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{{Short description|Low-cost airline of the United States}}
{{about|the United States airline|other similarly named airlines|Southwest Airlines (disambiguation)}}
{{Other uses|Southwest Airlines (disambiguation)}}
{{Use mdy dates|date=November 2011}}
{{Use mdy dates|date=September 2021}}
{{Coord|32.8467|-96.861|format=dms|display=title|region:US_type:landmark|name=Southwest Airlines Headquarters}}
{{Infobox airline
{{Infobox airline
| airline = Southwest Airlines
| airline = Southwest Airlines
| logo = Southwest Airlines logo 2014.svg
| image = File:Southwest_Airlines_logo_2014.svg
| image_size = 300
| logo_size =
| alt = Logo (2014–present), consisting of the name "Southwest" in blue letters followed by a heart in yellow, red and blue diagonal stripes
| alt = Logo (2014-present)
| IATA = WN
| IATA = WN
| ICAO = SWA
| ICAO = SWA
| callsign = SOUTHWEST
| callsign = SOUTHWEST
| founded = {{start date|1967|03|16}}
| founded = {{start date and age|1967|03|9|br=y}}<br />(as ''Air Southwest'')
| commenced = {{start date|1971|06|18}}
| commenced = {{start date and age|1971|6|18|br=y}}<br />(as ''Southwest Airlines'')
| ceased =
| ceased =
| aoc = SWAA304A
| aoc = SWAA304A
| bases =
| bases = {{ubl|class=nowrap
| [[Hartsfield–Jackson Atlanta International Airport|Atlanta]]
| hubs =
| [[Baltimore/Washington International Thurgood Marshall Airport|Baltimore]]
| secondary_hubs =
| [[Chicago Midway International Airport|Chicago–Midway]]
| focus_cities =
| [[Dallas Love Field|Dallas–Love]]
* [[Baltimore–Washington International Airport]]
* [[Chicago Midway International Airport]]
| [[Denver International Airport|Denver]]
| [[William P. Hobby Airport|Houston–Hobby]]
* [[Dallas Love Field]]
* [[Denver International Airport]]
| [[Harry Reid International Airport|Las Vegas]]
| [[Los Angeles International Airport|Los Angeles]]
* {{nowrap|[[General Mitchell International Airport]] <small>(Milwaukee)<ref>http://m.bizjournals.com/milwaukee/print-edition/2012/12/21/re-routed-diminished-airline-service.html?page=all&r=full</ref></small>}}
* [[Hartsfield–Jackson Atlanta International Airport]]
| [[Nashville International Airport|Nashville]]
* [[Lambert–St. Louis International Airport]]
| [[San Francisco Bay Oakland International Airport|Oakland]]
* [[Los Angeles International Airport]]
| [[Orlando International Airport|Orlando]]
* [[McCarran International Airport]] <small>(Las Vegas)</small>
| [[Phoenix Sky Harbor International Airport|Phoenix–Sky Harbor]]}}
| frequent_flyer = Rapid Rewards
* [[Nashville International Airport]]
| fleet_size = [[Southwest Airlines fleet|828]]<ref>{{Cite web |title=Southwest Airlines fleet |url=https://www.flightradar24.com/data/airlines/wn-swa/fleet |access-date=2024-11-08 |website=Flightradar24 |language=en}}</ref>
* [[Oakland International Airport]]
| destinations = [[List of Southwest Airlines destinations|121]]<ref>{{Cite web |title=Southwest Airlines |url=https://www.ch-aviation.com/portal/airline/WN |access-date=May 2, 2024 |website=ch-aviation |language=en}}</ref>
* [[Orlando International Airport]]
| traded_as = {{ubl|{{NYSE|LUV}}|[[DJTA]] component|[[S&P 500]] component}}
* [[Phoenix Sky Harbor International Airport]]
| num_employees = 74,806 (2023)<ref name=financial_results />
* [[San Diego International Airport]]
| headquarters = [[Love Field, Dallas, Texas|Love Field]], [[Dallas]], Texas, U.S.
* [[Tampa International Airport]]
| key_people = {{unbulleted indent list|
* [[William P. Hobby Airport]] <small>(Houston)</small>
| [[Bob Jordan (businessman)|Bob Jordan]] ([[President (corporate title)|President]] and [[Chief executive officer|CEO]])
| frequent_flyer = [[Southwest Airlines#Rapid Rewards|Rapid Rewards]]
| [[Rakesh Gangwal]] ([[Chair (officer)|Chair]] of the Board)
| lounge =
}}
| alliance =
| founders = {{ubl|class=nowrap
| subsidiaries =
| [[Herb Kelleher]]
| fleet_size = 687 <!--Don't list orders here -->
| [[Rollin King]]
| destinations = 93
}}
| company_slogan = ''If it matters to you, it matters to us''
| revenue = {{increase}} {{US$|26.1 billion|link=yes}} (2023)<ref name="financial_results">{{Cite web |url=https://www.sec.gov/ix?doc=/Archives/edgar/data/92380/000009238024000027/luv-20231231.htm |title=Southwest Airlines 2023 Annual Report (Form 10-K) |date=February 6, 2024 |access-date=March 18, 2024 |publisher=[[U.S. Securities and Exchange Commission]]}}</ref>
| parent =
| operating_income = {{decrease}} {{US$|224 million}} (2023)<ref name=financial_results />
| headquarters = [[Dallas, Texas|Dallas, Texas, USA]]
| net_income = {{decrease}} {{US$|465 million}} (2023)<ref name=financial_results />
| key_people =
| assets = {{increase}} {{US$|36.5 billion}} (2023)<ref name=financial_results />
* {{nowrap|[[Gary C. Kelly]] <small>(Chairman, President, CEO)</small>}}
| equity = {{decrease}} {{US$|10.5 billion}} (2023)<ref name=financial_results />
* [[Colleen Barrett]] <small>(President Emeritus) </small>
| website = {{URL|southwest.com}}
* [[Herb Kelleher]] <small>(Co-Founder, Former CEO, Chairman Emeritus)</small>
* [[Rollin King]] <small>(Co-Founder, Former Executive)</small>
| revenue = {{nowrap|{{increase}} [[US$]] 18.61&nbsp;billion <small>(2014)</small><ref name=10K>{{cite web |url=http://southwest.investorroom.com/index.php?s=43&item=1975 |title=Southwest Airlines Reports Increase in Annual Profits; 40th Consecutive Year Of Profitability |publisher=Swamedia.com |accessdate=2012-02-28}}</ref>}}
| operating_income = {{increase}} US$ 2.23 billion <small>(2014)</small><ref name=10K/>
| net_income = {{increase}} US$ 1.14 billion <small>(2014)</small><ref name=10K/>
| assets = {{increase}} US$ 4.27&nbsp;billion <small>(2014)</small><ref name=10K/>
| equity = {{decrease}} US$ 6.78&nbsp;billion <small>(2014)</small><ref name=10K/>
| num_employees = 45,000 <small>(2013)</small><ref name=10K/>
| website = {{URL|https://www.southwest.com}}
}}
}}
'''Southwest Airlines Co.''' ({{nyse|LUV}}) is a [[major carrier|major]] [[United States|U.S.]] airline and the world's largest [[low-cost carrier]], headquartered in [[Dallas, Texas|Dallas]], [[Texas]]. The airline was established in 1967<ref name=briefhistory/> and adopted its current name in 1971.<ref name=1966to1971/> The airline has nearly 46,000 employees {{as of|2014|12|lc=y|df=US}} and operates more than 3,400 flights per day.<ref name=factsheet>{{cite web |url=http://www.southwest.com/html/about-southwest/history/fact-sheet.html |title=Fact Sheet |year=2011 |work=swamedia.com |publisher=Southwest Airlines Co. |archiveurl=http://www.webcitation.org/5yONehPYr |archivedate=May 2, 2011 |accessdate=May 2, 2011 }}</ref> As of June 5, 2011, it carries the most domestic passengers of any U.S. airline.<ref>{{cite web|url=http://www.iata.org/ps/publications/wats-passenger-carried.htm |title=Scheduled Passengers Carried |author=International Air Transport Association |accessdate=January 20, 2012 |authorlink=International Air Transport Association}}</ref> As of November 2014, Southwest Airlines has scheduled service to 93 destinations in 41 states, [[Puerto Rico]] and abroad.


