Southwest’s CEO says the airline is “actively pursuing” the airport lounge community.

A Southwest Airlines plane takes off from Minneapolis-Saint Paul International Airport in Minneapolis, Minnesota, USA on November 7, 2025.

Tim Evans | Reuters

Southwest Airlines is “actively pursuing” the possibility of opening a network of airport lounges, CEO Bob Jordan told CNBC on Wednesday, as the airline industry continues to compete for premium travelers.

“I think lounges would be a big next benefit for our customers,” Jordan said in an interview. “And you [would] We have a lounge network that allows you to offer the premium credit card that allows access to the lounge.”

Southwest is discussing airport leases and lounge options with its credit card partner. chase. The Dallas-based airline received approval in October for an airport lounge at Honolulu’s Daniel K. Inouye International Airport.

Jordan declined to give a time frame for the opening of what would likely be a “network” of airport lounges, but said: “It’s clear our customers want lounges, and we’re pursuing the customer.”

“We will ensure that we have a network of lounges that meet the needs of our network,” he said.

Read more CNBC airline news

Great carrier of Delta Air Lines to smaller ones like JetBlue Airwaysalong with credit card companies like American Express, Capital one and Chase have built airport lounges, spaces they have relied on to attract and retain higher-spending customers.

A JD Power report released Wednesday found 82% of respondents said they chose an airline based on lounge access.

Southwest, which carries more customers domestically than any other airline, has drastically changed its business model over the past year, including eliminating open seating in favor of assigned seating. Earlier this year it even began charging customers to check luggage in a bid to boost sales as pressure mounted from activist Elliott Investment Management.

Southwest began offering free Wi-Fi to members of its loyalty program in the fall. Jordan said the company is open to finding other onboard internet providers, including Space X’s Starlink service United Airlines I recently started using it.