But don't blame Google for this. The Dallas-based carrier has long resisted displaying or selling fares through online travel agencies and search aggregators. (One exception has been Southwest's relationship with Chase, allowing certain credit card holders to book flights through the Chase Travel portal.)
However, Southwest is currently undergoing a major digital shift with far-reaching implications across the entire airline industry. As of May 22, the airline's fares appear in Google Flights search results, like all other major U.S. carriers.
Southwest said in a statement that it was “testing” a partnership with Google, allowing “Google Flights users to compare different fare options and click directly to Southwest.com to book the selected route.”
Showing results on Google Flights is another development for an airline that has built loyalty for decades in part by marching to the beat of its drum. Last month, Bob Jordan, CEO of Southwest said the carrier was “very seriously studying” potential alternatives to its long-standing open seating policy. The airline also plans to eventually introduce red-eye flights In the years to come.
What Southwest on Google Flights Means for Travelers
In practice, travelers can now easily compare flight prices between airlines at a glance. It's a boon for deal seekers everywhere, said Kyle Potter, editor-in-chief of the deals site. Thrifty traveler.
“I really think this is an earthquake for the Southwest, for Google Flights and for travelers across the country,” he said. Southwest didn't list its fares for sale through Google or almost any other site, by design: It didn't want to put loyalty in the hands of a middleman.
Previously, the only option for booking flights to the Southwest was directly through the airline's website or app. Therefore, the greatest impact will be on travelers who usually do not consider the carrier.
“This gives Southwest a lot more visibility to those who are just starting their flight search and don't realize they need to look at Southwest.com separately,” Potter added.
Meanwhile, South West faithful can take advantage of the powerful Google Flights price tracking tool. With no change or cancellation fees, travelers can activate the “Track Prices” button and be alerted by email if rates drop, even after booking. By cancellation and new reservation on their Southwest flight, shoppers can receive a fare credit for the cheapest route.
But don't expect the Google Flights news to signal future plans: Southwest says it has no plans to go all-in on third-party travel sites. “Google Flights is not a booking engine and this is not a transition to or from online travel agencies,” a spokesperson for the carrier said.