'''Southwest Airlines Co.''' is a [[Major airlines of the United States|major airline in the United States]] that operates on a [[low-cost carrier]] model. It is headquartered in [[Love Field, Dallas]], in the [[Dallas–Fort Worth metroplex]], and has scheduled service to 121 destinations in the United States and ten other countries.<ref>{{Cite web |title=Southwest Corporate Fact Sheet |url=https://www.swamedia.com/pages/corporate-fact-sheet |access-date=March 10, 2021 |website=Southwest Airlines Newsroom |language=en}}</ref> As of 2018, Southwest carried more domestic passengers than any other United States airline.<ref>{{Cite news |date=March 21, 2019 |title=2018 Traffic Data for U.S Airlines and Foreign Airlines U.S. Flights |publisher=[[United States Department of Transportation]] BTS |url=https://www.bts.dot.gov/newsroom/2018-traffic-data-us-airlines-and-foreign-airlines-us-flights |url-status=live |access-date=October 10, 2019 |archive-url=https://web.archive.org/web/20191011050438/https://www.bts.dot.gov/newsroom/2018-traffic-data-us-airlines-and-foreign-airlines-us-flights |archive-date=October 11, 2019}}</ref> It is currently the [[Largest airlines in the world|third largest airline]] in the world based on passengers flown.<ref>{{Cite web |title=Southwest Airlines Reports Fourth Quarter and Full Year 2022 Results |url=https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2023/01-26-2023-114537893 |access-date=July 2, 2023 |website=www.southwestairlinesinvestorrelations.com |language=en}}</ref>
Southwest Airlines has used only [[Boeing 737]]s, except for a few years in the 1970s and 1980s, when it leased a few [[Boeing 727]]s. As of August 2012 Southwest is the largest operator of the 737 worldwide with over 650 in service, each averaging six flights per day.<ref name=factsheet/>


The airline was established on March 9, 1967,<ref>{{Cite web |title=1966 to 1971 |url=http://swamedia.com/ |access-date=March 10, 2023 |website=Southwest Airlines Newsroom |language=en}}</ref> by [[Herb Kelleher]] and [[Rollin King]] as '''Air Southwest Co.''' and adopted its current name, Southwest Airlines Co., in 1971, when it began operating as an [[intrastate airline]] wholly within the state of Texas, first flying between Dallas, [[Houston]], and [[San Antonio]].<ref name="briefhistory">{{Cite web |year=2009 |title=Southwest Airlines – A Brief History |url=http://www.southwest.com/swamedia/swa_history.html |url-status=dead |archive-url=https://web.archive.org/web/20100818010355/http://www.southwest.com/swamedia/swa_history.html |archive-date=August 18, 2010 |access-date=January 6, 2011 |website=southwest.com |publisher=Southwest Airlines Co |quote=More than 38 years ago, Rollin King and Herb Kelleher got together to start a different kind of airline.}}</ref><ref name="1966to1971">{{Cite web |year=2011 |title=1966 to 1971 |url=http://www.swamedia.com/channels/By-Date/pages/1966-to-1971 |url-status=dead |archive-url=https://web.archive.org/web/20110628153807/http://swamedia.com/channels/By-Date/pages/1966-to-1971 |archive-date=June 28, 2011 |access-date=June 1, 2011 |website=swamedia.com |publisher=Southwest Airlines Co. |quote=March 15, 1967 Air Southwest Co. is incorporated.}}</ref> It began regional interstate service in 1979, expanding nationwide in the following decades. Southwest currently serves airports in 42 states and multiple [[Central America]]n destinations.
==History==


Southwest's business model is distinct from that of other US airlines. It uses a [[Airline hub#Banking|rolling hub]] and [[Point-to-point transit|point-to-point]] network and allows free [[checked baggage]]. Its fleet exclusively consists of [[Boeing 737]] jets.
===Early history===
[[Image:Boeing 737-2A1 N25SW Southwest SAT 17.10.75 edited-2.jpg|thumb|right|Southwest Airlines Boeing 737-200 wearing the original airline colors when landing at [[San Antonio International Airport|San Antonio]] in 1975]]


The airline has nearly 66,100 employees and operates about 4,000 daily departures during peak travel season.<ref name="factsheet">{{Cite web |date=October 24, 2019 |title=Corporate Fact Sheet |url=https://www.swamedia.com/pages/corporate-fact-sheet |url-status=live |archive-url=https://web.archive.org/web/20190409134508/https://www.swamedia.com/pages/corporate-fact-sheet |archive-date=April 9, 2019 |access-date=July 2, 2019 |website=swamedia.com |publisher=Southwest Airlines Co.}}</ref><ref>{{Cite web |title=Southwest Reports Record Third Quarter Net Income And Earnings Per Share |url=https://www.swamedia.com/releases/release-6598b7bbe9941afd92c1abe6722e6b76-southwest-reports-record-third-quarter-net-income-and-earnings-per-share |url-status=live |archive-url=https://web.archive.org/web/20191024152811/https://www.swamedia.com/releases/release-6598b7bbe9941afd92c1abe6722e6b76-southwest-reports-record-third-quarter-net-income-and-earnings-per-share |archive-date=October 24, 2019 |access-date=October 24, 2019 |website=Southwest Airlines Newsroom |date=October 24, 2019 |language=en}}</ref>
Southwest Airlines began with the March 15, 1967 incorporation of ''Air Southwest Co.'' by [[Rollin King]] and [[Herb Kelleher]] to fly within the state of Texas.<ref name=briefhistory>{{cite web |url=http://www.southwest.com/swamedia/swa_history.html |title=Southwest Airlines – A Brief History |year=2009 |work=southwest.com |publisher=Southwest Airlines Co |accessdate=January 6, 2011 |quote=More than 38 years ago, Rollin King and Herb Kelleher got together to start a different kind of airline.}}{{dead link|date=August 2013}}</ref><ref name=1966to1971>{{cite web |url=http://www.swamedia.com/channels/By-Date/pages/1966-to-1971 |title=1966 to 1971 |year=2011 |work=swamedia.com |publisher=Southwest Airlines Co. |accessdate=June 1, 2011 |quote=March 15, 1967 Air Southwest Co. is incorporated.}}</ref>


== History ==
Kelleher believed that by staying within Texas, the airline could avoid federal regulation.<ref name=cof>{{cite web |url=http://www.centennialofflight.net/essay/Social/impact/SH3.htm |title=Air Travel: Its Impact on the Way We Live and the Way We See Ourselves |first=James C. |last=Kruggel |work=centennialofflight.net |publisher=U.S. Centennial of Flight Commission |archiveurl=http://www.webcitation.org/5yOOoGQp7 |archivedate=May 2, 2011 |accessdate=May 2, 2011 |quote=A Texas attorney named Herbert Kelleher figured out that an airline flying within one state would escape federal regulation. He founded Southwest Airlines, serving only Texas, in 1971.}}</ref> Three airlines ([[Braniff]], [[Trans-Texas Airways|Trans-Texas]] and [[Continental Airlines]]) started legal action which was not resolved for three years. Air Southwest prevailed in 1970 when the [[Texas Supreme Court]] upheld Air Southwest’s right to fly within Texas.<ref>Original Court Decision Upheld, ''Texas International Airlines, Inc., Petitioner, v. Civil Aeronautics Board Respondent, Southwest Airlines Company, Intervenor Braniff Airways, Inc., Petitioner, v. Civil Aeronautics Board, Respondent, Southwest Airlines Company, Intervenor'', 473 F.2d 1150 (United States Court of Appeals, Dec 11, 1972)</ref> The Texas decision became final on December 7, 1970 when the [[Supreme Court of the United States|U.S. Supreme Court]] declined to review the case, without comment.<ref>Certiorari denied, 400 U.S. 943 (1970)</ref>
{{Main|History of Southwest Airlines}}
[[File:Southwest 737-2H4Adv N29SW.jpg|thumb|[[Boeing 737-200]] at [[William P. Hobby Airport]] in 1983]]
Southwest Airlines was founded in 1966 by [[Herbert Kelleher]] and [[Rollin King]], and incorporated as Air Southwest Co. in 1967. Three other airlines (Braniff, [[Trans-Texas Airways]], and [[Continental Airlines]]) took legal action to try to prevent the company from its planned strategy of undercutting their prices by flying only within Texas and thus being exempt from regulation by the federal [[Civil Aeronautics Board]]. The lawsuits were resolved in 1970, and in 1971 the airline changed its name to Southwest Airlines and began operating regularly scheduled flights between the [[Texas Triangle]] cities of Dallas, Houston, and San Antonio. In 1975, Southwest began flying to other cities in Texas, and in 1979, after passage of the [[Airline Deregulation Act]], it began flying to adjacent states. It started service to the East and the Southeast in the 1990s,<ref>{{Cite encyclopedia |title=Southwest Airlines Co. – American corporation |encyclopedia=britannica.com |url=https://www.britannica.com/topic/Southwest-Airlines-Co |access-date=November 15, 2016 |archive-url=https://web.archive.org/web/20161116022323/https://www.britannica.com/topic/Southwest-Airlines-Co |archive-date=November 16, 2016 |url-status=live}}</ref> and [[Denver International Airport|Denver]] in 2006,<ref name=densev>{{cite news |url=https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2006/03-01-2006 |publisher=Southwest Airlines |agency=Investor relations |title=Southwest Airlines begins service in Denver, announces additional flights and destinations |date=January 3, 2006 |access-date=December 27, 2023}}</ref> which is now its most popular destination. Southwest Airlines was profitable for 47 consecutive fiscal years, from 1973 through 2019.<ref>{{cite news |last=Arnold |first=Kyle |date=January 28, 2021 |title=Southwest Airlines posts first annual loss in 48 years, warns revenues will need to double to break even |url=https://www.dallasnews.com/business/airlines/2021/01/28/southwest-airlines-posts-first-annual-loss-in-48-years/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=February 22, 2021}}</ref>


Southwest experienced a [[2022 Southwest Airlines scheduling crisis|holiday meltdown in 2022]] resulting in the cancellation of thousands of flights representing over 70% of its schedule following [[Late December 2022 North American winter storm|the late December 2022 North American winter storm]].<ref>{{Cite web |date=December 27, 2022 |title=Nationwide travel nightmare hits Colorado Springs Airport as a domino effect leaves travelers stranded |url=https://www.koaa.com/news/covering-colorado/nationwide-travel-nightmare-hits-colorado-springs-airport-as-a-domino-effect-leaves-travelers-stranded |access-date=December 27, 2022 |website=KOAA News 5 |language=en}}</ref> As a result of the crisis, the airline reached a settlement with the [[United States Department of Transportation]] including a record-setting $140 million fine , the largest fine ever imposed by the agency by a factor of roughly 30, and reported losses exceeding $1.1 billion stemming from the crisis.<ref name="Reuters-fine" /><ref name="NYT-fine" /><ref name="BBC-fine" /><ref name=":1" /><ref name=":2" />
The story of Southwest’s legal fight was turned into a children’s book, ''Gumwrappers and Goggles'' <!-- ISBN needed-->by [[Winifred Barnum]] in 1983. In the story, TJ Love, a small jet, is taken to court by two larger jets to keep him from their hangar and to stop him from flying. In court, TJ Love’s right to fly is upheld after an impassioned plea from a character referred to as "The Lawyer". While no company names are mentioned in the book, TJ Love’s colors were those of Southwest Airlines, and the two other jets are colored in Braniff and Continental colors. The Lawyer resembles Herb Kelleher. The book was adapted into a stage musical, ''Show Your Spirit'', sponsored by Southwest Airlines and played only in cities served by the airline.<ref>{{cite web|url= http://www.poohbooli.com/bio.html |title=Winifred Barnum |accessdate=June 9, 2007}}</ref>
[[File:Boeing 727-227(Adv), Southwest Airlines JP5893149.jpg|thumbnail|Southwest Airlines [[Boeing 727-200]] at [[Phoenix Sky Harbor International Airport]] in 1984]]
On March 29, 1971 Air Southwest Co. changed its name to Southwest Airlines Co.<ref name=1966to1971 /> with headquarters in Dallas. Southwest began scheduled flights on June 18, 1971, Dallas to [[Houston]] and Dallas to [[San Antonio]] with three 737-200s.<ref name=factsheet /> The OAG for 15 October 1972 shows 61 flights a week each way between Dallas and Houston Hobby, 23 each way between Dallas and San Antonio and 16 each way between San Antonio and Houston; no flights were scheduled on Saturdays.


