Southwest Airlines brand facing its biggest challenge as it readies no-show fees

Southwest Airlines has long gotten a free ride in terms of its great brand reputation because of its "bags fly free" policy for the first two checked bags. But, Southwest revealed yesterday that it anticipates $100 million in new fee revenue for 2013 as it will be charging no-show fees when passengers with restricted tickets don't cancel before the flight; selling open A1 to A15 boarding positions at the gate, and increasing existing ancillary fees, perhaps for excess baggage, pets, and unaccompanied minors. Southwest has yet to detail the breakdown of its new fees, which are slated to take effect early in 2013. Southwest