Southwest Airlines will for the first time begin charging passengers to check bags.
It's a reversal that shows the low-cost pioneer is willing to part with a customer perk executives have said set it apart from rivals in more than half a century of flying, in hopes of increasing revenue.
Southwest's changes come after months of pressure from activist Elliott Investment Management.
For tickets purchased on or after May 28, Southwest customers in all but the top tier-fare class will have to pay to check bags, though there will be exceptions.
Elite frequent flyers who hold "A-List Preferred" status will still get two bags and A-List level members will get one free checked bag.
Southwest credit card holders will also get one free checked bag.
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