Southwest Airlines have announced they are launching their first-ever lounge network.

In partnership with Chase, the lounges will debut at Austin, Baltimore, Honolulu, and Nashville in late 2027. The airline says the investment will deliver the service levels customers already expect from Southwest and the Chase Sapphire Reserve Lounge Network.

Tony Roach, Executive Vice President, Chief Customer & Brand Officer at Southwest Airlines, said:

Southwest Airlines has built one of the most trusted brands in travel by delivering authentic Hospitality that Customers value. Our lounges will be a natural extension of that experience, offering Customers a place to relax and experience the Southwest brand in a new way. The introduction of a lounge network represents a strategic investment in Rapid Rewards and deepens our 30-year partnership with Chase.

In addition to the four launch locations, seven further lounges are expected to open over the coming years. Access will be granted to holders of the new Southwest Rapid Rewards Credit Card, issued by Chase.

Activity in lounge-building has reached a new level in North American aviation, as airlines and credit card companies try to lure in higher-paying customers. American Airlines are investing significantly in lounge renovation and building as part of its premiumisation strategy. Even former low-cost carrier JetBlue have been getting in on the action, with their BlueHouses now open at New York JFK and Boston Logan.

C0-branded credit cards are also becoming increasingly valuable as a way of securing customer loyalty in a competitive landscape. United Airlines have recently rebranded their loyalty programme to favour MileagePlus card holders as the carrier seeks to bring and keep more passengers in their ecosystem.

As well as lounges, Southwest have invested in Starlink-powered WiFi and abandoned its no assigned seating policy in an effort to boost customer satisfaction and revenue.

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