#Servicequality

Southwest Airlines recently ended its long-standing “bags fly free” promise, introducing $35 and $45 fees for checked bags. The move, effective immediately, aims to boost revenue by about $1–1.5 billion but could cost the airline as much as $1.8 billion in market share losses. In short, the policy change may deliver a short-term gain at a potentially steep long-term cost, according to an analysis by Forbes.

This issue resonates beyond airlines. It highlights how businesses must balance immediate financial pressures with the trust and fairness that underpin customer loyalty. Southwest built its identity on hassle-free travel and clear pricing, and the abrupt shift challenges that image.