Key Takeaways
• Southwest offers up to 30% discounts on select flights booked by May 1, 2025, with promo code SUMMER30.
• Bag fees begin May 28, 2025, ending the free checked bags policy for most fare types.
• New fare bundles and assigned seating with premium options launch starting the third quarter of 2025.
Southwest Airlines Sets Out New Sales Strategy With Big Flight Discounts, New Fare Options, and Revenue Changes
Southwest Airlines 🇺🇸 has rolled out a new sales strategy, giving travelers a chance for major savings while also steering the company in a new direction. With discounts of up to 30% on select flights through October 2025, Southwest aims to keep customers flying during a time when demand is changing and the company is facing new economic challenges. Along with slashing ticket prices for some travelers, Southwest is making bigger changes behind the scenes—introducing bag fees, changing its loyalty points, adding basic tickets, and planning new ways to buy seats. Here’s a closer look at the details, what they mean for travelers, and how these moves fit into a wider plan for the company’s future.
Up to 30% Flight Discounts as Part of New Promotion
Starting now, Southwest Airlines is offering up to 30% off fares on many flights around the United States 🇺🇸—and even on select routes to Hawaii 🇺🇸, Puerto Rico 🇵🇷, and international destinations. This deal is part of a time-limited promotion, and travelers need to book flights by May 1, 2025, to get these savings. Here’s how it works:
- Discount Code: “SUMMER30” must be used when booking.
- Travel Dates: Savings apply to flights inside the continental United States between May 20 and October 2, 2025. For flights to Hawaii, Puerto Rico, and international locations, the discount is available from August 17 to October 3, 2025.
- Booking Rules: The 30% discount applies only to the fare itself. Government taxes and fees are added after the discount. There’s also a 21-day advance purchase requirement, so last-minute travelers won’t see the same deals.
This promotion comes as Southwest Airlines tries to boost sales during the rest of the year—especially when fewer people are flying for leisure.
Why the New Sales Strategy?
Southwest Airlines is not just cutting prices for fun. The company saw lower demand for leisure travel, with fewer people booking flights for vacations or visits. Even though Southwest posted $6.4 billion in operating revenue during the first quarter of 2025—which is a lot—it still reported a $149 million net loss for the quarter. This loss was much larger than the $36 million net loss during the same time in 2024. These numbers show that just having lots of flights and tickets sold doesn’t always mean making a profit, especially as costs go up and demand drops.
Southwest’s sales strategy, which includes big discounts, is meant to get more seats filled and bring in more money. The discount promotion is only one piece of a much larger plan the airline is putting into place to handle tough economic times and changing traveler behavior.
More Than Just Sales: A Bigger Plan to Drive Revenue
Beyond short-term ticket discounts, Southwest has rolled out several changes designed to bring in more money and control costs. Some of these changes are already live, while others are coming soon. As reported by VisaVerge.com, these steps mark one of the biggest periods of transformation for Southwest in many years.
Some of the major revenue changes and updates are:
- Bag Fees: Starting May 28, 2025, most fare types on Southwest will include fees for checked baggage. In the past, Southwest was known for letting travelers check two bags for free. This shift means travelers will need to pay extra for bags on most tickets, similar to what they see on other airlines.
- Updated Loyalty Program: The airline’s Rapid Rewards loyalty program will also see changes. Travelers booking Business Select fares will earn more loyalty points than before. On the other hand, those choosing the cheapest fares—Wanna Get Away and Wanna Get Away Plus—will earn fewer points. This rewards business travelers while reducing perks for those looking only for the lowest price.
- New Basic Fare Option: Soon, travelers will be able to choose a “basic” fare, which is expected to offer the lowest price in exchange for fewer benefits. This helps Southwest compete with other airlines that already offer bare-bones ticket options.
- Variable Redemption Based on Demand: The airline will tie the number of points needed for a free flight to demand levels, so popular flights may require more points than less busy ones.
Adjusting Flying Schedules to Match Demand
Along with price changes and new fees, Southwest Airlines is slowing its plans to grow the number of flights it offers. Originally, the company planned to expand capacity (the number of seats flown) by 1-2% in 2025. Now it expects to grow only about 1%. This more careful approach helps keep costs under control and makes sure planes fly as full as possible, protecting the company’s bottom line during weak travel periods.
Upcoming Service Upgrades to Attract New Travelers
Southwest is not only focusing on cutting costs and raising revenue—it’s planning new perks and updated service to attract more passengers, including business travelers and those willing to pay more for comfort. In the coming months, Southwest plans to:
- Launch assigned seating with a premium, extra-legroom section by the first quarter of 2026. Travelers can start buying these premium seats in the third quarter of 2025.
- Release four new fare bundles in the third quarter of 2025: “choice extra,” “choice preferred,” “choice,” and “basic.” Each bundle will offer different mixes of perks and price points.
- Introduce the “choice extra” bundle, which will include early boarding, two free checked bags, roomier seats, and free internet, making it the top-tier option.
These service upgrades aim to keep loyal customers happy while attracting new ones who want a more comfortable flying experience or extra flexibility.
How Will These Changes Affect Different Travelers?
Every traveler will feel the effects of Southwest’s new sales strategy and service changes in different ways:
- Leisure Travelers: Those booking trips for vacations or family visits will see more choices, from basic no-frills tickets to premium options. Travelers willing to book early and use the promo code can save a lot, but they’ll need to watch out for bag fees and read the new fare rules carefully.
