In a significant shift from its traditional no-frills, low-cost business approach, Southwest Airlines is exploring the introduction of an airport lounge network. CEO Bob Jordan revealed in a recent interview with CNBC that the airline is “actively pursuing” this concept and is in discussions about potential leases at various airports. Notably, Southwest’s credit card partner, Chase, is also participating in these discussions, indicating a collaborative effort to enhance customer offerings.
Jordan expressed optimism about the lounge initiative, stating, “I think lounges would be a huge next benefit for our customers.” The introduction of a lounge network would complement the airline’s premium credit card offerings that include lounge access, catering to the evolving preferences of travelers seeking more luxurious experiences.
While there is currently no set timeline for when the lounge network might launch, Southwest has already taken steps towards this goal by securing approval to develop its first lounge at Daniel K. Inouye International Airport in Honolulu. Details regarding the project remain limited, with no announcement on the opening date for eligible customers yet.
Historically, Southwest has refrained from operating lounges, setting itself apart from its major U.S. competitors. However, since the beginning of 2024, the airline has been gradually moving away from its low-cost model. This adjustment includes the elimination of its well-known “two bags fly free” policy and the introduction of charges for checked baggage. Additionally, Southwest has announced a transition to assigned seating starting in January 2026.
During a separate segment on CNBC’s “Squawk on the Street,” Jordan emphasized that while the airline seeks to enhance its offerings, it will retain its core strengths—such as brand loyalty, low operating costs, and exceptional customer service. This strategy reflects a broader trend in the airline industry towards “premiumization,” as airlines strive to attract luxury travelers, a growing segment that is increasingly influencing revenue growth in the sector.
As Southwest Airlines navigates these changes, the potential for a lounge network offers an exciting new horizon for both the company and its customers, reflecting a commitment to evolving with the demands of modern air travel.