ARLINGTON, Texas — Southwest Airlines is exploring options to enhance its offerings, including the introduction of airport lounges, upgraded seating, and even the potential for long-haul international flights, according to CEO Bob Jordan, who spoke on Wednesday during an airport industry conference.
During an interview with Finance Newso, Jordan emphasized, “Whatever customers need in 2025, 2030, we won’t take any of that off the table. We’ll do it the Southwest way but we’re not going to say ‘We would never do that.’” He acknowledged that customers often turn to competitor airlines for amenities like lounge access and long-haul travel that Southwest currently does not provide.
As the airline navigates a significant transformation, Southwest has begun to reverse certain longstanding policies, such as open seating and the company’s distinct uniform cabin environment. The airline has also altered its baggage policy to allow all customers to check two bags for free, a move that diverges from its previous practices.
In face of increasing competition and pressure from an activist investor to boost revenue, Southwest, along with other airlines, has retracted its 2025 forecasts this year due to economic uncertainties. Jordan noted that the trend of falling airfares continues, stating, “The summer is generally never on sale, and the summer is heavily on sale right now.”
Despite the recent shifts, including the introduction of basic economy tickets with bag fees, Jordan has reported that the carrier has not seen a decline in customer loyalty to other airlines.
However, he underscored the need for improvements at the higher end of service offerings as well.
Airline competitors such as Delta Air Lines, United Airlines, and American Airlines have enhanced their services by adding more luxurious destinations, premium seating options, and significantly investing in airport lounge facilities. For instance, on the same day, American Airlines revealed plans to significantly expand its lounge area at Miami International Airport.
Jordan pointed out that it is still premature to announce specific changes, but highlighted Nashville International Airport as a key market where customers are seeking more upscale travel options. “Nashville loves us, and we know we have Nashville customers that want lounges. They want first class. They want to get to Europe and they’re going to Europe,” he stated.
He also noted that failing to meet these customers’ desires could result in them opting for competitor airlines, which in turn may lead them to consider those airlines’ co-branded credit cards.
“I want to send fewer and fewer customers to another airline,” Jordan remarked.
The CEO also indicated that it remains uncertain whether Southwest will invest in longer-haul aircraft capable of servicing European routes, highlighting the airline’s long-standing reliance on the Boeing 737. While Southwest has established international partnerships with airlines like Icelandair and China Airlines, Jordan mentioned that a future where the airline operates flights to Europe is a possibility worth considering.
“No commitment, but you can certainly see a day when we are as Southwest Airlines serving long-haul destinations like Europe,” he noted, adding that different aircraft would be necessary for such operations.
In the immediate future, Southwest is awaiting deliveries of Boeing 737 Max 7 aircraft, which have yet to receive certification from the Federal Aviation Administration. Jordan confirmed that while the manufacturer has made strides in ensuring more consistent deliveries, the airline does not anticipate operating the Max 7 until 2026.
