Southwest Airlines is shifting its focus away from budget-conscious flyers, quietly dropping its "discount" label in a bid to attract more premium travelers. The move signals a strategic pivot as the airline tries to compete with carriers that cater to higher-end customers—though it’s unclear if this means higher prices or just a rebranding effort.

Editor’s Note: Southwest built its reputation on affordable, no-frills flights, so this change could mark a big shift in who they’re trying to appeal to. For frequent flyers, it might mean better perks—or just pricier tickets. Either way, it’s a sign the airline’s playing the long game in a competitive market.