Rival Airline Targets Southwest Customers After Free Bags Decision

Just a few weeks ago Southwest Airlines announced its decades-old "two bags fly free" policy for checked luggage is coming to an end on May 28.

"For reservations booked and ticketed or changed on or after May 28, 2025, checked baggage fees will apply. We will offer two free checked bags to our Rapid Rewards A-List Preferred Members and Business Select Customers, and one free checked bag to A-List Members and other select Customers. Southwest will credit the first checked bag for Rapid Rewards Credit Cardmembers," the airline said in a statement.

One airline is attempting to cash in on Southwest's decision that could have travelers looking elsewhere. Delta announced a promotion directly targeting Southwest A-List and A-List Preferred Members, offering a "higher Medallion Status when they successfully enroll in the Medallion Status Match Challenge."

"The Medallion Status Match Challenge is a program designed to give you the opportunity to switch your airline loyalty to Delta. If you currently have elite status with another airline, we will give you the equivalent Medallion Status for 90 days — complimentary. Plus, you’ll have the opportunity to extend your complimentary status past 90 days if you successfully complete the challenge," the promotional page for Delta announced.

The promotion from Delta came just a few days before Fitch Ratings offered a warning for Southwest.

It warned “Southwest may shift to a less conservative capital allocation and financial policy, while ongoing strategic changes have the potential to impact its competitive position relative to network carriers.

“Items aimed at improving profitability such as the introduction of bag fees and expiring flight credits risk eroding Southwest’s competitive strengths relative to peers,” Fitch said.

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