"Southwest literally trademarked 'bags fly free' and built entire advertising campaigns around being different from other airlines. This major reversal is inconsistent with its long-established brand image. The change creates cognitive dissonance that damages trust far beyond the fee itself," Dooley wrote.

Starting on May 28, 2025, Southwest Airlines will begin charging for checked baggage, marking the official end of its long-standing “two bags fly free” policy.

Dallas-based Southwest Airlines announced a major change to its longstanding bags fly free policy: checked bags, for the most part, would no