While the firm calls it “Transfarency,” which is a cringe-worthy phrase coined in a marketing lab, the concept behind it is rather wonderful.
Transfarency: Philosophy in which Customers are treated honestly and fairly, and low fares actually stay low — no unexpected bag fees, change fees, or hidden fees.
Essentially, Southwest Airlines (LUV) is promising not to utilize the gimmicks that competitors like JetBlue, American, United, and Delta do, where some tickets come without the essential amenities you’d expect from a full-fare carrier.
JetBlue, for example, charges for checked baggage, although American, United, and Delta all provide different pricing classes.
If you purchase an economy or basic economy ticket (terms vary by airline), your ticket may not include a seat assignment or allow you to bring a carry-on bag without paying an additional fee.
That never occurs on Southwest, and the airline has stayed dedicated to that principle even as competitors have discovered innovative methods to provide cheaper upfront fares while charging passengers more later.
Southwest has now taken steps to improve its free baggage policy by providing travelers with additional peace of mind.