Southwest Airlines is rewriting its identity, and the story is bigger than “assigned seating” and “bags fly free.”
To kick off the first episode of Skift Take Sessions, Wil Slickers sits down with Skift airlines reporter Meghna Maharishi for a quick pre-session breakdown of why these changes are happening now, including activist pressure from Elliott Investment Management and the post-pandemic shift toward premium demand.
Then we roll into a live session from the Skift Aviation Forum in December 2025, where Tom Doxey lays out the transformation in plain terms: assigned seating, extra legroom, bag fees, basic economy, free Wi-Fi, new destinations, and what it all means for Southwest’s margins in 2026. Moderated by Brian Sumers.
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