-free as the most important feature in setting Southwest apart from rivals. All other leading U.S. airlines charge for checked luggage, and Wall Street has long argued that Southwest was leaving money behind.
The airline estimated in September that charging bag fees would bring in about $1.5 billion a year but cost the airline $1.8 billion in lost business from customers who chose to fly Southwest because of its generous baggage allowance.
Still true. Especially because, as I said yesterday on Shitter and Hucksterman? I'll immediately look at American flights out of DFW. Southworst may still be cheaper, but, it won't be where I start my searches. And, I suspect this is another shoe dropping, and maybe not the last, in last fall's cave-in to Elliott. Per that piece, we know now what Southworst chairman Gary Kelly's "significant new operational initiatives" that his PR flunkies mentioned at that time actually are.
Speaking of, beyond the "will no longer fly free" news story link, Southworst's news release on this looks like they've really been taken over by Elliott. If you're a high flyer, you do still get one or two bags flying free. Related? The Rapid Rewards system has been tilted toward higher-dollar business travelers. And, it admits that.
The one plus side, and only? Since they'll now be listing on Expedia, I can compare their prices at Love to American and anybody else at DFW without having to run two browser windows at once. (I checked, and per the release, they're already up. But, it's pre-May 28, so I don't know what their bag fees are yet.)
That said, from Southworst's corporate point of view, I think that's a minus. Let's say that its bag check fee is half of American and one-third of the real nutters, like Spirit, ValuJet and other crapper airlines that drive the Elliott philosophy. If you're still selling flights only on your own site, most buyers will soon enough recognize that these fees are relatively low, and won't be tempted to look elsewhere. But, instead? They, like me, will nose around on Expedia.
A possible plus? This lower-rate "Basic" fare, if it is indeed lower than the "Wanna Get Away" that's currently the bottom dollar. We'll find out on May 28. We'll also find out what sort of restrictions it has. They'll likely be plenty. Especially on more popular Southwest routes, weekends and holidays are likely to be blacked out, for example. It also, in addition to not being refundable, like Wanna Get Away, may not even have a credit for cancellation. In other words, when you book, you're stuck.
As for that cutoff date? I suspect that summer vacation flights will be booked heavily, for whenever they fly, before May 28. From the way I read the presser, it's the booking date that's the cutoff date, so if you have an August vacation? As long as you book before May 28, your bags still fly free on that trip.
The one other item that would have made this somewhat more palatable — flights to Canada — is still nowhere to be seen, either.
And, these changes would explain why Southwest has been hammering my email inbox recently.
Per the old metaphor, I suspect Herb Kelleher is rolling over in his grave. If he were alive, I think he would have taken Elliott's head vulture capitalist, David Singer, out in a back alley, given him a joking noogie first, then kicked his ass.
Update: Southwest has had other, lesser, issues in recent years that have not totally floated my boat. One is flying to Southern California. They used to run more flights through Ontario (San Bernardino). If I wanted to go either east to Joshua Tree, or north to Death Valley, this was much more convenient than any other airport. Theoretically, Burbank would have been better for going northwest to Sequoia and Yosemite, the coast, etc., but that's a tiny airport.
Today? Southwest barely flies to Ontario.