Southwest built its brand on being a customer-friendly alternative to its competitors, and changing its free checked bag policy risks it becoming just another airline.

Dallas-based Southwest Airlines Co. is implementing a new round of changes — including charging travelers to check their bags. According to a release, the new initiatives reward the airline's most loyal customers while giving all customers more options.

Southwest Airlines has modified the earning levels of points on several fare classes. The discount carrier will increase points of its expensive fares, and decrease points of its more affordable fares. Southwest passengers can also earn points by booking hotel rooms, and cruise vacations.