Southwest Airlines Lost Its Identity—And That’s a Lesson for Us All

They were once fun, different, and worth going out of my way for. Now, they’re just another airline—proving that losing what makes you special is the fastest way to become forgettable.

I usually like to focus on positive stories celebrating what works, what inspires, and what makes a brand or experience special. But every now and then, something happens that’s more disappointing than anything else. This is one of those stories.

I used to go out of my way for Southwest Airlines. Literally. I chose the further airport from my house just to fly with them out of Houston’s Hobby Airport. Why? Because Southwest wasn’t just an airline—it was an experience. They had an open seating policy that felt like a game, two free checked bags when everyone else was nickel-and-diming, and they operated out of smaller airports that made travel feel more efficient and hassle-free. On top of that, they were usually the most competitive on price.

But that Southwest? It doesn’t exist anymore.

The Southwest That Was

Southwest Airlines built its reputation on being fun, innovative, and different. Open seating made flying feel like a casual, first-come-first-serve adventure. The two free checked bags meant travelers didn’t have to stress about extra costs. Their choice of smaller airports often led to quicker and smoother travel experiences. And best of all, they were typically one of the most affordable options.

For years, they stood apart from the pack. They weren’t just another airline; they were Southwest. And that meant something.

The Southwest That Is

Recently, Southwest announced two major changes that completely erase what made them special: they are moving to assigned seating and will start charging for checked bags on May 28. These were two of their biggest selling points, the things that made them different. Without them, they’re just like every other airline.

Now, when I book a flight, I have no reason to go out of my way for Southwest. No reason to drive to Hobby. No reason to pick them over another carrier. They’ve lost the unique identity that once set them apart.

And to make matters worse, their new baggage fee policy is unnecessarily complicated. Preferred members of their loyalty program and customers who buy "Business Select" fares can still check two bags for free, while other members of the loyalty program get one free checked bag. Additionally, customers with Southwest's loyalty program credit card will receive a credit for one checked bag. So now, instead of the simple and straightforward free bags for everyone, passengers have to navigate a tiered system to see what they qualify for. It’s just more hoops to jump through.

The Illusion of Short-Term Gains

Sure, Southwest will see an immediate boost in revenue from baggage fees. That’s probably what they’re banking on—making shareholders happy by showing they’re trying something new. But at what cost?

Whatever extra money they make from charging for bags will likely be offset by loyal customers like me choosing to fly elsewhere. In the long run, it’s probably going to be a wash—or even a net loss. But I guess they’ll evaluate it later. Who knows?

They didn’t just introduce a new fee; they signaled to travelers that they’re no longer the airline they used to be. The goodwill and brand loyalty they spent decades building? Gone in an instant.

Was it really worth it?

The Lesson for Creatives and Entrepreneurs

Your identity is everything. People don’t just buy your product or service; they buy into what makes you you. Lose that, and you become replaceable.

Think about your favorite bands, artists, or brands. The ones that last are the ones that stay true to what made them great in the first place. Sure, they might adapt and refine their approach, but they don’t abandon the soul of what made people fall in love with them.

If you’re building something—a business, a creative career, a brand—don’t lose sight of what makes you unique. Trends change. Markets shift. But the thing that sets you apart? That’s your foundation. Protect it.

At the end of the day, change is inevitable, but staying true to what makes you great is a choice. Southwest made theirs, and I’ll make mine. Moving forward, I’ll choose to celebrate the brands, businesses, and experiences that still value what makes them special.

Because EVERY day is a celebration—and there are plenty of other ways to enjoy the journey.

Astro Joe Garcia

You’ve Lost That Loving Feeling - Hall and Oates

You’ve Lost That Lovin’ Feelin (Hall & Oates Version) is the perfect soundtrack for this story. The song is all about something that was once exciting, full of energy, and deeply loved—only to slowly fade into something unrecognizable. Just like Southwest Airlines, it once had that magic, that spark that set it apart, but now it’s just another airline in the crowd. And while the original Righteous Brothers version is iconic, I’m rolling with Hall & Oates’ rendition for an extra layer of irony. After all, even Hall and Oates—one of the most legendary duos in music—had their own dramatic falling out, proving that even the best partnerships and beloved things can break down when they lose what made them special. Whether it’s a great airline or a great band, once you stop being who you are, the magic disappears.