Southwest Airlines has had a tumultuous year, eliminating several popular policies that set the airline apart from other airlines.
The airline announced it will no longer offer free checked bags to everyone, which has been a Southwest staple for decades. The airline also announced it would eliminate unassigned seats in favor of a more traditional approach.
While some passengers expressed outrage on social media about these and other changes, now the airline’s chief financial officer is sending a clear message. He is defending the changes.
Chief Financial Officer Tom Doxey made the comments Dec. 3 at the Skift Aviation Forum in Fort Worth, Texas.
according to Skift, Doxey defended the changes. He pointed to a key factor in Southwest’s ability to continue attracting passengers.
“We’ve grown to be the largest peer-to-peer network in the United States. That’s a huge differentiator,” Doxey said.
Skift Pointing out these changes is a challenge for airlines. “With no fees for the first two bags, Southwest has positioned itself as a maverick airline,” the website writes. “The airline’s marketing department now faces significant challenges as many of the airline’s unique attributes are lost.”
Southwest CEO Bob Jordan has previously said Southwest is defined by “hospitality and reliability.”
(Photo by Anna Moneymaker/Getty Images)
Doxey’s comments came after Southwest CEO Bob Jordan also doubled down on the changes. He has been promoting Southwest in a letter to passengers.
“As air travel returns to normal, our employees are eager to welcome you aboard and enjoy Southwest’s usual service, hospitality and reliability,” Jordan wrote. “Whether you’re traveling for business, reunited with loved ones or away on vacation, we’re here to make your journey smooth, safe and enjoyable.” “
The elimination of free checked bags was one of the airline’s most controversial moves. “For reservations booked, ticketed and/or voluntarily changed (including name updates or ticket changes) on or after May 28, 2025, a checked bag fee applies to Basic, Choice and Choice Preferred fares. Choice Extra fares, Rapid Rewards A-List members and Southwest Getaways customers receive two free checked bags,” the airline announced in a press release.
Another controversial change is the elimination of unassigned seats. “Assigned seating will be available on Southwest flights departing on or after January 27, 2026. Our new fares include new seat options: Standard, Preferred and Extra Legroom. You will be able to choose the seat and experience that best suits you before boarding,” Southwest wrote. “We will also update the boarding process. By assigning seats, we will move from the current A/B/C groups with numbered positions to a new boarding structure using Groups 1 through 8.”
Southwest Airlines announced, “Beginning March 17, 2025, we have changed the way we change redemption rates, taking into account demand for flights as well as several other factors. Flights with lower demand may have lower redemption rates than before, while flights with peak demand may have higher redemption rates than before. Certain flights will have the same or similar redemption rates as before.”
Related:
This article was originally published by Men’s Journal on December 4, 2025, and first appeared in the Travel section. Click here to add Men’s Diary as your go-to source.
