As of 6/5/2017 there is a second request, which I also have, of asking for specific reasoning of why Southwest charges for putting our pets under the seat. Saying that the rate is consistent with other airlines is not an answer. And, BTW, I was going to travel with Southwest this fall to visit my brother because at least you had a low rate ($75) but now it has gone up. So can we please have an honest answer? Do you wonder why you see so many "emotional therapy" pets flying nowadays? It's because people have figured out how to get around these fares. Anxiety/depression are real, but there is not very much real science behind this trend. And wouldn't it be better if the pet fee were low enough that people could travel with their pet and continue to be private about their maladies? I have to agree with the reply above that suggests the fee is to discourage people to fly with their pets. And it is one more way that airlines can gouge us. Also, folks who complain about dogs being smelly are just sad people. I have never smelled a dog in 30+ years of flying. My guess is that a pet-friendly airline would have far more customer loyalty that it would with the sorts of people who grumble about pets.
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