Friends,

As a quick starting point — I’m a Southwest shareholder. And I grew up on and around their 737s at Dallas Love Field. So (for better or worse), I care about the carrier.

And I have real concern with their current brand strategy. But they did not ask me what I think, so what does it matter?

Anyways.

This week, the airline launched a great promotion that I linked yesterday: buy a summer flight by June 27th and get a Companion Pass for roughly two months this fall. You can see all the details here — I (obviously) think it is worth checking out.

The reality though is that the airline’s value proposition has eroded slightly since rolling out a slew of product changes on May 28th of this year (with more to come) — and far more substantially they have betrayed any consumer confidence in their brand.

Most of these changes are necessary and therein good (in my opinion) for the airline’s scale and core business model. But the method with which said changes are being implemented represents an existential threat to Southwest’s continued existence.

Because consumer behavior is all too materially determined by feeling. And the way this has all gone down feels real negative.

Or at least I think so — and I hope I am totally wrong.

Historically in the airline industry, sweeping change that largely favor short term gain for specific shareholders ends poorly — particularly when the competition is adept. Just ask the people of TWA how well things worked out when Carl Icahn took over.

Ah wait. You cannot. Because TWA is very gone.

I am not on a mission to save Southwest Airlines (not yet, at least), and I am not here to write them off. I still own my stock. I matched my American status to A-List (shoutout to their corporate team, who upgraded my account five minutes after I emailed). And tomorrow, I’m booking a trip to earn a fall Companion Pass.

We will see how it all goes. You know I will let you know.

And I’m still rooting for you, Southwest Airlines.

Fly well.

Links

Amazing JetBlue promo in celebration of the carrier’s 25th birthday. If you are a deal chaser or frequent flyer on the airline — this may represent great value.

Preliminary details on a new American Flagship Lounge (plus expanded Admirals Club capacity) in Miami.

I missed this last week: Chase has officially announced their next Sapphire Lounge is coming to DFW.