In May 2024, Southwest fares started showing on Google for the first time after long being excluded from the search engine's search results.<ref>{{Cite web |date=2024-05-23 |title=Southwest Airlines flights will appear in Google Flights results - CBS News |url=https://www.cbsnews.com/news/southwest-airlines-flights-google-flights-pilot-partnership/ |access-date=2024-06-05 |website=www.cbsnews.com |language=en-US}}</ref>
{{Rail freight
|title=Revenue passenger-kilometers, in millions
|float=left
|1975|480
|1979|2,405
|1985|8,587
|1990|16,024
|1995|37,535
|2000|67,923
|2005|97,097
|source=''Air Transport World''}}
Southwest Airlines founder Herb Kelleher studied [[California]]-based [[Pacific Southwest Airlines]] and used many of PSA’s ideas to form the [[corporate culture]] at Southwest. Early flights used the same "Long Legs And Short Nights" theme for stewardesses on board typical Southwest Airlines flights. A committee including the same person who had selected hostesses for [[Hugh Hefner]]'s Playboy jet selected the first [[flight attendants]], females described as long-legged dancers, majorettes and cheerleaders with "unique personalities." Southwest Airlines and [[Herb Kelleher]] dressed them in [[hot pants]] and [[go-go boots]].<ref>Freiberg, Kevin, and Jackie Freiberg. NUTS!. Austin, Texas: Bard Press, 1996.</ref>


Southwest lost $219 million in the fourth quarter of 2023<ref>{{cite press release |title=Southwest Airlines Reports Fourth Quarter and Full Year 2023 Results |url=https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2024/01-25-2024-114521040 |publisher=Southwest Airlines Investor Relations |website=southwestairlinesinvestorrelations.com |date=January 25, 2024 |access-date=September 10, 2024}}</ref> and $231M in the first quarter of 2024; that April, it announced it would limit hiring and cease serving four airports.<ref>{{cite news |title=Southwest will limit hiring and drop 4 airports after loss. American Airlines posts 1Q loss as well |url=https://apnews.com/article/airline-losses-southwest-american-317aafcf9ed80488fe4dacecb0abffab |publisher=Associated Press |website=apnews.com |date=April 25, 2024 |access-date=September 10, 2024 |last=Koenig |first=David}}</ref> In June 2024, [[Elliott Investment Management]], an [[activist investor|activist investment]] fund, announced that it had bought $1.9 billion in Southwest stock and would seek to oust leadership at the carrier, arguing it had "failed to evolve" citing "leadership’s stubborn unwillingness to evolve the Company’s strategy."<ref>{{Cite web |date=June 10, 2024|title=An investment firm has taken a $1.9 billion stake in Southwest Airlines and wants to oust the CEO |url=https://apnews.com/article/southwest-airlines-elliott-management-investment-0fb6de334552718769677d77f03a64ee |access-date=2024-09-04 |website=AP News |language=en}}</ref> That September, in response to pressure from Elliott, Southwest announced that [[Gary C. Kelly]] would retire in 2025 rather than seeking reelection as [[chair (officer)|executive chairman]], and that several members of the corporate board would be replaced. [[Bob Jordan (businessman)|Bob Jordan]] remained as [[chief executive officer]] (CEO) despite Elliot's efforts to oust him.<ref name=shakeup>{{cite news |last=Skores |first=Alexandra |date=September 10, 2024 |title=Southwest Airlines caves to activist investor pressure, shakes up board |url=https://www.dallasnews.com/business/airlines/2024/09/10/southwest-airlines-caves-activist-investor-pressure-shakes-up-board/ |url-access=limited |access-date=September 10, 2024 |work=[[The Dallas Morning News]] |location=Dallas, Texas}}</ref><ref name=nyt-ouster>{{cite news |last1=Choksi |first1=Niraj |last2=Hirsch |first2=Lauren |url=https://www.nytimes.com/2024/09/10/business/southwest-airlines-board-elliott-management.html |url-access=limited |title=Southwest Airlines Agrees To Board Changes After Pressure From Elliott |work=The New York Times |date=September 10, 2024 |access-date=September 11, 2024}}</ref>
''[[The New York Times]]'' wrote in 1971 that Southwest Airlines President Lamar Muse, "says frankly—and repeatedly—that Southwest Airlines has been developed from its inception around the ideas that have proven to be successful for Pacific Southwest Airlines". "We don't mind being copycats of an operation like that", referring to a visit he and other Southwest executives made to PSA as they assembled their operating plans. PSA welcomed them and even sold them flight and operations training. Muse later wrote that creating the operations manuals for his upstart airline was “primarily a cut and paste procedure” and it is said that “Southwest Airlines copied PSA so completely that you could almost call it a photocopy.”<ref>Collins, Jim and Morten T. Hansen. Great by Choice. New York, NY: HarperCollins Publishers, 2011.</ref>


In September 2024, Southwest Airlines announced its first airline partnership with [[Icelandair]].<ref>{{Cite web |title=A new partnership: Icelandair and Southwest Airlines {{!}} Icelandair US |url=https://www.icelandair.com/blog/new-partnership-icelandair-southwest/ |access-date=2024-09-27 |website=www.icelandair.com |language=en-US}}</ref>
The rest of 1971 and 1972 saw operating losses. One of the four 737s was sold to [[Frontier Airlines (1950-1986)|Frontier Airlines]] and the proceeds used for payroll and other expenses. Southwest continued a schedule based on four aircraft but using only three, so the "ten minute turn" was born and was the standard ground time for many years.<ref>{{cite web|title=Why and how Southwest Airlines uses consultants |url=http://www.utsc.utoronto.ca/~bovaird/c19/SW%20Airlines.htm |author=Libby Sartain |publisher=Journal of Management Consulting |year=1998 |accessdate=June 9, 2007}}</ref><ref>{{cite web|url=http://www.swamedia.com/channels/By-Category/pages/major-initiatives |title=Southwest Airlines Newsroom: By Category |publisher=Swamedia.com |accessdate=2013-07-29}}</ref>


In November 2024, five of Elliot's nominees were seated on Southwest’s board—the largest number of board seats ever gained by Elliott in a settlement with a U.S. company<ref name=reuters-gangwal>{{Cite news |author=<!--not stated--> |date=November 4, 2024 |title=Southwest names aviation veteran Gangwal as board chairperson |url=https://www.reuters.com/business/aerospace-defense/southwest-names-aviation-veteran-gangwal-board-chairperson-2024-11-04/ |access-date=November 8, 2024 |work=Reuters}}</ref>—and Kelly retired early.<ref>{{cite news |url=https://www.cbsnews.com/texas/news/southwest-airlines-executive-chairman-gary-kelly-retires-early-board-announces-new-members/ |last1=Gowdy |first1=ShaCamree |last2=White |first2=Dawn |title=Southwest Airlines Executive Chairman Gary Kelly retires early, Board announces new members |publisher=CBS News |date=October 27, 2024 |access-date=November 8, 2024}}</ref> Southwest simultaneously promoted industry veteran [[Rakesh Gangwal]], had been appointed to the board in July 2024, to chair of the board. Gangwal is co-founder of India's largest airline [[IndiGo]] and a former senior executive at [[United Airlines]] and [[US Airways]].<ref name=reuters-gangwal/><ref>{{Cite web |date=November 4, 2024|title=Southwest Airlines Names Rakesh Gangwal Chair Of The Board And Announces New Committee Chairs |url=https://newsroom.aviator.aero/southwest-airlines-names-rakesh-gangwal-chair-of-the-board-and-announces-new-committee-chairs/ |access-date=November 8, 2024 |website=AVIATOR |language=en}}</ref>
====Wright Amendment====
The [[Wright Amendment]] of 1979 is a federal law that governs traffic at [[Dallas Love Field]], the pre-1974 airport in Dallas. It originally limited most nonstop flights to destinations within Texas and neighboring states. The limits began to phase out in 1997 and 2005; in 2006, the amendment was repealed, with some restrictions intact until 2014, but added a restriction on the number of gates allowed.<ref>[http://www.statesman.com/news/content/gen/ap/TX_Wright_Amendment.html ]{{dead link|date=December 2012}}</ref>


