The News

Southwest Airlines announced on August 6, 2025, that travelers can now book Southwest flights directly on Priceline and across all Booking Holdings platforms, including Booking.com and Agoda. This partnership marks another major step in Southwest's ongoing distribution strategy overhaul, making the airline's 4,000+ daily flights accessible through one of the world's largest online travel ecosystems.

The good news? You'll still earn Southwest Rapid Rewards points when booking through Priceline, and you can access all of Southwest's fare types through the platform.

What's Changing

For Southwest Loyalists

If you're already a Southwest fan, this doesn't change much about how you earn or redeem points. You'll still:

• Earn Rapid Rewards points on Priceline bookings
• Get access to all Southwest fare types (Wanna Get Away, Wanna Get Away Plus, Anytime, Business Select)
• Enjoy the same policies and benefits

For Deal Hunters

This partnership opens up new opportunities to compare Southwest against other airlines more easily. Priceline's platform lets you:

• Compare Southwest directly with other carriers
• Bundle flights with hotels or rental cars
• Access Priceline's VIP program benefits alongside your Southwest booking

Background & Context

Until 2024, Southwest was notorious for forcing customers to book directly through southwest.com. The airline jealously guarded its distribution, even going as far as suing websites that scraped their fares without permission.

But mounting pressure from activist investor Elliott Investment Management and disappointing financial results forced Southwest's hand. The airline has systematically opened up its distribution over the past 18 months:

• May 2024: Google Flights begins showing Southwest fares
• August 2024: Partnership with Kayak (also a Booking Holdings brand)
• February 2025: Southwest flights appear on Expedia Group platforms
• August 2025: Full Priceline integration launches

The timeline tells a story of gradual, calculated expansion rather than a rushed decision.

Expert Analysis

Here's where things get interesting. Southwest CEO Bob Jordan recently admitted that the airline's initial forays into third-party platforms haven't delivered the expected results. At a financial conference in March 2025, Jordan said Southwest "saw no share shift" despite having better policies than competitors.

The problem? Southwest's unique benefits like free checked bags weren't clearly communicated in third-party listings. On Expedia, for example, you had to dig deeper to discover the two free checked bags policy.

This communication challenge likely influenced Southwest's decision to end its free checked bags policy in March 2025and introduce assigned seating starting January 2026. If you can't effectively market your differentiators, why not eliminate them and compete on price like everyone else?

Southwest's gradual expansion across platforms tells the story: starting with display-only on Google Flights and Kayak in 2024, moving to full booking on Expedia Group in February 2025 (which generated 4-5% of total bookings), and now full integration with the massive Priceline ecosystem.

What This Means for Travelers

Winners

Occasional Southwest flyers will benefit most from this change. If you're not deeply invested in Southwest's ecosystem, having their flights appear alongside other options makes comparison shopping much easier. You might discover Southwest flights you wouldn't have found otherwise.

International travelers planning U.S. trips are another big winner. They're far more likely to book through platforms like Booking.com than to think about checking Southwest's website directly.

Losers

Southwest's direct booking customers might see fewer exclusive perks as the airline focuses on channel neutrality. Historically, Southwest rewarded direct bookings with better customer service and exclusive deals.

Points maximizers who built strategies around Southwest's unique policies face an uncertain future. With assigned seating coming in 2026 and bag fees already implemented, Southwest is starting to look like every other airline.

How to Adapt Your Strategy

Here are three ways to adjust your approach:

1. Diversify your airline loyalty: Don't put all your eggs in the Southwest basket. Consider building status with multiple airline programs for maximum flexibility.
2. Take advantage of comparison tools: Use Southwest's presence on these platforms to your advantage. Check all options before booking, but remember that booking directly often provides better customer service.
3. Stack the benefits: When booking through Priceline, you can potentially earn both Southwest Rapid Rewards and Priceline VIP benefits. Look for credit cards that bonus on travel portals to triple-dip.

Related Developments

Southwest's distribution expansion is just one part of a massive operational overhaul. The airline is also:

• Transitioning to assigned seating on January 27, 2026
• Adding premium seating options with extra legroom
• Introducing red-eye flights for the first time
• Launching its first international partnership with Icelandair

Looking Ahead

This Priceline partnership likely won't be Southwest's last distribution move. Expect to see Southwest flights on more platforms throughout 2025 as the airline continues its transformation from maverick carrier to mainstream operator.

The bigger question is whether Southwest can maintain its cultural identity while becoming increasingly like its competitors. For travelers, more booking options are generally good news – but we might be witnessing the end of Southwest as we knew it.

Bottom Line

Southwest's partnership with Priceline makes flight comparison and booking more convenient, especially for casual travelers. You'll still earn Rapid Rewards points, but the airline's unique character continues to erode as it adopts industry-standard practices.

For points travelers, this change represents both opportunity and loss. Embrace the convenience of comparison shopping, but don't expect Southwest to remain the refreshingly different airline it once was.

We may receive compensation when you click on links to those products.