A Southwest Airlines plane takes off from Minneapolis–Saint Paul International Airport in Minneapolis, Minnesota, U.S., November 7, 2025.
Tim Evans | Reuters
Southwest Airlines is “actively pursuing” the possibility of opening a network of airport lounges, CEO Bob Jordan told CNBC on Wednesday, as the airline industry continues to fight over premium travelers.
“I think lounges would be a huge, next benefit for our customers,” Jordan said in an interview. “And you [would] have a lounge network that allows you to offer that premium credit card that provides lounge access.”
Southwest is discussing airport leases and lounge possibilities, along with its credit card partner, Chase. The Dallas-based airline in October won approval for an airport lounge at Honolulu’s Daniel K. Inouye International Airport.
Jordan declined to provide a time frame for opening what would likely be a “network” of airport lounges but said “it’s clear our customers want lounges, and we’re pursuing the customer.”
“We’re gonna make sure that we have a network of lounges that meets the needs of the network that we have,” he said.
Large carriers from Delta Air Lines to smaller ones like JetBlue Airways, along with credit card companies like American Express, Capital One and Chase have been building airport lounges, spaces they’ve leaned on to reel in and retain higher-spending consumers.
A J.D. Power report released Wednesday said 82% of people it surveyed said they chose an airline based on lounge access.
Southwest, which carries more customers domestically than any other airline, has drastically changed its business model over the past year to scrap open seating in favor of assigned seats, among other things. It even started charging customers to check bags earlier this year to increase revenue as pressure ramped up from activist Elliott Investment Management.
Southwest this fall started offering free Wi-Fi to members of its loyalty program. Jordan said the company is open to pursuing other onboard providers for in-flight internet, including Space X’s Starlink, the service United Airlines recently started using.