== Destinations ==
When [[airline deregulation]] came in 1978, Southwest began to plan interstate flights from Love Field, causing groups affiliated with [[Dallas/Fort Worth International Airport]], including the city of [[Fort Worth, Texas]], to push the [[Wright Amendment]] throug
{{Main|List of Southwest Airlines destinations}}
h Congress to restrict such flights.<ref name= WAH>{{cite web|title=History of the Wright Amendment |url=http://www.setlovefree.com/historyofwright.html |archiveurl=http://web.archive.org/web/20050507180104/http://www.setlovefree.com/historyofwright.html |archivedate=May 7, 2005 |author=Southwest Airlines |accessdate=June 10, 2007}}</ref> Under the amendment, Southwest and other airlines were barred from operating or even ticketing passengers on flights from Love Field to destinations beyond the states that border Texas. The Wright Amendment’s restrictions did not apply to aircraft with 56 or fewer seats; Southwest did not use the 56 seat loophole.<ref>{{cite web|url=http://www.planespotters.net/Airline/Southwest-Airlines |title=Southwest Airlines Fleet Details and History – Planespotters.net Just Aviation |publisher=Planespotters.net |accessdate=2013-07-29}}</ref> Southwest's first schedule out of Texas was Hobby to New Orleans about February 1979.
{{As of|2024|1}}, Southwest Airlines flies to over 100 destinations in 42 states, [[Puerto Rico]], [[Mexico]], [[Central America]], and the [[Caribbean]].<ref>{{Cite web |title=Southwest Airlines - Route Map |url=https://www.southwest.com/flight/routemap_dyn.html |access-date=May 25, 2021 |website=southwest.com}}</ref> Southwest uses a [[Point-to-point transit|point-to-point]] system combined with a [[Depeaking|rolling-hub]] model in its base cities, in contrast to the [[Spoke-hub distribution paradigm|hub-and-spoke]] system of other major airlines.


== Fleet ==
In 1997 Southwest’s efforts paid off with the [[Shelby Amendment]], which added [[Alabama]], [[Mississippi]] and [[Kansas]] to the allowed destinations. Southwest began nonstop service between Dallas Love Field and [[Birmingham, Alabama]].<ref>{{cite web|url=http://www.swamedia.com/channels/By-Date/pages/1995-to-1997 |title=Southwest Airlines Newsroom: By Date |publisher=Swamedia.com |accessdate=2013-07-29}}</ref>
<!-- This section is an excerpt of the intro to the Southwest Airlines fleet page. Please do not add a fleet table to this section. Detailed fleet information is covered in the posted Southwest Airlines fleet page.-->
{{Excerpt|Southwest Airlines fleet}}


==Passenger experience==
====Network expansion====
{{Advert|date=May 2024}}
Southwest Airlines solely offers economy class seating and does not have business class or first class cabins on its aircraft.<ref>{{Cite news|last=Glusac|first=Elaine|date=August 20, 2020|title=5 Things We Know About Flying Right Now|language=en-US|work=The New York Times|url=https://www.nytimes.com/2020/08/20/travel/airplanes-coronavirus.html|access-date=April 27, 2021|issn=0362-4331}}</ref>


The company permits two free-of-charge checked bags per passenger,<ref>{{Cite news|last=Martín|first=Hugo|date=July 28, 2015|title=Southwest Airlines will keep its 'bags fly free' policy |url=https://www.latimes.com/business/la-fi-southwest-airlines-free-checked-bags-20150728-story.html|access-date=April 27, 2021 |work=Los Angeles Times |language=en-US}}</ref><ref>{{Cite web |title=Checked baggage |url=https://www.southwest.com/help/baggage/checked-baggage |access-date=August 26, 2023 |website=southwest.com}}</ref> and passengers are permitted to change their flight up to 10 minutes prior to their flights without extra charge. In the event of a cancellation, passengers are refunded a travel credit in the amount spent on their ticket, and the credit may be used toward other Southwest Airlines or Southwest Vacations purchase. The credit does not expire.<ref>{{cite news |last1=Arnold |first1=Kyle |title=Southwest Airlines says flight credits won't expire |url=https://www.dallasnews.com/business/airlines/2022/07/28/southwest-airlines-says-new-flight-credits-wont-expire/ |access-date=August 11, 2022 |work=The Dallas Morning News |date=July 28, 2022 |language=en}}</ref>
Southwest just flew to DAL, HOU and SAT until 1975 when it added Harlingen. In 1979 it flew to eleven Texas cities and added its first route out of the state, Houston-New Orleans, around the end of the year. In 1981 it expanded north to Tulsa and Oklahoma City and west to Albuquerque; in 1982, north to Kansas City and west to Phoenix, Las Vegas and California.


Southwest offers free in-flight nonalcoholic beverages and offers alcoholic beverages for sale for $6 to $7 per beverage. Free alcoholic drinks are offered to passengers who are at least 21 on some holidays such as [[Valentine's Day]] and [[Halloween]]. They also have complimentary snacks on all flights. Southwest has become known for colorful boarding announcements and crews who sometimes burst out in song.<ref>{{Cite web |last=Kasperkevic |first=Jana |date=March 13, 2012 |title=Southwest Airlines Has A Secret Weapon To Make Everyone Love Flying |url=http://www.businessinsider.com/this-airlines-flight-attendants-vow-planes-full-of-people-by-singing-2012-3 |url-status=live |archive-url=https://web.archive.org/web/20141107021040/http://www.businessinsider.com/this-airlines-flight-attendants-vow-planes-full-of-people-by-singing-2012-3 |archive-date=November 7, 2014 |access-date=November 6, 2014 |website=[[Business Insider]]}}</ref><ref>{{Cite news |last=Forgione |first=Mary |date=April 18, 2014 |title=Southwest, other airlines take safety talks to new, hilarious heights |url=http://www.latimes.com/travel/deals/la-trb-air-safety-instructions-20140417-story.html |url-status=live |archive-url=https://web.archive.org/web/20141030222539/http://www.latimes.com/travel/deals/la-trb-air-safety-instructions-20140417-story.html |archive-date=October 30, 2014 |access-date=November 6, 2014 |newspaper=[[LA Times]]}}</ref><ref>{{Cite web |last=Goldstein |first=Sasha |date=April 14, 2014 |title=Southwest Airlines flight attendant gives hilarious safety speech |url=http://www.nydailynews.com/news/national/watch-southwest-airlines-flight-attendant-hilarious-safety-speech-article-1.1756444 |url-status=live |archive-url=https://web.archive.org/web/20141110174124/http://www.nydailynews.com/news/national/watch-southwest-airlines-flight-attendant-hilarious-safety-speech-article-1.1756444 |archive-date=November 10, 2014 |access-date=November 6, 2014 |website=[[NY Daily News]]}}</ref><ref>{{Cite news |last=Grossman |first=David |date=October 17, 2005 |title=I don't hate Southwest anymore |work=USA Today |url=https://www.usatoday.com/travel/columnist/grossman/2005-10-14-grossman_x.htm |url-status=live |access-date=June 10, 2007 |archive-url=https://web.archive.org/web/20070702142850/http://www.usatoday.com/travel/columnist/grossman/2005-10-14-grossman_x.htm |archive-date=July 2, 2007}}</ref>
Flights to Denver started in 1983 (and ended in 1986), to Little Rock 1984, to St Louis and Chicago Midway in 1985, to Nashville in 1986 and to Detroit Metro and Birmingham in 1987. Eastward expansion resumed in 1992 with Cleveland and Columbus, then Baltimore in 1993. The Pacific Northwest started in 1994 after the Morris Air takeover; Tampa and Fort Lauderdale started in January 1996. East to Providence in 1997, Manchester in 1998, and Islip and Raleigh-Durham in 1999.


[[File:Southwest Boarding Process.jpg|thumb|right|upright|Southwest's boarding process at an airport gate]]
Southwest's only route within California was San Francisco-San Diego until it started Oakland in 1989; in the next few years its capacity on the West Coast ballooned.
Prior to 2007, Southwest boarded passengers by grouping the passengers into three groups, labeled A, B and C. Passengers would line up at their specified letter and board.<ref name="abcnews">{{Cite web |last=De Lollis |first=Barbara |date=September 19, 2007 |title=Southwest to Change Boarding Process – ABC 123 News |url=https://abcnews.go.com/Travel/story?id=3624856&page=1#.UEEvWkLT0fM |url-status=live |archive-url=https://web.archive.org/web/20131217073745/https://abcnews.go.com/Travel/story?id=3624856&page=1#.UEEvWkLT0fM |archive-date=December 17, 2013 |access-date=December 19, 2012 |publisher=Abcnews.com}}</ref>


In 2007, Southwest modified its boarding procedure by introducing a number. Each passenger receives a letter (A, B, or C) and a number 1 through 60. Passengers lineup in numerical order within each letter group and choose any open seat on the aircraft.<ref name="abcnews" /> A 2012 study on the television series ''[[MythBusters]]'', found this to be the fastest method currently in use for passengers to board a plane; on average, it is 10 minutes faster than the standard method.<ref>Stromberg, Joseph. [https://www.vox.com/2014/4/25/5647696/the-way-we-board-airplanes-makes-absolutely-no-sense The way we board airplanes makes absolutely no sense] {{Webarchive|url=https://web.archive.org/web/20170801034855/https://www.vox.com/2014/4/25/5647696/the-way-we-board-airplanes-makes-absolutely-no-sense |date=August 1, 2017}}. [[Vox (website)|Vox]], April 25, 2014.</ref> The airline was also number-one on the 2020 Airline Quality Rating list.<ref>{{cite news|last=Kelly |first=Matthew |url=https://www.kansas.com/news/business/aviation/article251071124.html |title=Southwest Airlines named best carrier after turbulent year for industry |date=May 3, 2021 |work=[[The Wichita Eagle]]}}</ref>
===1980s–2000s===
Southwest hired their first [[African American|black]] pilot, [[Louis Freeman (pilot)|Louis Freeman]], in 1980. In 1992 he was named the first black [[pilot in command|chief pilot]] of any major U.S. airline.<ref>{{Cite news | title = BWI Airport and Southwest Airlines Salute African American Aviation Pioneers – 1st African American Chief Pilot, 1st African American President of female flying organization highlight Feb. 24 program | publisher=Baltimore/Washington International Airport | date = February 5, 2005 | url = http://www.bwiairport.com/press_room/press_releases/106/ | archiveurl = http://web.archive.org/web/20070515071720/http://www.bwiairport.com/press_room/press_releases/106/ | archivedate = May 15, 2007 | accessdate =June 9, 2006 }}</ref>


