Major changes to the Southwest co-branded credit cards were recently announced, increasing annual fees across the board while removing several longstanding benefits. These adjustments will hit new applicants immediately, with existing cardholders facing them in 2026.
The personal Plus card jumps from $69 to $99, the Premier from $99 to $149, and the Priority card sees the steepest rise, from $149 to $229. Business cards are similarly affected. These hikes feel especially harsh to long-time Southwest loyalists who have built their travel routines around these cards’ old perks.
Gone are valuable benefits like the $75 Priority card travel credit, inflight WiFi credits, four upgraded boardings per year, and the $500 fee credit for points transfers. These removals sting, particularly for travelers who saw these as the primary justification for holding the cards.
In their place, Chase is offering “upgraded” features. Cardholders will now get one free checked bag per trip, boarding with Group 5, and seat selection within 48 hours.
The Plus card gains 2X points at gas stations and grocery stores (up to $5,000 per year), while the Premier and Priority cards earn 2X at restaurants and grocery stores (up to $8,000). Priority and Performance business cards add preferred seating at booking and extra legroom upgrades within 48 hours.
However, these additions feel like a repackaging of what used to be standard with Southwest’s brand promise. The checked bag benefit, for example, used to apply to all passengers.
This overhaul seems like a clear loss for many users. Southwest’s loyal passengers are being asked to pay more while receiving less, all under the guise of a refresh. If anything, this feels less like a refresh and more like a regression wrapped in marketing.
