There’s a Significant Airline That Was Missing from Google Flights—But Not Anymore

Exciting news from Southwest Airlines this week as the airline has modified a long-standing policy, allowing its fares to finally appear on a third-party site. Travelers can now access Southwest flight prices and information through Google Flights, marking what the airline describes as a ‘pilot partnership.’

“We’re broadening the reach of Southwest.com by providing Google Flights users with improved access to our available flights, fares, and the perks of our products and services,” a spokesperson for Southwest stated to Dinogo.

All of Southwest’s over 800 domestic and international flight options and prices will now show up in Google Flights searches, but travelers must still visit the Southwest Airlines website to finalize their purchases. Google Flights operates as a travel search engine, not a third-party booking platform like Expedia or Booking.com; users are directed to the airline's website for bookings.

This policy shift comes as Southwest grapples with financial hurdles, having reported losses earlier this year while CEO Bob Jordan has promised to initiate changes at the airline. Southwest has already begun implementing adjustments such as the removal of certain unprofitable routes, and it may even reconsider its unique no-seat-assignment boarding system.

Southwest Now Available on Google Flights

All of Southwest Airlines’ flight options and fares are now included in Google Flights searches alongside those from other carriers in the site’s regular layout.

After selecting the Southwest Airlines option, Google Flights presents the chosen route and fare, along with other pricing from Southwest for that journey. The Google Flights search tool locates the best available Southwest fare (usually the discounted “Wanna Get Away” option). Upon clicking on the fare, a subsequent page displays additional ticket options, including “Wanna Get Away Plus” with priority boarding and “Anytime” refundable fares.

When users click the “Continue” button, they are promptly redirected to the Southwest Airlines website to secure their flight.

The price-tracking feature on the Southwest fare page in Google Flights allows travelers to receive alerts if the price of their selected flight decreases after they purchase or search. With Southwest's no-penalty change policy, this tool offers excellent price protection for travelers.

Implications for Travelers

Southwest Airlines’ partnership with Google Flights will enhance travelers' ability to compare prices across different airlines. Previously, users needed to conduct two separate searches to check Southwest’s fares against those of other carriers. Now, with Southwest’s low fares and its no checked luggage fee policy displayed alongside competitors, there may be downward pressure on prices from other airlines on these routes, ultimately benefiting all travelers.

Some industry analysts view Southwest’s policy shift as indicative of more upcoming changes for the airline. “It’s clear that Southwest has lagged in tech innovations and hasn’t performed as well financially compared to the other major competitors [United, American, and Delta], so it’s no surprise that notable changes were hinted at during the recent investor call,” said Katy Nastro, spokesperson for the airline deals site Going.com, to Dinogo. “The move to finally showcase [its inventory] on Google Flights might just be one of those anticipated changes,” she added.

However, Southwest still does not feature its flights on other flight aggregator websites such as Kayak, Expedia, and Skyscanner. This may stem from the airline’s desire to retain control over its customer data and the ability to upsell travelers on offerings like hotels, vacation packages, rental cars, and its credit card.

The requirement to purchase through Southwest’s website helps maintain a consistent service experience for customers, as the airline states it “provides the digital interface that our current customers and Rapid Rewards members are familiar with for managing accounts and making reservations.”