Southwest Airlines Flights Now Bookable on Priceline via New Partnership

Southwest Airlines has launched a direct distribution partnership with Booking Holdings, enabling travelers to book its flights on Priceline, Booking.com, and Agoda for the first time. The collaboration, announced August 6, 2025, marks a major shift for Southwest, which has historically limited flight sales to its own website and app.

Through this agreement, customers using Priceline gain access to Southwest’s full range of fares, including Wanna Get Away and Business Select, with real-time availability and fare transparency. Bookings made through Priceline will still allow travelers to earn Southwest Rapid Rewards points, and eligible users can also benefit from Priceline’s VIP loyalty perks.

Southwest operates over 4,000 daily flights to over 100 destinations across the US, Mexico, Central America, and the Caribbean. By teaming up with Booking Holdings, the airline significantly expands its reach to price-conscious and international travelers who prefer third-party sites for itinerary comparison and bundling.

All flights booked via platforms affiliated with Booking Holdings will reflect the same pricing, flexibility, and baggage policies that customers expect from direct Southwest bookings.

Last February, the carrier began selling on Expedia Group OTAs: Expedia.com, Travelocity, Hotwire, Orbitz, and CheapTickets. These moves mark a strategic evolution in Southwest’s distribution approach. While the airline has long prioritized direct bookings to avoid third-party fees and retain customer relationships, it seems to have recognized evolving consumer habits and competitive dynamics in the online travel industry.

Major airlines constantly change their distribution tactics, trying to find the ideal option for themselves. For example, Turkish Airlines returned to the Sabre GDS in June 2025, after a year-long hiatus from this distribution channel, and will now offer NDC content through Sabre. On the other hand, United Airlines reported a 22 percent year-over-year decline in distribution expenses, thanks to an increase in direct sales.

Cover photo by Forsaken Films on Unsplash.