WALMART customers are racing to buy a sleek luggage set ahead of major changes at Southwest Airlines that could cost travelers big at the airport.
Starting May 28, the airlines will begin charging passengers for their first and second checked bags, ending a decades-long free baggage policy.
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The Dallas-based carrier revealed the move in March, months after announcing a shake-up to its seating system.
To fit the rule, Walmart shoppers are scrambling to get their hands on a pink IMIOMO set, which includes a 20-inch carry-on bag, travel bag, and toiletry bag.
This set is airline-approved and designed to fit strict cabin limits.
It’s already hit with customers planning ahead for summer trips, with many saying it fits easily into overhead bins on both domestic and international flights.
The carry-on meets the 22 x 14 x 9-inch requirements, which is perfect for avoiding the checked bag fees Southwest will begin charging next month.
The change marks the end of the airline’s decades-old “bags fly free” policy, which had been a cornerstone of its brand.
Southwest confirmed last month that the first and second checked bags will no longer be free for most travelers.
SOUTHWEST POLICY CHANGE
Loyalty members, credit card holders, and business fare passengers will still get their bags checked for free, Southwest said.
The move comes after Southwest started selling flights through third-party sites like Kayak and Google Flights, where customers favored price over perks, reported CNN.
CEO Bob Jordan, in a statement, mentioned that the changes were necessary to compete and drive profitability.
“We have tremendous opportunity to meet current and future customer needs,” Jordan stated.
The airline has previously stood apart from competitors like Delta, American, and United – all of which charge for checked luggage.
LEADERSHIP PUSH
Jordan had insisted last year that the free bag policy was not under consideration, since it was a top reason people flew with Southwest.
He also acknowledged that charging for bags can slow down boarding as passengers scramble for overhead space.
Southwest’s recent changes
- Baggage fees introduced – For the first time in over 50 years, Southwest will start charging passengers for checked bags. This applies to tickets purchased on or after May 28, except for top-tier fare classes, certain credit card holders, and elite frequent flyers.
- New economy fare – Southwest will launch a basic economy fare, similar to competitors, offering lower-priced tickets with fewer perks.
- Rapid Rewards changes – Frequent flyer miles will now be based on how much customers spend, rather than the number of flights taken. Flight redemption rates will also shift to a dynamic pricing model, meaning they’ll cost more during peak times.
- Flight credit expiry – Flight credits for tickets purchased after May 28 will expire after one year, or sooner, depending on the ticket type.
- Layoffs and cost cuts – Southwest recently announced its first mass layoffs, cutting 1,750 corporate jobs, about 15% of its headquarters staff, to reduce costs.
- End of open seating – In July 2024, Southwest announced plans to ditch its open seating policy, a core part of its brand for over 50 years, and move to assigned seating with premium options for extra legroom.
- Executive shakeups – The airline parted ways with its chief transformation officer Ryan Green, who warned against baggage fees. It also replaced its long-time finance chief and chief administrative officer earlier this year.
- Route and program cuts – Southwest has cut unprofitable routes, summer internships, and employee team-building events, long-standing traditions the airline held for decades.
Source: CNBC
But his stance shifted after new leadership hires and mounting pressure to boost revenue.
“These initiatives are new to Southwest, but they are not new to the industry,” Jordan told investors.
The airlines hasn’t yet revealed how much the new fees will be, but the impact is expected to be massive.
Even with its free bag policy, Southwest collected $73 million in baggage fees in 2023 and another $62 million in 2024, according to Department of Transportation statistics.
American Airlines earned $1.4 billion last year from baggage alone, while United brought in $1.2 billion and Delta $985 million.
Edward Jones analyst Jeff Windau said that as long as Southwest keeps fares competitive, it’s unlikely to see a major loss of customers.
Delta and United executives said the policy reversal could push former Southwest loyalists to try other carriers.
The change follows a series of overhauls at Southwest, triggered by a $1.9 billion stake taken by Elliott Investment Management last year.
The airline has already announced red-eye flights, assigned seating, premium seat options, and new basic economy fares with more restrictions.
It also began listing flights on Expedia for the first time in its history, abandoning its long-standing direct-only booking strategy.
In April, it laid off 1,750 corporate employees, about 15% of its workforce, marking the first mass layoffs in its history.
Through all the upheaval, Walmart shoppers appear to have found a budget-friendly workaround.
The imiomo carry-on features 360° dual spinner wheels, TSA lock, cross straps, interior divider, and multiple compartments, all wrapped in a sleek, scratch-resistant shell.
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