Southwest has a "customer of size" policy in which the cost of a second seat is refunded for any [[Obesity|plus-sized]] travelers who take up more room than one seat.<ref>{{Cite web |last=Milchtein |first=Chaya |title=Flying is the hardest part of traveling while fat: Here are 9 ways to make it easier |url=https://www.usatoday.com/story/travel/columnist/2022/08/01/plus-size-travel-plane-travel-tips/10154213002/ |access-date=August 12, 2022 |website=USA TODAY |language=en-US}}</ref><ref>{{Cite web |title=Customer of Size Information |url=https://www.southwest.com/help/additional-travel-accommodations/extra-seat-policy |access-date=August 12, 2022 |website=Southwest Airlines}}</ref>
Southwest's Houston Pilot Base opened on June 1, 1984. Houston was their first crew base outside Dallas.<ref>{{cite web|url=http://www.swamedia.com/channels/By-Category/pages/openings-closings |title=Southwest Airlines Newsroom: By Category |publisher=Swamedia.com |accessdate=December 19, 2012}}</ref>


On July 25, 2024, Southwest announced that it would soon be ending its long-standing open seating policy.<ref>{{Cite web |date=July 25, 2024 |title=Southwest Airlines is getting rid of open seating |url=https://www.cnn.com/2024/07/25/investing/southwest-airlines-assigned-seats/index.html |access-date=July 25, 2024 |website=CNN |language=en}}</ref><ref>{{cite web | url=https://abcnews.go.com/GMA/Travel/southwest-airlines-moves-assigned-seats-adds-premium-cabin/story?id=112261721 | title=Southwest Airlines moves to assigned seats, adds premium cabin with more legroom, redeye flights | website=[[ABC News (United States)|ABC News]] }}</ref> The airline will start assigning seats, introduce premium seating options with more legroom, and launch overnight flights beginning in 2026.<ref>{{cite web |last=Koenig |first=David |url=https://apnews.com/article/southwest-changes-seating-boarding-hedge-fund-ba6a97380df6201e9a35335d3202fc8a |title=Southwest Airlines says it will introduce assigned seats and premium perks in 2026 |work=[[AP News]] |date=September 26, 2024 |access-date=September 26, 2024}}</ref>
[[File:Classic Colors Southwest Airlines N648SW Boeing 737-3H4 SJC.jpg|thumb|A 737–300 (N648SW) pictured in Southwest's original desert gold livery.]]
On November 30, 1984 Southwest took delivery of their first Boeing 737–300. Southwest was the launch customer and as of May 2012 is the largest operator of the aircraft type.<ref name=SWA_History>{{cite web|url=http://www.fundinguniverse.com/company-histories/Southwest-Airlines-Co-Company-History.html |title=Southwest Airlines Co. – Company History |publisher=Funding Universe |accessdate=31 May 2012}}</ref> The first 737-300 was dubbed "Kitty Hawk."<ref>{{cite web|url=http://www.swamedia.com/channels/By-Category/pages/specialty-aircraft |title=Southwest Airlines Newsroom: By Category |publisher=Swamedia.com |accessdate=December 19, 2012}}</ref>


===In-flight entertainment===
Southwest paid US$60.5&nbsp;million in stock and cash for [[Muse Air]] when Muse was on the verge of collapse in 1985. After completing the acquisition, Southwest renamed MuseAir [[TranStar Airlines]]. TranStar became a wholly owned subsidiary of Southwest and operated as an independent airline. Unwilling to compete in a fare war against [[Frank Lorenzo]]'s [[Texas Air]], Southwest eventually sold TranStar's assets to Lorenzo in August 1987.<ref name=bloomberg>{{cite news |url=http://www.bloomberg.com/news/2010-09-27/southwest-airlines-agrees-to-buy-airtran-for-1-4-billion-in-cash-shares.html |title=Southwest CEO Risks Keep-it-Simple Strategy to Reignite Growth |first1=Mary |last1=Schlangenstein |first2=John |last2=Hughes |date=October 28, 2010 |publisher=Bloomberg L.P |archiveurl=http://www.webcitation.org/5vh7wuxod |archivedate=January 12, 2011 |accessdate=January 12, 2011 |quote=...Morris Air in 1993 for $134&nbsp;million in stock and Muse Air in 1985 for $60.5&nbsp;million in stock and cash....}}</ref><ref name=fortune>{{cite news |url=http://money.cnn.com/magazines/fortune/fortune_archive/2001/05/28/303852/index.htm |title=The Chairman Of the Board Looks Back |first1=Katrina |last1=Brooker |first2=Alynda |last2=Wheat |date=May 28, 2001 |work=money.cnn.com/magazines/fortune |publisher=Cable News Network |archiveurl=http://www.webcitation.org/5vh8rKNaE |archivedate=January 12, 2011 |accessdate=January 12, 2011 |quote=By 1985 it was on the verge of collapse. We wound up buying it, renamed it TranStar, and operated it as an independent airline.}}</ref>
As of September 2023, [[Wi-Fi]] costs $8, and allows for streaming live television, movies, streaming music, and app messaging.<ref name=":0">{{Cite web |title=Inflight Entertainment & Drink Menus {{!}} Southwest Airlines |url=https://www.southwest.com/inflight-entertainment-portal/?clk=7244032 |access-date=September 2, 2023 |website=southwest.com}}</ref> After completing a testing phase that began in February 2009, Southwest announced on August 21, 2009, that it would begin rolling out in-flight Wi-Fi Internet connectivity via Global Eagle Entertainment's satellite-broadband-based product. Southwest began adding Wifi to its aircraft in the first quarter of 2010. The airline began testing streaming live television in the summer of 2012 and video on demand in January 2013.<ref>{{Cite web |title=WiFi Access – Southwest Airlines |url=http://www.southwest.com/wifi/?int=GFOOTER-PRODUCTS-WIFI |url-status=live |archive-url=https://web.archive.org/web/20120223142206/http://www.southwest.com/wifi/?int=GFOOTER-PRODUCTS-WIFI |archive-date=February 23, 2012 |access-date=February 28, 2012 |publisher=Southwest.com}}</ref><ref>{{Cite web |last=Vargo |first=Angela |date=February 19, 2013 |title=Video &#124; Nuts About Southwest |url=http://www.blogsouthwest.com/video/tv-and-movies-demand-wifis-got-it |url-status=live |archive-url=https://web.archive.org/web/20130920210807/http://www.blogsouthwest.com/video/tv-and-movies-demand-wifis-got-it/ |archive-date=September 20, 2013 |access-date=June 20, 2013 |website=Blogsouthwest.com}}</ref> As of September 2, 2023, live in-flight TV, movies, messaging (iMessage and WhatsApp)<ref name=":0" /> and real-time flight-tracking information via Wi-Fi is available to passengers, with full Internet access available at a fee for regular passengers.<ref>{{Cite news |title=Free Movies Join Suite Of Complimentary Offerings Onboard Southwest Airlines Inflight Entertainment Portal |work=Southwest Airlines Newsroom |url=https://www.swamedia.com/releases/release-4a9b971b8c582c3ffbc702f1a20011cf-free-movies-join-suite-of-complimentary-offerings-onboard-southwest-airlines-inflight-entertainment-portal |url-status=live |access-date=November 1, 2018 |archive-url=https://web.archive.org/web/20181206235022/https://www.swamedia.com/releases/release-4a9b971b8c582c3ffbc702f1a20011cf-free-movies-join-suite-of-complimentary-offerings-onboard-southwest-airlines-inflight-entertainment-portal |archive-date=December 6, 2018}}</ref>


===Rapid Rewards===
Southwest moved into their current headquarters in 1990. Previously, the airline was headquartered in the 1820 Regal Row building in Dallas, by Love Field.<ref>''World Airline Directory''. Flight International. March 20, 1975. "[http://www.flightglobal.com/pdfarchive/view/1975/1975%20-%200565.html 503].</ref> At that time the headquarters had {{convert|256000|sqft|sqm}} of space and approximately 650 employees.<ref name="ExpandHQTraining">"[http://findarticles.com/p/articles/mi_m0EIN/is_1996_March_13/ai_18083730/ Southwest Airlines to expand headquarters and training facilities near Love Field]." ''[[Business Wire]]''. March 13, 1996. Retrieved on March 4, 2010.</ref> The current headquarters facility was built at a cost of $15&nbsp;million in 1990 dollars.<ref>"[http://nl.newsbank.com/nl-search/we/Archives?p_product=DM&p_theme=dm&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0ED3D0FBF64DCA63&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM Southwest will report slim profit]." ''[[The Dallas Morning News]]''. April 26, 1990. Retrieved on March 4, 2010. "Mr. Kelleher, who made his remarks at the opening of the airline's new $15&nbsp;million headquarters facility at Dallas Love Field,"</ref> In early 1995 the building received an additional {{convert|60000|sqft|sqm}} of space. {{as of|2006|df=US}} about 1,400 employees worked in the three story building.<ref name="ExpandHQTraining"/>
Southwest first began to offer a [[frequent-flyer program]] on June 18, 1987, calling it '''The Company Club'''. The program credited for trips flown regardless of distance.<ref name="company_club">{{Cite web |year=2011 |title=1985 to 1989 |url=http://www.swamedia.com/channels/By-Date/pages/1985-to-1989 |url-status=dead |archive-url=https://web.archive.org/web/20101206065911/http://www.swamedia.com/channels/By-Date/pages/1985-to-1989 |archive-date=December 6, 2010 |access-date=January 11, 2011 |website=swamedia.com |publisher=Southwest Airlines Co |quote=...Southwest introduces "The Company Club," a frequent-flyer program based on total trips flown, regardless of distance...}}</ref> Southwest Airlines renamed its frequent-flyer program '''Rapid Rewards''' on April 25, 1996.<ref name="rr_name">{{Cite web |year=2011 |title=1995 to 1997 |url=http://www.swamedia.com/channels/By-Date/pages/1995-to-1997 |url-status=dead |archive-url=https://web.archive.org/web/20100807004037/http://swamedia.com/channels/By-Date/pages/1995-to-1997 |archive-date=August 7, 2010 |access-date=January 11, 2011 |website=swamedia.com |publisher=Southwest Airlines Co |quote="Rapid Rewards" officially takes the place of the "Company Club" as the new name for our frequent flier program.}}</ref>


