All good things must come to an end, including free checked bags when you fly Southwest Airlines.

On Tuesday, the Dallas-based budget carrier announced it would be ending their popular luggage policy that allowed passengers to check up to two bags free, marking a huge shift in the brand’s evolving platform that once included the slogan, “Bags Fly Free!”

The policy will start May 28, but A-List loyalty program travelers and those traveling on a business fare will be exempt from the fees.

“We have tremendous opportunity to meet current and future customer needs, attract new customer segments we don’t compete for today, and return to the levels of profitability that both we and our shareholders expect,” Southwest Airlines CEO Bob Jordan said in a statement.

He continued, “We will do all this while remaining focused on what’s made us strong—our People and the authentic, friendly, and award-winning Customer Service only they can provide.”

While the airline did not formally announce the new baggage policy on social, loyal customers took to recent posts to share their thoughts.

“I just wanted to share that the #1 reason that I was loyal to Southwest was the two free checked bags policy. I have a feeling that most of your other customers feel the same. I hope for your company’s sake that I’m wrong! I for one will no longer look to Southwest first,” one customer wrote.

Another added, “The free bags policy has been your main selling point and the reason for my extreme loyalty for years. So I guess I no longer have loyalty to Southwest.”

The changes come as part of a three-year plan titled “Southwest. Even Better” that was unveiled in September 2024, which includes the end of open seating in favor of assigned seats, as well as premium seating options, and the addition of red-eye flights.