- Southwest CEO Bob Jordan says the airline is “actively pursuing” a network of airport lounges.
- The carrier won approval this year for an airport lounge in Honolulu and is discussing leases and a Chase credit-card tie-up.
- J.D. Power finds 82% of travelers choose airlines based on lounge access, underlining premium demand.
H2: Southwest moves toward lounges
Southwest Airlines is investigating a network of airport lounges as a new premium benefit, CEO Bob Jordan told CNBC. The Dallas-based carrier has begun talks on airport leases and is working with its credit card partner, Chase, on potential access and membership structures.
“I think lounges would be a huge, next benefit for our customers,” Jordan said, adding the airline would aim for a lounge footprint that matches its route network.
H3: Where things stand now
In October, Southwest won approval to build an airport lounge at Daniel K. Inouye International Airport in Honolulu. Jordan declined to give a firm timeline for openings but said the company is moving deliberately to ensure any lounge network meets customer needs.
Southwest is framing lounges as part of a broader push toward more premium services. The airline recently shifted from open seating to assigned seats and introduced fees for checked bags, moves aimed at boosting revenue amid investor pressure.
H3: Why lounges matter to travelers and airlines
Industry data shows lounge access can strongly influence travel choices. A J.D. Power survey released this week reported that 82% of respondents said lounge access influenced their airline choice. Airlines and credit card companies have aggressively expanded lounge footprints in recent years to attract higher-spending customers.
For Southwest, which carries more domestic passengers than any U.S. carrier, lounges could become a new lever to win and retain premium customers and to position a higher-fee co-branded credit card offering.
H4: Credit-card partnership and possible structures
Jordan flagged a likely tie between lounges and a premium credit card product. That mirrors strategies used by larger carriers and card issuers such as American Express, Capital One and Chase, which bundle lounge access with higher-fee cards.
Southwest is in conversations with Chase about how to integrate lounge access with its credit card offerings. The airline said it would design access to fit its network rather than copying models from legacy carriers.
H4: Other customer experience moves
Southwest has also rolled out free Wi-Fi for loyalty members and is open to other in-flight internet providers, including SpaceX’s Starlink, which other airlines have begun testing. These upgrades, alongside lounges, signal a shift in Southwest’s long-running low-cost, no-frills identity toward selective premium amenities.
H3: What to watch next
Look for lease announcements, managerial hires with lounge experience, and a clearer timeline tied to Chase product plans. Any rollout will need to balance cost, airport real estate constraints and Southwest’s brand promise of low fares and simple service.
As lounges proliferate across the industry, Southwest’s move could reshape choice for U.S. domestic travelers and recalibrate how value-focused carriers compete for higher-spending flyers.
Image Referance: https://www.cnbc.com/2025/12/10/southwest-airlines-airport-lounges-ceo-bob-jordan.html
