Southwest Airlines Considers Lounges, Premium Seats, and Long-Haul Flights

Southwest Airlines is signaling a potential shift in its long-standing business model as it explores new premium offerings to retain high-spending travelers. CEO Bob Jordan said the airline is open to introducing airport lounges, premium seating, and even long-haul international flights in the future.

In an interview during an airport industry conference, Jordan acknowledged that while Southwest has traditionally operated with open seating, a single-class cabin, and free checked bags, evolving customer expectations are pushing the Dallas-based carrier to reevaluate. “We won’t take anything off the table,” he said, suggesting flexibility as Southwest looks toward 2025 and beyond.

Jordan specifically pointed to cities like Nashville—where Southwest holds over 50% market share—as markets with strong demand for elevated travel experiences, including lounge access and European routes. He noted that while no final decisions have been made, customer interest is influencing discussions about premium travel options.

The move comes as airfare prices drop and economic uncertainty pressures airlines to generate new revenue. Southwest recently rolled out basic economy fares and began charging for some checked bags—aligning with industry trends. But to compete with legacy carriers like Delta, United, and American, all of which offer premium cabins and extensive lounge networks, Southwest may need to go further.

Southwest has relied solely on Boeing 737 aircraft for decades, but Jordan hinted that international expansion could eventually require larger, long-range aircraft. Although the airline has partnerships with Icelandair and China Airlines, a direct Southwest-operated European flight remains a possibility.

“We want to stop sending our customers to other airlines,” Jordan said.

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Sources: AirGuide Business airguide.info, bing.com, cnbc.com