After 57 Years of Open Seating, Is Southwest Changing its Brand?
Jim Kingsley of Orange County (Calif.), who recently flew Southwest on a two-leg journey from Minneapolis to Los Angeles, likened the budget-friendly airline to In-N-Out Burger. Both brands are affordable, consistent and more simplistic compared with competitors, Kingsley said. “They’re not trying to offer all the things everybody else offers,” he said, “but they get the quality right and it’s a good value.” Change, however, is in the air. An even bigger draw of Southwest, according to Kingsley, is its policy of including two free checked bags per ticket. This perk often makes Southwest a better bargain, especially for longer trips or bigger groups, he said. The free bags are a big deal to customers, experts said, and contribute to the airline’s consumer-friendly brand. The airline hasn’t indicated any plan to change its bag policy. “Southwest has always had a really good, positive vibe,” said Alan Fyall, chair of Tourism Marketing at the University of Central Florida’s College of Hospitality. “It’s free bags, good prices and point-to-point routes. That’s what they stand for and that’s what people love about them.” Southwest’s change to assigned seating doesn’t mean it’s no longer a budget-friendly airline, Fyall said, but it does differentiate the carrier from the lowest-cost, lowest-amenity options such as Frontier and Spirit.
Los Angeles Times