The airline that just ranked No. 1 for customer satisfaction is already losing loyal fans
If you've flown in the last few years, you probably don't need any data to show you that air travel has been… a lot. But evidently it's not quite as bad as the vibes sometimes suggest: For the first time in years, U.S. flyers are actually feeling better about flying.
According to the newly released 2025 J.D. Power North America Airline Satisfaction Study, customer satisfaction is up — thanks to improvements in onboard service, aircraft quality, and digital tools that help travelers feel more in control.
And the airline that came out on top in the economy category is Southwest Airlines — a budget-friendly carrier known for open seating, free checked bags, and a loyal fan base that's long appreciated its no-nonsense policies. It's the fourth year in a row Southwest has nabbed the honor. (JetBlue ranked second and Delta third.)
But there's a big caveat: The data behind Southwest's No. 1 ranking reflects customer experiences before the airline announced a series of major policy changes — including new baggage fees, restrictions on same-day standby, and adjustments to its boarding procedure (beloved by some). In other words, the very things that helped Southwest win over customers are going away.
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In the low-cost carrier category, Southwest outperformed competitors like Frontier and Spirit by a wide margin. According to J.D. Power, passengers gave Southwest high scores for cost and fees, booking experience, onboard service, and flight crew friendliness.
What set the airline apart — even in the budget space — is what it didn't charge for: two free checked bags, no change fees, and the ability to cancel or rebook with minimal friction. Even the lack of assigned seating worked in Southwest's favor, thanks to its streamlined boarding process and transparency.
In recent months, however, Southwest has rolled out changes that could make it harder for the airline to hold onto its reputation for value and flexibility. Southwest has long stood out from the pack thanks to its famously generous policies: no change fees, no cancellation penalties, and perhaps most famously, two free checked bags for every passenger — a perk that's practically unheard of among major U.S. airlines. But that's changing for tickets booked after May 27, along with a host of other Southwest Airlines policy changes sure to be unpopular among travelers, including:
Checked baggage fees: Southwest is now charging for checked bags for most customers, with exceptions for Rapid Rewards A-List Preferred members, Business Select customers, A-List members, and some other select customers.
Assigned seating: Southwest is moving away from its long-standing open seating policy and introducing assigned seating, similar to other major airlines. This will be effective in early 2026.
New basic economy fare: A new basic fare tier has been introduced, offering the lowest price point but with less flexibility than other fare options.
Flight credit expiration: Flight credits issued for tickets purchased on or after May 28, 2025, will expire one year from the date of ticketing, with some exceptions for basic economy fares.
None of these updates were reflected in the 2025 J.D. Power rankings, which measured customer satisfaction based on travel experiences before these changes were announced. That means Southwest's top score may reflect a version of the airline that's about to be a relic.
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