Here’s a very consumer friendly change when it comes to being able to comparison shop fares on Southwest Airlines…
Southwest fares now display on Google Flights
Google Flights is the most useful website for booking airfare. You can compare fares across a variety of airlines, search availability for months at a time, filter results in all kinds of ways, and even set price tracking alerts.
For those using Google Flights in the United States, there has been one major omission — up until now, Southwest Airlines fares haven’t displayed on Google Flights or most online travel agencies, so there has been no easy way to compare Southwest fares to those of other airlines on most websites.
Well, that has finally changed overnight, as Southwest fares are now showing on Google Flights, alongside all other major airlines.
When you select a flight, you’ll see the options of Southwest’s various fare bundles, and will then be redirected to Southwest’s website to book.
It’s also worth emphasizing how valuable this can be for repricing flights. Google Flights has a “Track prices” button, whereby you can be alerted if a fare changes. So you could book a ticket, and could then reprice it if the fare drops, and get a voucher for the difference.
Why hasn’t Southwest been on Google Flights?
For years, Southwest has more or less marched to the beat of its own drum. The airline didn’t care how any other airline operated, but chose to do business a certain way, ranging from not having assigned seating, to not having basic economy, to offering all passengers two free checked bags.
Historically Southwest’s distribution strategy has also been different. The airline hasn’t partnered with online travel agencies to sell fares (with the exception of Chase Travel), but instead has wanted passengers to book directly with Southwest. Google Flights isn’t able to share fares unless either the airline or a data provider give access to the carrier’s fares, and that’s something Southwest hasn’t historically allowed.
I imagine part of the logic for Southwest’s decision is that the airline doesn’t want fares to be compared directly to the competition, since it’s not apples-to-apples. Comparing a basic economy fare on a legacy carrier to a fare on Southwest just isn’t fair in terms of inclusions, so Southwest has relied on having a loyal customer base that visits Southwest’s website to book. I imagine part of the strategy has also been that Southwest wants customers to only shop on Southwest’s website when booking, and not visit other websites.
However, it’s clear that Southwest is starting to realize that it may need to conform a little bit. The airline isn’t doing that great financially, at least compared to the past, and it’s expected that the airline will be making several changes. This could include introducing an extra legroom section, and even adding assigned seating, in order to boost revenue.
I imagine that Southwest is now also testing the waters with different distribution channels. For now, Southwest is exclusively showing fares on Google Flights, and when fares are displayed, you’re sent to Southwest’s website to actually book.
I’m curious if this is the extent to which Southwest dabbles in shopping not directly through its website, or if the airline sees positive results, and then starts working with online travel agencies.
Bottom line
Southwest Airlines fares now show on Google Flights, which is a major development, given how consistent the airline has historically been with its distribution strategy. Up until now, Southwest fares have been displayed almost exclusively through Southwest’s website, while now the airline is providing fares through Google Flights.
This is a big win for consumers, since it makes it easier to shop Southwest flights, and even to get a voucher if your fare drops.
What do you make of Southwest flights now being on Google Flights?