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Southwest Ends Free Bag Policy as Frontier Launches Competing Promotion

Southwest Airlines faces backlash over its decision to charge for checked bags, while Frontier Airlines offers free baggage perks to attract discontented customers.

Colorado Avalanche goalie Scott Wedgewood, center, helps unload baggage from a Southwest Airlines plane at Denver International Airport on February 27, 2025. The airline will no longer permit free baggage for standard travelers beginning later this year.
Starting this week, budget carrier Frontier Airline is offering a promotion that includes free checked bags, in response to recent policy shifts by Southwest Airlines.
FILE: Flights from Southwest Airlines and Frontier Airlines at Denver International Airport in December 2006.
A traveller prepares to use a kiosk to check in for a flight on Frontier Airlines in Denver in 2024.

Overview

  • Southwest Airlines will end its long-standing 'two bags fly free' policy starting May 28, 2025, citing revenue growth and alignment with competitors.
  • The new Southwest policy allows free checked bags only for elite loyalty members, Business Select passengers, and certain credit card holders.
  • Frontier Airlines launched a promotion offering free checked bags, carry-ons, seat selection, and flight changes for nonstop flights booked by March 24, 2025, for travel through August 18, 2025.
  • Frontier CEO Barry Biffle hinted that the promotion could become permanent if customer response is strong, positioning the airline as a traveler-friendly alternative.
  • Southwest's decision, influenced by investor pressure, has drawn criticism from loyal customers, with some considering switching to competitors like Frontier.