If you listened to any of the latest travel industry news, I’m sure you’ve heard bits and pieces or the full story about Southwest Airlines “new and soon to become effective” policies for air travel.

These policies are extreme in nature and ancillary to the upcoming “assigned seats” policy that Southwest warned us about last year but has yet to launch.

Critics are already chastising Southwest for their shocking new policy announcements and for swinging the bat at their customers in this harsh way. It feels as though Southwest is now punishing many of the customers that they once put first…the same loyal customers that have kept them thriving financially for decades.

I’m curious who influenced the What, So What, and Now What that led to today’s policy change announcements? What do you think? Are you on board, indifferent, or thinking about which airline you will travel on instead of Southwest?

Press play to find out why I think Southwest’s future may start to look a lot different than the company we’ve always known and respected.