On 2025-03-11 at the JP Morgan Industrials Conference, Southwest Airlines announced sweeping policy changes—introducing new checked bag fees, Basic Economy fare adjustments, and opaque rewards redemption rules—that effectively erased the customer- and employee-friendly differentiators that had long defined its brand. These changes, pushed through by a board influenced by activist investor Elliott Management, signal a shift towards short-term profit extraction over long-term stakeholder value.

According to OpenSecrets data, Southwest Airlines spent $1,280,000 on lobbying during 2023. The figures, based on calculations from the Senate Office of Public Records and downloaded on February 19, 2025, highlight the company's active engagement in influencing political processes.

Southwest Airlines reached a tentative labor contract with the Aircraft Mechanics Fraternal Association offering industry-leading compensation, coming just days after its flight attendants rejected a separate proposal. This move highlights efforts to improve worker benefits amid wider labor negotiations in the airline industry.

Southwest Airlines reached a tentative agreement with the union representing over 2,800 mechanics and related employees, marking a significant step towards improved labor conditions and fair practices. The agreement, pending ratification by the workers, is expected to reward labor and enhance operational efficiency, reflecting a positive approach to worker rights.

Southwest Airlines announced a commitment of more than $1 billion to upgrade its IT systems. The investment, outlined in a Dec. 31 memo by CEO Bob Jordan, will enhance crew engagement technology, update crew recovery systems, and support supplemental staffing. These measures are part of a five‐year strategic plan aimed at modernizing operations and reducing future disruptions following severe technology failures that led to massive flight cancellations.