Southwest Airlines (LUV) Is Up 13.3% After Adding Fees And Assigned Seating Is The Bull Case Changed?

Simply Wall St.02-02 05:20

In late January 2026, Southwest Airlines reported Q4 and full-year 2025 results showing modest revenue growth to US$28.06 billion but slightly lower net income of US$441 million, while also issuing ...

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The airline simultaneously unveiled a sweeping shift in its long-standing business model, ending open seating and adding fees for bags, seat assignments, and premium options, aimed at materially reshaping how it earns revenue per passenger. With the stock up about 13% over seven days despite a 2% one-day pullback, we’ll examine how Southwest’s move to assigned seating and new fees reshapes its investment narrative. Uncover the next big thing with financially sound penny stocks that balance risk and reward.AdvertisementWhat Is Southwest Airlines' Investment Narrative?To own Southwest here, you have to believe its radical pivot from “bags fly free and pick any seat” to a more traditional fee and fare structure can translate record 2025 revenue of US$28.06 billion and modest net income of US$441 million into meaningfully higher profits without breaking the customer relationship that built the brand. The latest earnings and 2026 guidance put that thesis front and center, with management leaning on assigned seating, bag fees and premium options as the key levers for higher revenue per seat mile. The stock’s sharp move, up about 13% over seven days, suggests many investors now see these changes as a near term catalyst rather than a slow burn. The flip side is execution and customer pushback risk just rose materially too. However, one risk in particular could catch investors off guard if sentiment swings.\n\nSouthwest Airlines' shares have been on the rise but are still potentially undervalued. Find out how large the opportunity might be.Exploring Other PerspectivesLUV 1-Year Stock Price Chart Seven fair value views from the Simply Wall St Community span roughly US$26 to just over US$122 per share, reflecting very different expectations for Southwest’s fee driven overhaul and its effect on short term catalysts and execution risks. Readers can compare these community views with the recent business model shift and sharp price reaction to judge how much optimism is already reflected in the market and what could change if the rollout stumbles.Explore 7 other fair value estimates on Southwest Airlines - why the stock might be worth over 2x more than the current price!Build Your Own Southwest Airlines NarrativeDisagree with this assessment? Create your own narrative in under 3 minutes - extraordinary investment returns rarely come from following the herd.A great starting point for your Southwest Airlines research is our analysis highlighting 2 key rewards and 1 important warning sign that could impact your investment decision.Our free Southwest Airlines research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Southwest Airlines' overall financial health at a glance.Seeking Other Investments?These stocks are moving-our analysis flagged them today. Act fast before the price catches up:AI is about to change healthcare. These 110 stocks are working on everything from early diagnostics to drug discovery. The best part - they are all under $10b in market cap - there's still time to get in early.Outshine the giants: these 24 early-stage AI stocks could fund your retirement.These 14 companies survived and thrived after COVID and have the right ingredients to survive Trump's tariffs. Discover why before your portfolio feels the trade war pinch.  This article by Simply Wall St is general in nature. We provide commentary based on historical data\n    and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your\n    financial situation. We aim to bring you long-term focused analysis driven by fundamental data.\n    Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material.\n    Simply Wall St has no position in any stocks mentioned.New: Manage All Your Stock Portfolios in One PlaceWe've created the ultimate portfolio companion for stock investors, and it's free.• Connect an unlimited number of Portfolios and see your total in one currency• Be alerted to new Warning Signs or Risks via email or mobile• Track the Fair Value of your stocksTry a Demo Portfolio for FreeHave feedback on this article? Concerned about the content? Get in touch with us directly. 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