Southwest Mulls New Fees to Generate Revenue Without Alienating Passengers

Stephen M. Keller / Southwest Airlines

A Southwest customer speaks with an agent at Houston Hobby Airport. Southwest has levied few ancillary fees so it can keep passengers happy, but that may change. Stephen M. Keller / Southwest Airlines

Skift Take: Southwest is much more protective of its brand than the average business, and that has served the company well. But publicly traded corporations need to keep shareholders happy, and shareholders want to see revenue growth. Southwest should be able to balance that with customer preferences.

— Brian Sumers

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