Southwest Expands in California with Wine Country Flights from STS

(SANTA ROSA, CALIFORNIA) Southwest Airlines will launch new service from Charles M. Schulz – Sonoma County Airport in April 2026, adding the North Bay’s only commercial airport to its California network and bringing fresh competition after a turbulent summer for local flyers. The carrier confirmed the move on September 10, 2025, and opened ticket sales on September 11, 2025, with first flights scheduled for April 7, 2026. The expansion marks Southwest’s 14th airport in the state and answers months of demand after Avelo’s exit in August.

Southwest’s entrance matters for both price and choice. Sonoma County Airport sits in the heart of Wine Country and serves residents across the North Bay who’ve long faced long drives to San Francisco or Oakland for flights. By starting nonstops from Santa Rosa, Southwest gives families, small businesses, and tourism operators direct links to major hubs and leisure markets without a bridge crossing or urban traffic.

Airport leaders say they expect a lift in visitor numbers and local spending as access improves. This addition should reduce travel friction for locals and make the region more appealing to visitors year-round.

New routes and schedule

Southwest’s plan includes four new nonstop routes from Sonoma County Airport, all timed for the April launch and tailored to both leisure and business travelers:

• San Diego (SAN): Daily, with two roundtrips on peak days
• Las Vegas (LAS): Daily
• Burbank (BUR): Five days per week
• Denver (DEN): Saturdays only, at first

Tickets are on sale for all routes, and the schedule allows quick weekend getaways as well as weeklong stays. For North Bay residents with clients or family in Southern California, the BUR and SAN service reduces door-to-door travel times sharply. For visitors heading to Wine Country, LAS and DEN open one-stop connections from across the Southwest network.

According to analysis by VisaVerge.com, the mix of daily service and part-week flights suggests Southwest is testing demand while still offering enough frequency to build traveler habits. The two roundtrips on peak days to San Diego indicate the airline expects steady year‑round demand, not only summer peaks.

Economic and community impact

Local officials, including Sonoma County Supervisor James Gore and Airport Manager Jon Stout, welcomed the decision, highlighting benefits such as:

• Job growth at the airport and related services
• Higher hotel occupancy and more steady business for tour operators and wineries
• Lower average fares through added seats and increased fare sales, especially in shoulder seasons

With Avelo’s departure, many residents lost nonstop options and faced higher fares on remaining carriers. Southwest’s arrival should help restore competitive pricing and more schedule options.

The airport says its facilities can handle growth. Expect more passenger traffic and better use of existing amenities, including:

• On-site parking
• EV charging stations
• Several dining spots

Convenient ground transport links will matter as flights ramp up, especially during harvest season when visitor flows spike. As the region’s sole provider of scheduled air service, this airport’s additions carry outsized weight for the North Bay compared with larger metro areas that have multiple airports.

Southwest’s move also supports local exporters and suppliers across Sonoma, Marin, and Napa counties. Route benefits include:

• Denver: Faster Rocky Mountain business ties
• Las Vegas: Links to trade shows and service vendors
• Burbank: Media and tech connections in the San Fernando Valley
• San Diego: Access to life sciences and defense sectors

These are not just leisure routes; they act as economic arteries for regional commerce.

Corporate backdrop and traveler costs

Southwest’s expansion comes amid company restructuring. The carrier reduced its corporate workforce by about 15% — roughly 1,750 jobs — and made airport cuts to lower costs. It also ended its long-running free two-checked-bag policy, a change that will affect trip budgets.

Key traveler cost notes:

• Families and small businesses should factor baggage fees into total trip cost when comparing fares.
• While base prices may look low, checked-bag fees can change the economics, especially on longer stays to Wine Country that often involve extra gear.

Even with new fees, Southwest will leverage its recognizable service style and large California loyalty base to fill seats. That should help early load factors while the airline builds awareness in Sonoma County.

Travelers should also note enhanced U.S. ID rules for boarding. Starting in 2025 and into 2026, many state-issued IDs must meet federal standards to be used at airport security. Check the Department of Homeland Security’s REAL ID page before your trip: https://www.dhs.gov/real-id.

International visitors connecting to Santa Rosa should keep valid travel documents, since screening rules apply at the first U.S. entry point before any domestic connection.

Booking is straightforward. Southwest opened sales on September 11, 2025, through Southwest.com and standard channels. Tips for booking:

1. Book early for the widest choice of departure times and lower fares on new routes.
2. Set price alerts if your dates are flexible.
3. Watch holidays and school breaks, when demand surges.

What this means for international and immigrant communities

New nonstops make travel easier for immigrant families and international visitors across the North Bay:

• Easier attendance at family events and access to medical care in Southern California
• Simplified final legs to Wine Country after clearing U.S. entry at a hub (useful for visitors on visas or visa waivers)
• Steadier links for tour operators serving guests from Canada 🇨🇦 and the United States 🇺🇸, supporting year-round jobs rather than just seasonal work

Students and seasonal workers often rely on tight connection windows. Daily service to Las Vegas and San Diego provides backup options if delays occur. Burbank’s five-day service helps travelers avoid long transfers across Los Angeles from larger airports.

Practical travel tips:

• Build extra time for ground transfers in Sonoma County on weekends; winery-country roads can be busy.
• If you travel with wine, check updated baggage fees and weight limits before returning home — Southwest’s policy change makes carrying bottles pricier than before.

Looking ahead, analysts expect potential growth if load factors and on-time performance are strong. The Saturday-only Denver service could expand as the carrier gauges demand. The airport may pursue additional gates or terminal tweaks if crowds rise, but officials say current space can handle early growth.

Corporate leadership and wider network moves

Southwest leadership framed the expansion as a vote of confidence in California and the North Bay. Key executives mentioned include:

• COO Andrew Watterson
• CEO Bob Jordan

The Sonoma County launch also aligns with Southwest’s 2026 push into new markets such as St. Thomas, Knoxville, and St. Maarten. If Sonoma County performs well, more West Coast links could follow.

Contacts and practical resources

Key contacts for travelers and local businesses:

• Jon Stout, Airport Manager — [email protected], (707) 565-7243
• Dan Virkstis, Communications Specialist — [email protected], (707) 565-3040

Resources:

• Airport website — lists parking, ground transport, and amenity details
• Southwest’s site — shows schedules and fare classes

Important dates and summary: Southwest opened sales on September 11, 2025, and the new service begins April 7, 2026. Sonoma County will gain daily links to San Diego and Las Vegas, five-day service to Burbank, and a Saturday flight to Denver. After a year of cutbacks and higher travel stress, the return of choice — and the promise of stable nonstops — is welcome news across the North Bay.