LITTLE ROCK, Ark. (KARK) — Frequent flyers woke up to some turbulence on Tuesday morning after finding out the iconic “Bags fly free” slogan for Southwest Airlines is being retired.

The company will be charging most customers for checked luggage starting in May. Its departure from tradition is necessary according to CEO, President, and Board Vice Chairman Bob Jordan.

“The short answer is that it’s about securing our future,” Jordan explained in a pre-taped message on Tuesday.

The profit-driven decision to retire “bags fly free” for most customers is driving some customers away, including Markell Foreman who was flying Southwest out of Clinton National Airport in Little Rock to bring his daughter to Disney.

“Man, I’ve flown with Southwest for a number of years, and I think that was one of the complimentary things that drove me to Southwest and using Southwest more frequently, but with that out there, I have an option now,” Foreman said.

Other flyers said they would stick with the airline, despite the changes.

Once synonymous with the brand, and featured heavily in its advertising, some saw “bags fly free” as what set the airline apart from competitors. Jordan said the practice is not what modern customers value most.

“Our DNA isn’t open seating or even bags fly free. It’s a dedication to service and hospitality and the golden rule,” Jordan said.

Southwest Airlines will not abandon free checked bags for all their customers. They will still credit two checked bags for their Rapid Rewards A-List Preferred Members and customers traveling on Business Select fares.

The move to premium preference extends to their rewards credit card members who will be credited one checked bag.

Foreman said he will look at the reward plans with the increased incentive, but he’ll also be looking at what other airlines offer too.

“With a family of four it will be hard for us to minimize the cost,” Foreman said. “I really wish Southwest would eliminate the cost of bags, and we’ll fly more frequently.”

Southwest Airlines is the largest domestic carrier by passenger count, but they bring in less revenue than Delta and American Airlines.

The new policy would start with flights booked on May 28. Southwest stock has rose about 9% Tuesday.