Southwest Airlines may soon seek to enter the premium travel market with plans to open its own private airport lounges, according to a customer survey that surfaced this week. The information, first reported by travel blog View from the Wing, suggests that the Dallas-based carrier is exploring a new high-end credit card priced between $395 and $650 per year that would include complimentary lounge access.
The survey wording leaves little doubt about Southwest’s intentions. It states plainly, “Southwest Airlines will be opening Premium Airport Lounges in multiple Southwest hubs,” suggesting the carrier is moving forward rather than just exploring the idea. Even if the phrasing came from a marketing firm conducting the survey, it signals that lounge development is under active discussion inside the airline.
If confirmed, the move would mark a significant strategic shift for Southwest, which has built its business model around simplicity and low operating costs. The carrier has never operated its own airport lounges, focusing instead on short-haul, high-frequency service and a single-class cabin. For decades, Southwest’s founder Herb Kelleher resisted add-ons that might compromise the airline’s low-cost culture, once quipping about the price difference between peanuts and Snickers bars.
In recent years, however, US airlines have increasingly relied on premium co-branded credit cards and lounge memberships to drive high-margin loyalty revenue. Delta Air Lines, United Airlines, and American Airlines have all expanded their lounge networks and premium card offerings. The reported Southwest concept appears to follow that playbook, positioning a Chase-issued card with lounge access and a suite of travel benefits to attract higher-spending customers.
According to View from the Wing, the survey tested potential perks that included unlimited Southwest lounge access with food, drinks, Wi-Fi, and power outlets; a Priority Pass Select membership; Global Entry or TSA PreCheck fee credits; and preferred seat upgrades within 48 hours of departure. Other possible incentives mentioned included a $100 annual travel credit, spending-based flight rewards, and membership in CLEAR, the identity verification service that speeds travelers through airport security checkpoints. The variety of options suggests that Southwest and Chase are still refining the value proposition and price point.
The airline’s customer base historically skews toward cost-conscious leisure travelers and small-business flyers, so introducing a premium credit card with lounge privileges would represent a departure from its traditional model. Yet the potential upside is clear. Delta and American each earn billions annually through their Amex and Citi co-branded card partnerships. Southwest could tap into similar economics by encouraging more card spend and annual fees tied to a premium offering.
Possible lounge locations have not been confirmed, but observers note that several of Southwest’s largest stations — including Dallas Love Field, Denver, Houston Hobby, Chicago Midway, and Nashville — have terminal expansion projects that could support future lounges. At Love Field, ongoing terminal upgrades reportedly include space that could accommodate a Southwest-branded facility. Delta and Southwest have also been competing for space in Austin’s upcoming terminal expansion, which includes a large lounge footprint near the main concourse entrance.
Space limitations could pose a challenge. Many of Southwest’s airports are already built to capacity, and adding lounges would require reconfiguring gates or negotiating for new leases. Industry analysts suggest the airline may start with one or two flagship lounges in key markets before expanding the concept nationwide. A phased rollout could align with the introduction of the new credit card and airport construction timelines, potentially beginning in late 2026.
