ARLINGTON, Texas — Southwest Airlines is considering airport lounges, more premium seating and even long-haul international flights to win over high-spending customers, CEO Bob Jordan said Wednesday."Whatever customers need in 2025, 2030, we won't take any of that off the table. We'll do it the Southwest way but we're not going to say 'We would never do that,'" Jordan said in an interview with CNBC at an airport industry conference. "We know we send customers to other airlines because there's some things yo ...

Core Insights - Southwest Airlines anticipates generating over $4 billion from recent operational changes, including the elimination of unassigned seating and the "Two bags fly free" policy [1] - The airline expects an incremental EBIT contribution of $4.3 billion by 2026, which is expected to significantly impact business margins [1] Revenue Generation Strategies - Starting Wednesday, Southwest introduced fees of $35 for the first checked bag and $45 for the second, with loyalty members and credit card holders receiving one free bag. This is projected to contribute $800 million [2] - The introduction of assigned seating is expected to generate an additional $1.5 billion in 2026, as it encourages passengers to pay for seat selection and premium options [2][3] - The remaining $2 billion in revenue is anticipated from cost-cutting measures and improvements in the airline's revenue management system [3] Market Dynamics - Increased fuel and labor costs, along with domestic overcapacity, have made it challenging for Southwest to fill planes, while customers are increasingly interested in premium offerings [4] - The company is responding to customer demand for cabin segmentation and a variety of product offerings [4] Market Reaction - The changes have positively influenced Wall Street sentiment, with Southwest's share price rising over 20% in the past month [5] - Deutsche Bank analysts upgraded Southwest's stock from Hold to Buy, expressing confidence in the company's transformation plan under new management [5]