In a shocking turn of events, Southwest Airlines is rolling out checked bag fees starting at $35, as they join the ranks of other airlines in the high-stakes game of baggage roulette.

Starting May 28, travelers will need to dig deeper into their pockets for their luggage, with Southwest's new fee structure mirroring industry standards set by competitors. This marks a significant shift for the airline, known for its free checked bags, as it aims to boost profits amidst growing pressure from investors and a changing flight landscape. Meanwhile, frequent flyers and those with specific fare types can still enjoy the luxury of extra luggage at no additional cost—talk about a baggage privilege!

For the uninitiated, the updated fee structure dictates that the first checked bag will cost $35, while the second bag will set you back an additional $45. Travelers hoping to avoid a financial air pocket can breathe a sigh of relief if they booked their tickets prior to May 28; they will retain the benefit of two free checked bags, as long as they can remember the date they booked. Because who doesn’t have that on the tip of their tongue?

This new fee isn't just a random whim dreamed up by airline executives with a devious sense of humor. Rather, it represents a significant revenue stream for Southwest Airlines, which has already raked in $83 million in bag fees in 2024 alone. This marks a noteworthy first step towards monetizing something they historically offered for free, like giving away a yard of candy only to start charging for the sour ones. After all, who would ever want to miss the opportunity to pay for what used to be included?

Of course, not everyone will be left scrounging for loose change under their couch cushions. Certain groups, including A-List tier members of the Rapid Rewards program, credit card holders, and travelers with business fare tickets, will still enjoy complimentary luggage. This probably ensures that businessfolk can lug around their expensive suits without worrying about the consequential bag fee—because one can’t make important deals while holding a duffel bag filled with spreadsheets and snack supplies.

This fee introduction aligns Southwest with other airlines like Delta, American, and United, which have all long embraced the idea of charging for checked bags. It seems even the most free-spirited airlines can succumb to the subtle peer pressure of profit margins. After years of being the outlier on this front, Southwest has now decided that they will conform to the collective madness like a student who finally succumbs to group think and swipes left on the environmentally-friendly option.

The shift comes amidst increasing pressure to improve profitability, especially given the $1.9 billion stake acquired by activist investor Elliott Investment Management. Apparently, when investors start flashing that kind of cash, airlines listen—likely while trying to calculate how many bags they can charge for under the banner of necessity. Surely this means more than just rummaging through overhead compartments; it indicates a broader strategy to keep their business afloat amidst a sea of competitive pressures.

In conjunction with the baggage fee rollout, Southwest is also changing its ticket sales methods, diversifying by selling its flights on third-party platforms like Expedia. With this new strategy, they hope to attract a wider audience, provided that passengers are willing to compare and consider if they’d prefer paying an extra fee rather than lugging their emotional baggage onto the flight, because everyone knows that baggage can be heavy in more ways than one.

Adding to this tapestry of change is the introduction of a new 'basic economy' fare that will replace their popular 'Wanna Get Away' option. Traveling has become a game of who can shed the most services in exchange for cheaper tickets—a performance art in which everyone loses something (like their sanity) while gaining nothing tangible. Meanwhile, those who thought they were savvy for opting for Southwest's low-priced tickets will find themselves with even more restrictions in a world that feels increasingly fine-printed. Because who wouldn't want to enjoy the thrill of reading terms and conditions while waiting in line at baggage claim?

As the airlines continue to redefine what it means to travel ‘light,’ one can’t help but wonder how long it will be before we start seeing fees for other essentials. Air? Water? Perhaps a surcharge for asking the flight attendant for a pillow—or worse, a blanket? One thing is for sure: prepare your wallets, pack your bags, and remember the golden rule: always check your flight details. It might just save you some serious cash—or at the very least, a trip down memory lane by reminiscing about the good old days of luggage travel.