Source: Dallas Morning News
Author: Sheryl Jean

Southwest Airlines Co. is letting customers to move to the front of the line when boarding planes – for a fee.

Starting today, the Dallas-based carrier is letting travelers buy one of the earliest boarding positions – in the coveted “A” boarding group — for $40 per flight when available.

This means you get to board with the elite fliers and get first crack at the overhead baggage bins.

Customers can buy the new boarding option via credit card from a customer service agent only at the airport gate area 45 minutes before flights depart. Southwest said it decided to launch the program, after receiving positive feedback testing it last month in San Diego.

Rival American Airlines Inc. let its passengers do the same thing in mid-2011, when it announced a program called Express Seats. American travelers at the airport could buy the right to board in Group 1 (and buy seats at the front of the coach section) for up to $40.