The original Rapid Rewards program offered one credit per one-way flight from an origin to a destination, including any stops or connections on Southwest Airlines. When 16 credits were accumulated in a 24-month period, Southwest awarded one free round-trip ticket that was valid for 12 months.<ref name="rr_old_rules">{{Cite web |date=August 2, 2010 |title=Rapid Rewards Membership Rules |url=http://www.southwest.com/rapid_rewards/rules_and_regs.html |url-status=live |archive-url=https://web.archive.org/web/20101224142436/http://www.southwest.com/rapid_rewards/rules_and_regs.html |archive-date=December 24, 2010 |access-date=January 11, 2011 |website=southwest.com |publisher=Southwest Airlines Co |quote=One credit will be given for each Southwest Airlines flight flown.}}</ref>
In 1990, the airline registered their aircraft in Houston so they could pay aircraft taxes in Houston, even though the actual corporate headquarters were in Dallas. Southwest was not physically relocating any assets, but Texas state law allowed the airline to choose either Dallas or Houston as the city of registry of their aircraft.<ref>Ragland, James and Martin Zimmerman. "[http://nl.newsbank.com/nl-search/we/Archives?p_product=DM&p_theme=dm&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0ED3D0F7F5E3287E&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM Airline changing jets'tax status Southwest's maneuver will cut local revenues by $7&nbsp;million]." ''[[The Dallas Morning News]]''. April 12, 1990. Retrieved on March 4, 2010.</ref>


On March 1, 2011, Rapid Rewards changed to a points system based on ticket cost. Members earn and redeem points based on a four-tier fare scale multiplier and the cost of the ticket. Changes also included no [[blackout dates]], seat restrictions, or expiring credits. Since October 18, 2019, Rapid Rewards points do not expire as long as the member is alive.<ref>{{Cite web |title=Southwest Announces Updates To Rapid Rewards, Companion Pass, And More |url=https://www.swamedia.com/releases/release-6598b7bbe9941afd92c1abe6720b1bea-southwest-announces-updates-to-rapid-rewards-companion-pass-and-more |url-status=live |archive-url=https://web.archive.org/web/20191024152810/https://www.swamedia.com/releases/release-6598b7bbe9941afd92c1abe6720b1bea-southwest-announces-updates-to-rapid-rewards-companion-pass-and-more |archive-date=October 24, 2019 |access-date=October 24, 2019 |website=Southwest Airlines Newsroom |date=October 18, 2019 |language=en}}</ref> It also adds more options to use points.<ref name="rr_pr">{{Cite web |date=January 5, 2011 |title=Southwest Airlines Introduces The All-New Rapid Rewards Program! |url=http://swamedia.com/releases/e7b3eef4-9551-7110-d957-0d004d252569 |url-status=dead |archive-url=https://web.archive.org/web/20110107163152/http://swamedia.com/releases/e7b3eef4-9551-7110-d957-0d004d252569 |archive-date=January 7, 2011 |access-date=January 11, 2011 |website=swamedia.com |publisher=Southwest Airlines Co |quote=...Rapid Rewards program, the carrier's frequent flyer program...}}</ref><ref name="rr_new">{{Cite web |year=2011 |title=Redeem Points |url=http://www.southwest.com/newRR/redeemPoints.do |url-status=live |archive-url=https://web.archive.org/web/20110107184232/http://www.southwest.com/newRR/flashCheck.do |archive-date=January 7, 2011 |access-date=January 11, 2010 |website=southwest.com |publisher=Southwest Airlines Co |quote=Lower fares require fewer points.}}</ref><ref>{{Cite web |last=Green |first=Ryan |title=Blog &#124; Nuts About Southwest |url=https://www.blogsouthwest.com/blog/introducing-all-new-rapid-rewards-blog-post |url-status=dead |archive-url=https://web.archive.org/web/20120303153948/http://www.blogsouthwest.com/blog/introducing-all-new-rapid-rewards-blog-post |archive-date=March 3, 2012 |access-date=July 29, 2013 |publisher=Blogsouthwest.com}}</ref><ref>{{Cite web |title=Keep Rapid Rewards account active – Rapid Rewards Promotions |url=https://www.southwest.com/html/rapidrewards/promotions/rr-points-keep-active.html |url-status=live |archive-url=https://web.archive.org/web/20190104231257/https://www.southwest.com/html/rapidrewards/promotions/rr-points-keep-active.html |archive-date=January 4, 2019 |access-date=January 4, 2019 |website=Southwest Airlines}}</ref>
Southwest acquired [[Morris Air]], a competing airline based in Salt Lake City, Utah, in 1992, paying US$134&nbsp;million in stock.<ref name=funduniv>{{cite web |url=http://www.fundinguniverse.com/company-histories/Morris-Travel-Services-LLC-Company-History.html |title=Morris Travel Services L.L.C |year=2011 |work=fundinguniverse.com |publisher=Funding Universe LLC |archiveurl=http://www.webcitation.org/5vhA4ukDi |archivedate=January 12, 2011 |accessdate=January 12, 2011 |quote=In December 1993 Southwest Airlines, headed by Herb Kelleher, acquired Morris Air.}}</ref> After completing the purchase, Southwest absorbed the capital and routes of Morris Air into Southwest's inventory and service, including Morris' Pacific Northwest destinations not previously served by Southwest.<ref name=seatimes>{{cite news |url=http://seattletimes.nwsource.com/html/nationworld/2009383963_apussouthwesttimeline.html |title=A Timeline of Southwest Airlines at a Glance |agency=Associated Press |authorlink=Associated Press |date=June 25, 2009 |work=seattletimes.com |archiveurl=http://www.webcitation.org/5vhAqwABL |archivedate=January 12, 2011 |accessdate=January 12, 2011 |quote=Acquires Morris Air to expand into the Pacific Northwest.}}</ref> One founder of Morris Air, [[David Neeleman]], worked with Southwest for a short period before leaving to found [[WestJet]] and then [[JetBlue Airways]], a competing airline.<ref name=Peterson>{{Cite book |first=Barbara S. |last=Peterson |title=Blue Streak: Inside jetBlue, the Upstart that Rocked an Industry |publisher=Portfolio Hardcover |year=2004 | isbn=1-59184-058-9 }}</ref>


== Corporate affairs ==
[[File:Southwest 737-200 N702ML.jpg|thumb|left|[[Boeing 737-200]] in [[Midway Airlines (1976–1991)|Midway Airlines]]/Southwest Airlines hybrid livery in 1991]]
=== Business trends ===

The key trends for Southwest Airlines are (as of the financial year ending December 31):<ref>{{Cite web |title=Southwest Airlines - Annual Reports |url=https://www.southwestairlinesinvestorrelations.com/financials/company-reports/annual-reports |access-date=2024-07-25 |website=www.southwestairlinesinvestorrelations.com |language=en}}</ref>
On March 16, 1995, Southwest became one of the first airlines to have a website. Originally called the "Southwest Airlines Home Gate", passengers could view schedules, a route map and company information at [http://www.iflyswa.com/ Iflyswa.com].<ref>{{cite web|url=http://www.blogsouthwest.com/2006/04/21/luv-and-the-blogoshpere/ |title=LUV and the Blogosphere |author=Brian Lusk |accessdate=June 24, 2007 |archiveurl = http://web.archive.org/web/20070607164649/http://www.blogsouthwest.com/2006/04/21/luv-and-the-blogoshpere/ <!-- Bot retrieved archive --> |archivedate = June 7, 2007}}</ref> Southwest.com is the number one airline website for online revenue, according to [[PhoCusWright]]. [[Nielsen ratings|Nielsen]]/Netratings also reports that Southwest.com is the largest airline site in terms of unique visitors.<ref name=factsheet /> In 2006, 70 percent of flight bookings and 73 percent of revenue was generated from bookings on southwest.com. {{as of|2007|06|df=US}}, 69 percent of Southwest passengers checked in for their flights online or at a [[kiosk]].<ref name=factsheet />
{| class="wikitable" style="text-align:center;"

|- style="line-height:133%"
Southwest Airlines gained a reputation for "outside the box thinking" and proactive risk management, including the use of [[fuel hedging]] to insulate against fuel price fluctuation. Some analysts have argued against the style of profit-motivated energy trading Southwest did between 1999 and the early 2000s. They suggested that rather than hedging business risk (such as a hedge on weather to a farmer), Southwest was simply speculating on energy prices, without a formal rationale for doing so.<ref>{{cite news| url=http://articles.latimes.com/2008/may/30/business/fi-southwest30 | work=Los Angeles Times | first=Peter | last=Pae | title=Hedge on fuel prices pays off | date=May 30, 2008}}</ref>
!

