Outrage when airline increases fees with prices going from US$25 to US$99 – and the company attributes the 300% increase to “customer demand”

SOUTHWEST Airlines customers are up in arms after the company stealthily increased fees for passengers hoping to board their flight early.

Travelers will now have to pay up to $99 for the privilege of fastening their seat belts before other passengers.

Southwest, unlike other airlines, does not assign seats on tickets – leaving those on the EarlyBird check-in list first for the most sought-after seats.

Travelers will line up at the gate and board the plane based on their groups.

Therefore, seats on the flight are distributed on a first-come, first-served basis.

However, while Earlybird gives paying customers a certain advantage, the airline doesn’t limit add-on service on flights, so passengers could still end up with a less-than-desirable seat.

The 300 percent increase means the price of early boarding will range from $15 to $99 one-way per passenger, instead of $15 to $25 previously.

“This increase in price range is a result of our regular assessment of ancillary product pricing based on market trends and customer demand and will generate incremental revenues in support of the company,” the airline said.

This comes after Southwest CEO Bob Jordan teased some changes in April during the airline’s quarterly earnings call.

As he revealed, he lost $231 million in the first three months of 2024.

Chaos quickly ensued as bosses suspended flights to four US airports and laid off 2,000 workers.

The multimillionaire executive revealed that the company had lost a staggering $231 million in the first three months of 2024.

“We’re looking at new initiatives — things like how we sit and board our aircraft,” Jordan said in an interview with CNBC.

Upgraded boarding has also seen a big increase, with service ranging from $30 to $149 per segment per traveler, up from the previous maximum of $80.

The changes will have the greatest impact on group travelers as there are no discounts offered for multiple passengers.

Southwest, revered for its free checked baggage, is likely feeling the pressure to raise its ancillary fees, as all major U.S. airlines raised their checked baggage fees earlier in the year.

“This increase in price range is a result of our regular assessment of ancillary product pricing based on market trends and customer demand and will generate incremental revenue in support of the company,” said a Southwest spokesperson. told USA Today.

Disgruntled travelers, however, felt that the dramatic price increase was simply excessive.

“Brutal!” said one on X, formerly known as Twitter.

“Absurd,” agreed another.