For years, Southwest Airlines and JetBlue were the go-to options for travelers who wanted a cheaper alternative to American, Delta, and United. Southwest built its brand on free checked bags and open seating, while JetBlue won fans with extra legroom, seatback screens, and free Wi-Fi.

But in 2026, both airlines look very different. Southwest has ditched its most famous perks and rolled out some premium offerings, while JetBlue is about to launch a domestic first-class cabin.

Now, a new analysis argues that neither carrier really fits the “low-cost” label anymore, and that one of them could be in serious trouble.

‘Neither Is Exactly Low-Cost’

In a new piece for Simple Flying , Daniel S. Osipov wrote that Southwest and JetBlue are two of the most unique low-cost carriers in the U.S., “largely because neither is exactly ‘low-cost.'” Instead, he described both as hybrid carriers that blend budget pricing with elements of a full-service airline.

For Southwest, that shift has happened fast.…