!Net profit<br><small>(millions of US$)</small>
At present, Southwest has enjoyed much positive press (and a strong financial boost) from their energy trading skills.<ref>{{Cite news| url=http://www.usatoday.com/travel/flights/2007-04-19-southwest-posts-first-quarter-profit_N.htm | work=USA Today | title=Southwest Airlines' fuel hedging pushes profits | date=April 19, 2007 | accessdate=May 23, 2010}}</ref><ref>{{Cite news| url=http://www.washingtonpost.com/wp-dyn/content/article/2005/10/20/AR2005102001967.html | work=The Washington Post | title=Airlines That Hedged Against Fuel Costs Reap Benefits | first=David | last=Koenig | date=October 21, 2005 | accessdate=May 23, 2010}}</ref><ref>{{cite web|last=Bailey |first=Jeff |url=http://www.iht.com/articles/2007/11/28/business/hedge.php |title=Southwest Airlines gains advantage by hedging on long-term oil contracts – |work=International Herald Tribune |date=November 28, 2007 |accessdate=August 22, 2011}}</ref> However, while most analysts agree that volatility hedges can be beneficial,<ref name="Carlos Blanco 2005">{{Cite news | author=Carlos Blanco | coauthors = J. Lehman and N. Shimoda | title = Airlines Hedging Strategies: The Shareholder Value Perspective | year = 2005 | url = http://www.commodities-now.com/content/market-areas/general/ma-article-8.pdf | accessdate =June 10, 2007}}</ref> speculative hedges are not widely supported as a continuing strategy for profits.<ref>{{cite web|url=http://www.247wallst.com/2007/04/southwest_airli.html |title=Southwest Airlines: Losing Its Fuel Hedge Competitive Advantages |publisher=24/7 Wall St. |date=April 19, 2007 |accessdate=August 22, 2011}}</ref>
!Number of employees

!Number of passengers<br><small>(in millions)</small>
In March 1996, after the [[Dallas City Council]] unanimously voted to allow for construction, the airline began to build a {{convert|300000|sqft|sqm}} addition to the existing corporate headquarters at a cost of $30&nbsp;million in 1996 dollars.<ref>Lee, Christopher and Terry Maxon. "[http://nl.newsbank.com/nl-search/we/Archives?p_product=DM&p_theme=dm&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0ED3D6864504B28B&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM Southwest to announce expansion at Love Field $72&nbsp;million project would add jobs, but no more flights]." ''[[The Dallas Morning News]]''. March 13, 1996. Retrieved on February 18, 2010.</ref><ref>"[http://www.encyclopedia.com/doc/1G1-18934896.html Southwest Airlines expands its corporate headquarters to prepare for the next century;.]{{dead link|date=August 2013}}" ''[[Business Wire]]''. December 11, 1996. Retrieved on February 18, 2010.</ref> This occurred after, on Wednesday March 13, 1996,<!--The day the article was published was Thursday, March 14, 1996--> .<ref>Maxon, Terry. "[http://nl.newsbank.com/nl-search/we/Archives?p_product=DM&p_theme=dm&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0ED3D686A33E9246&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM Council OKs Southwest land lease Headquarters addition, training center planned]." ''[[The Dallas Morning News]]''. March 14, 1996. Retrieved on February 18, 2010.</ref> The airline leased two additional tracts of land, a total of {{convert|10|acre|ha}} of space, from the City of Dallas to build a new pilot training facility, a headquarters expansion, and additional parking spaces. A $9.8&nbsp;million new pilot training facility was built on a {{convert|5|acre|ha}} plot of land owned by the city of Dallas; it was scheduled to be completed Spring 1997. With the new pilot training facility built, the old one would be removed and the company would expand its headquarters building on the former training facility site. {{convert|120000|sqft|sqm}} of building space, which had a price of $16&nbsp;million including fixtures, was built, making the headquarters have a total of {{convert|436000|sqft|sqm}}. The airline also leased {{convert|4.8|acre|ha}} from the city of Dallas to build additional parking; 700 spaces were added to the existing 1,200. After the expansion, Southwest had a total leasehold of about {{convert|24|acre|ha}} of land, including its headquarters, training facilities and parking. By the end of 1997 the expansion of the facilities at Love Field and several terminal improvements were expected to cost Southwest $47&nbsp;million.<ref name="ExpandHQTraining"/>
!Passenger load factor<br><small>(%)</small>

!Average passenger fare<br><small>(US$)</small>
===2000s===
!Fleet size

!{{Abbr|Ref.|References}}
====Repealing the Wright Amendment====
[[File:Southwest Air Logo.png|thumb|Southwest Airlines logo used 2001-2014]]
[[File:Southwest Airlines Boeing 737-7H4 N231WN.jpg|thumb|A Southwest Airlines [[Boeing 737-700|Boeing 737–700]] landing at [[San Jose International Airport]], shown in the company's ''Canyon Blue'' livery, introduced in 2001 and used until September 2014.]]

In late 2004, Southwest began actively seeking the full repeal of the [[Wright Amendment]] restrictions. In late 2005, [[Missouri]] was added to the list of permissible destination states via a transportation appropriations bill. New service from Love Field to [[Saint Louis, Missouri|Saint Louis]], Missouri and [[Kansas City, Missouri|Kansas City]], Missouri quickly started in December 2005.<ref>{{cite web|url=http://www.swamedia.com/channels/By-Date/pages/2005-to-2007 |title=Southwest Airlines Newsroom: By Date |publisher=Swamedia.com |accessdate=2013-07-29}}</ref>

At a June 15, 2006 joint press conference held by the city of Dallas, the city of Ft. Worth, Dallas-Ft. Worth Airport, [[American Airlines]] and Southwest Airlines, the said parties announced a tentative agreement on how the Wright Amendment was to be phased out. Both the U.S. Senate and House of Representatives passed Wright-related legislation on September 29, 2006 and it was signed into law by President [[George W. Bush]] on October 13, 2006. The new law became effective on October 16, 2006, when the [[FAA]] Administrator notified Congress that any new aviation operations occurring as a result of the new law could be accommodated without adverse effect to the airspace.<ref>{{cite web|url=http://phx.corporate-ir.net/phoenix.zhtml?c=92562&p=irol-newsArticle&ID=917522&highlight= |title=News Releases |publisher=Phx.corporate-ir.net |accessdate=2013-07-29}}</ref>

Southwest started selling tickets under the new law on October 19, 2006. Highlights of the agreement are the immediate elimination of through-ticketing prohibitions and unrestricted flights to domestic destinations eight years after the legislation takes effect. Because of the agreement, nationwide service became possible for Southwest; the law also defined the maximum number of gates at Love Field. Southwest controls all but four of the Love Field gates. United Airlines controls two and American Airlines was initially supposed to operate from the other two, however, because of their merger with US Airways, they had to give up the two gates at DAL. Virgin America began leasing the two gates from American on October 13, 2014.<ref>{{cite web|url=http://www.usatoday.com/story/todayinthesky/2014/04/25/virgin-america-seats-on-sale-for-dallas-love-flights/8144381/ | title=Virgin America: We have a deal for AA's Dallas Love gates |publisher=usatoday.com |accessdate=2014-04-25}}</ref>

Southwest remains the dominant passenger airline at Love Field, maintains its headquarters, hangars, training centers and flight simulators adjacent thereto and reflects its ties to Love Field in its winged heart livery and its stock exchange [[ticker symbol]] (LUV).

====2008–2009====
In 2008, Southwest contracted with [[Pratt and Whitney]] to supply the proprietary Ecopower water pressure-washing system, which allows Southwest to clean grime and contaminants off engine turbine blades while the aircraft is parked at the gate. Frequent use of the Ecopower system is estimated to improve fuel efficiency by about 1.9%.<ref>Southwest Ecopower Press Release June 11, 2008</ref><ref>Lunsford, J. Lynn. “Airlines Dip Into Hot Water to Save Jet Fuel.” Wall Street Journal. June 11, 2008: B1.</ref>

On March 6, 2008, [[Federal Aviation Administration]] (FAA) inspectors submitted documents to the [[United States Congress]], alleging that Southwest allowed 117 of its aircraft to fly carrying passengers despite the fact that the planes were "not airworthy" according to air safety investigators.<ref name="Drew Griffin and Scott Bronstein 2008">{{Cite news | author=Drew Griffin and Scott Bronstein | title = Records: Southwest Airlines flew 'unsafe' planes | url = http://www.cnn.com/2008/US/03/06/southwest.planes/index.html | accessdate =March 6, 2008|publisher=CNN| date=March 7, 2008}}</ref> In some cases the planes were allowed to fly for up to 30 months after the inspection deadlines had passed, rendering them unfit to fly. Records indicate that thousands of passengers were flown on aircraft deemed unsafe by federal standards. Southwest declined comment at the time and [[US Representative]] [[James Oberstar]] advised a hearing would be held.<ref name="Drew Griffin and Scott Bronstein 2008"/><ref>
{{cite web|url=http://www.chron.com/disp/story.mpl/headline/biz/5672128.html|title=Inspector: Southwest's FAA ties let planes fly with cracks| work=Houston Chronicle|accessdate=April 3, 2008|last=Ivanovich|first=David}}</ref>