- Business Travelers: The focus on premium seating, more loyalty points for Business Select fares, and flexible fare bundles may make Southwest more appealing for business travelers who want good value but are willing to pay for extras.
- Frequent Flyers: People who fly Southwest often will need to learn the new bag fee rules and loyalty points structure. Earning fewer points for the cheapest tickets may push some to pay more for higher fares.
- International and Long-Distance Flyers: Discounted routes to Hawaii, Puerto Rico, and international destinations provide new ways for travelers to save money, but these deals are only available for a few months and only if booked by the deadline.
How Does Southwest’s Sales Strategy Compare With Other Airlines?
For years, Southwest Airlines has stood out by offering free checked bags and focusing on low fares with no hidden fees. With these new changes, it’s moving closer to the model used by other big carriers, which often charge bag fees, offer various ticket tiers, and use special deals or discounts to fill seats during slow times.
- Bag Fees: Adding checked bag fees puts Southwest in line with most other airlines in the United States 🇺🇸. While this will help raise revenue, it marks a shift from one of the airline’s best-known benefits.
- Loyalty Points and Fare Bundles: Other airlines have long tied loyalty points and perks to fare type. Now, Southwest is joining this trend, meaning travelers must pay attention to which fare is best for their needs.
- Discount Promotions: Large airlines often roll out limited-time sales or use promo codes. By offering up to 30% off and targeting certain months and routes, Southwest hopes to stay competitive and keep its planes full.
Impact on the Airline Industry
As Southwest changes its approach, the whole airline industry may feel the effect. Other carriers will watch closely to see if Southwest’s discount sales and new fees help it turn losses into profits. Some airlines might copy these changes, especially the fare bundles and targeted sales strategy, while others may try to compete with even more aggressive discounts or new perks.
There’s also a chance these shifts could confuse travelers. With new bag fees, more ticket types, and different loyalty rules, travelers will need to compare airlines more carefully than ever before.
Why Is Timing Important?
Southwest’s discount promotion ties directly to when fewer people travel for vacations—late summer through early fall and spring. This timing lets the airline fill more seats when normal demand drops. By putting an early May deadline on bookings for discounted flights, Southwest also encourages travelers to act quickly, locking in sales well before the travel dates.
Booking Now? What Travelers Should Know
If you want to book a trip with Southwest Airlines and make the most of these discounts, keep these tips in mind:
- Book early, before May 1, 2025, to get the best price on select routes and dates.
- Use the promo code “SUMMER30” when booking online.
- Plan to fly between May 20 and October 2, 2025, within the continental United States; for Hawaii, Puerto Rico, or international, pick dates between August 17 and October 3, 2025.
- Check baggage policies for your fare, since most travelers will pay extra for checked bags after May 28, 2025.
- Review fare bundle choices to get the right mix of price and perks for your needs.
You can visit the official Southwest Airlines Sales and Promotions page to see the latest deals, fare rules, and booking details.
Long-Term Outlook: Will These Moves Help Southwest?
Southwest Airlines is betting that a mix of big discounts, new ticket types, bag fees, and more service options will help it get back in the black after a rough start to 2025. The company’s sales strategy tries to balance budget options with premium service, aiming to win both deal hunters and customers willing to pay for more comfort or perks.
If these changes bring in more sales and keep airplanes full, Southwest may return to profitable growth. If customers are turned off by bag fees or get confused by new bundle choices, the company may need to adjust its strategy again.
Whether you fly for business, leisure, or just to visit family, the latest offers from Southwest Airlines give you new ways to save and customize your trip—but they also mean it’s more important than ever to read the fine print.
Final Thoughts
Southwest Airlines is facing a changing world, where costs keep going up and fewer people are flying for fun or work. Its latest sales strategy, including up to 30% off select flights, is just one part of a much bigger plan to keep the company strong in 2025 and beyond. As the airline rolls out new ticket bundles, adds bag fees, and updates loyalty perks, its customers will need to make more choices and pay closer attention to what works best for them.
If you want to learn more about these changes or book your next discounted trip, visit the official Southwest Airlines website for the most up-to-date information about fares, promotions, and customer enhancements. For further analysis and ongoing updates on Southwest’s new strategy and how it could affect your travel plans, keep an eye on coverage from VisaVerge.com.
Learn Today
Fare Bundle → A collection of ticket options offering different combinations of prices and benefits, like extra legroom or free checked bags.
Loyalty Program → A system rewarding frequent flyers with points or perks for flying often and spending more with the airline.
Basic Fare → A low-cost ticket providing minimal benefits, usually excluding perks like seat selection and flexibility for changes.
Rapid Rewards → Southwest Airlines’ loyalty points program, allowing travelers to earn and redeem points for flights or upgrades.
Variable Redemption → A rewards system where the number of points needed for a flight changes based on demand and seat availability.
This Article in a Nutshell
Southwest Airlines is reinventing its business with up to 30% flight discounts, new bag fees starting May 28, 2025, and flexible fare bundles. The airline will add basic fares, update loyalty rewards, and introduce premium seating, aiming to boost sales and adapt to changing traveler demands through October 2025.
— By VisaVerge.com
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