In a significant update to its travel policies, Southwest Airlines in the U.S. recently rolled out changes to its baggage fees, alongside a strategic announcement that football fans will appreciate—expanded flights tailored for the upcoming football season. It came into its complete force on May 28th, 2025, when Southwest Airlines introduced its already planned new baggage fee policy. Those passengers booking or changing reservations from this day onwards would be presented with new rates for checked bags. The passengers will be charged $35 for a first checked item and $45 for a second item.

New Baggage Policy Details

However, Southwest Airlines has thoughtfully introduced exceptions to ease the transition for frequent travelers. Rapid Rewards A-List Preferred Members and Business Select Customers continue to enjoy two complimentary checked bags, while A-List Members and other select customers receive one free checked bag. Additionally, the first checked bag fee will be credited for Southwest Rapid Rewards Credit Cardmembers.

Despite some initial discontent among passengers, Southwest Airlines quickly followed up this change with another exciting announcement designed to delight sports fans and frequent flyers alike.

Expanded Flights for College Football Season

Southwest Airlines revealed plans to add a total of 59 special flights connecting key cities and major college football events. Highlighting the schedule, six additional flights are set to depart for Columbus, Ohio, from major Texan cities including Dallas, Austin, and Houston on August 29, returning to those cities on August 31. These flights coincide with the highly anticipated rematch between the University of Texas and Ohio State in the U.S.

Further enhancing regional connectivity, Southwest will introduce four unique flight routes from Oklahoma City’s Will Rogers International Airport. Football fans can now conveniently attend major matchups, such as Oklahoma State at Oregon on September 6, Michigan at Oklahoma on September 6, Auburn at Oklahoma on September 20, and Oklahoma at Alabama on November 15.

Historic Route for the HBCU Classic

In an unprecedented move, Southwest Airlines will connect Jackson, Mississippi, with Las Vegas for the first time ever. This unique route, set for October 25, coincides with the HBCU Classic, featuring a marquee matchup between Grambling State University and Jackson State University, expanding access for fans and alumni traveling to support their teams in the U.S..

Increased Flights for NFL Fans

Southwest Airlines didn’t stop with collegiate football. NFL enthusiasts also received good news as the airline announced 54 additional flights across 24 high-profile NFL games scheduled this fall. Included in this exciting lineup are seven newly established nonstop routes specifically timed for game weekends. These routes include connections between Buffalo and Atlanta, Buffalo and Charlotte, Kansas City and Jacksonville, Kansas City and Buffalo, Milwaukee and Cleveland, New Orleans and Buffalo, and Oakland and New Orleans.

Strategic Response to Customer Needs

These targeted flight additions underscore Southwest Airlines’ strategic response to customer demand, particularly from passionate sports fans traveling to see their favorite teams compete. The airline’s proactive adjustment not only alleviates some traveler frustration stemming from the new baggage policy but also emphasizes Southwest’s commitment to enhancing customer experience through thoughtful route expansions.

Continued Customer Engagement

Southwest Airlines’ timely announcement reflects an ongoing strategy to connect directly with customer interests and loyalty, particularly in regions where football commands a fervent following. By facilitating seamless and dedicated travel routes around key sports events. Southwest strengthens its brand presence among enthusiastic sports travelers.

Outlook and Travel Recommendations

Travelers planning to attend these exciting football matchups are encouraged to book early, considering the anticipated high demand for these specialized flights. Additionally, Southwest Airlines passengers in the U.S. should familiarize themselves with the new baggage fee policy and explore eligibility for fee waivers and benefits through various loyalty and membership programs.

By pairing its new baggage policies with appealing new flight options tailored specifically to the sports community, Southwest Airlines continues to strategically position itself within the competitive airline market, emphasizing customer satisfaction and tailored travel solutions.

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