Southwest paid US$7.5&nbsp;million to acquire certain assets from bankrupt [[ATA Airlines]] in 2008. Southwest's primary reason for making the purchase was to acquire the operating certificate and [[landing slot]]s at New York's [[LaGuardia Airport]] formerly controlled by ATA. While some preferential hiring was indicated at the time of the purchase, the transaction ultimately did not include the purchase of any aircraft, facilities or transfers of employees directly from ATA.<ref name=avationweek>{{cite web |url=http://www.aviationweek.com/aw/generic/story_channel.jsp?channel=comm&id=news/ATASW11198.xml |title=LaGuardia The Target In Southwest ATA Bid |first=Andrew |last=Compart |date=November 8, 2008 |work=aviationweek.com |publisher=The McGraw-Hill Companies, Inc |archiveurl=http://www.webcitation.org/5vhBqyffO |archivedate=January 12, 2011 |accessdate=January 12, 2011 |quote=Southwest Airlines has made a $7.5&nbsp;million bid for ATA Airlines solely in order to obtain the dormant carrier's 14 slots at New York LaGuardia Airport...}}</ref>

On March 12, 2008, Southwest Airlines voluntarily grounded 44 planes to check if they needed further inspection. The FAA claimed that Southwest Airlines flew almost 60,000 flights without fuselage inspection. Southwest Airlines faced a $10.2&nbsp;million fine if they violated FAA regulations. There have also been rumors that the FAA knew about Southwest Airlines violations but decided not to fine the airline because it would disrupt their services.<ref>{{Cite news|title= Southwest grounds planes, places three on leave|url=http://edition.cnn.com/2008/US/03/12/southwest.airlines/index.html|author=CNN|accessdate=March 12, 2008 | date=March 12, 2008|authorlink= CNN}}</ref>

On March 2, 2009, Southwest settled these claims, agreeing to pay the FAA fines of $7.5&nbsp;million for these safety and maintenance issues. The original fine of $30.2&nbsp;million – a sum which would have been the largest fine in the agency’s history – was lowered after a year of negotiations. The FAA gave Southwest two years in which to pay the fine.<ref>{{Cite news | author=Jerry Chandler | title = FAA Fines Southwest $7.5M for Safety Issues | year = 2009 | url = http://news.cheapflights.com/airlines/2009/03/faa-fines-southwest-75m-for-safety-issues.html | accessdate =April 1, 2009}}{{Dead link|date=September 2010|bot=H3llBot}}</ref>

On July 30, 2009, Southwest Airlines made a $113.6&nbsp;million bid for bankrupt [[Frontier Airlines Holdings]], the parent company of [[Frontier Airlines]]. Southwest planned to initially operate Frontier as a stand-alone carrier, eventually absorbing the airline and replacing Frontier's aircraft with Boeing 737s.<ref name=avweek_frontier>{{cite web |url=http://www.aviationweek.com/aw/generic/story_channel.jsp?channel=comm&id=news/SWFR081009.xml |title=Southwest Offers $170&nbsp;Million For Frontier |first=Andrew |last=Compart |date=August 10, 2009 |work=aviationweek.com |publisher=The McGraw-Hill Companies, Inc |archiveurl=http://www.webcitation.org/5vhDR09SH |archivedate=January 12, 2011 |accessdate=January 12, 2011 |quote=Southwest said it submitted a bid of about $170&nbsp;million for Frontier...}}</ref> Less than one month after submitting its bid, Southwest learned on August 14 that it had lost the initial bidding to [[Republic Airways Holdings]] and elected not to counter or pursue the deal further. Southwest stated that its requirement for pilots' unions at both companies to reach a negotiated (not arbitrated) agreement as a condition of acquisition was a key factor in its abandonment of its bid.<ref name=reuters>{{cite news |url=http://www.reuters.com/article/innovationNews/idUSTRE57D03Z20090814?sp=true |title=Republic wins Frontier auction over Southwest |first=Deepa |last=Seetharaman |date=August 14, 2009 |agency=Reuters |publisher=Thomson Reuters |archiveurl=http://www.webcitation.org/5vhDicJYE |archivedate=January 12, 2011 |accessdate=January 12, 2011 |quote=Republic Airways Holdings (RJET.O) won its bid to buy bankrupt Frontier Airlines Holdings Inc FRNTQ.PK for $108.75&nbsp;million after a day-long auction in bankruptcy court late Thursday.}}</ref>

On August 26, 2009 the FAA investigated Southwest for installing improper parts on about 10% of its jets. The work was performed by an outside maintenance company. The FAA stated that the parts do not present a safety danger, but the airline was given until December 24, 2009 to replace the parts with those approved by the FAA.<ref>{{Cite news | author=NY Times / The Associated Press | title = Southwest faces Tuesday deadline from FAA | year = 2009 | url = http://www.nytimes.com/aponline/2009/09/01/business/AP-US-Southwest-Airlines-FAA.html?_r=1&scp=5&sq=southwest%20airlines&st=cse | accessdate =September 1, 2009| work=The New York Times}} {{Dead link|date=August 2010|bot=RjwilmsiBot}}</ref>

===2010s===

====AirTran Airways acquisition====
[[File:Airtran 737 Taxing For takeoff PWM.jpg|thumb|left|An AirTran Airways [[Boeing 737 Next Generation|Boeing 737–700]] taxiing at [[Portland Jetport]]]]
Southwest Airlines first announced the acquisition on September 27, 2010 and received final approval from the [[United States Department of Justice]] on April 27, 2011. On May 2, 2011, Southwest Airlines completed the acquisition of [[AirTran Airways]] by purchasing all of the outstanding common stock, corporate identity and operating assets of [[AirTran Holdings]], Inc., the former parent company of AirTran Airways. Southwest Airlines estimates the transaction's value at $3.2&nbsp;billion and expects onetime costs to integrate the two airlines of $500&nbsp;million, with cost synergies of approximately $400&nbsp;million annually. The greatest impact on Southwest was the elimination of a direct low-cost competitor, access to Atlanta, international service and the addition of landing slots at [[LaGuardia Airport|New York-LaGuardia Airport]] and [[Ronald Reagan Washington National Airport|Washington-Reagan Airport]]. Southwest obtained a single operating certificate (SOC) from the United States Federal Aviation Administration on March 1, 2012, but expects that full integration of AirTran into Southwest's operations to continue until 2014.

An entity called Guadeloupe Holdings was formed by Southwest and currently acts as a wholly owned subsidiary of Southwest Airlines and holding company for AirTran's current operations and assets. Southwest's organized labor groups have ceded contractual "scope" provisions pending acceptable negotiated seniority integration agreements.<ref name=fg_airtran_acq>{{cite web |url=http://www.flightglobal.com/news/articles/southwest-closes-airtran-acquisition-356148/ |title=Southwest closes AirTran acquisition |first=Lori |last=Ranson |date=May 2, 2011 |work=Flight International |publisher=Reed Business Information |accessdate=January 20, 2012 |quote=Southwest Airlines today formally closed its acquisition of AirTran Airways, setting the stage for historical consolidation in the US low cost airline industry.}}</ref> Southwest is transition aircraft, routes and employees from AirTran to Southwest on a one-by-one basis until all parts of AirTran have transitioned to Southwest.

The purchase adds 25 additional destinations previously not served by Southwest including cities in [[Mexico]], the [[Caribbean]] and [[Hartsfield-Jackson Atlanta International Airport|Atlanta]], [[Georgia (U.S. state)|Georgia]], an AirTran hub and at the time, the largest U.S. city not served by Southwest. On October 10, 2011, [[USA Today]] reported that Southwest will work to no longer bank flights in Atlanta as AirTran did.<ref name=fg_airtran_acq /> AirTran 737 aircraft are in the process of being converted to Southwest's livery and evolve interior.

On February 14, 2013, Southwest began [[Codeshare agreement|codesharing]] with AirTran. It took the first step on January 26, 2013 by launching shared itineraries in five markets. Southwest continued to launch shared itineraries with 39 more markets beginning February 25, 2013. In April 2013, shared itineraries were expanded to all Southwest and AirTran cities (domestic and international).<ref>{{cite web|url=http://swamedia.com/releases/southwest-airlines-and-airtran-airways-begin-connecting-networks |title=Southwest Airlines And AirTran Airways Begin Connecting Networks - Southwest Airlines Newsroom |publisher=Swamedia.com |date=2013-02-14 |accessdate=2013-06-20}}</ref> The airlines were fully integrated on December 29, 2014.<ref>{{cite web|url=http://www.marketwatch.com/story/southwest-airlines-announces-new-flights-for-dallas-and-dc-travelers-new-service-to-mexico-city-and-punta-cana-dominican-republic-now-on-sale-2014-05-19?reflink=MW_news_stmp|title=Southwest Airlines Announces New Flights for Dallas and D.C. Travelers|publisher=MarketWatch|date=2014-05-19}}</ref>

====2011–present====
For the tenth year in a row, [[Fortune (magazine)|Fortune magazine]] recognized Southwest Airlines in its annual survey of corporate reputations. Among all industries in 2004, Fortune has listed Southwest Airlines as number three among America’s Top Ten most admired corporations.<ref>{{cite web|url=http://www.swamedia.com/channels/By-Category/pages/awards |title=Southwest Airlines Newsroom: By Category |publisher=Swamedia.com |accessdate=2013-07-29}}</ref>

On December 13, 2011, Southwest placed a firm order for 150 [[Boeing 737 MAX]] aircraft, becoming the launch customer for the type. First delivery is expected in 2017.<ref name=737max/>

In January 2012, Southwest Airlines expressed interest in serving Mexican and [[South American]] destinations out of [[Hobby Airport|Hobby]].<ref>Gutierrez, Gabe. "[http://www.khou.com/news/local/Southwest-Airlines-Considering-International-Flights-From-Hobby-138160864.html Southwest Airlines considers international flights from Hobby]." ''[[KHOU]]''. January 26, 2012. Retrieved on January 27, 2012.</ref> On May 30, 2012 Houston's city council approved Southwest's request for international flights from Hobby.<ref>{{cite web|author=&nbsp;&nbsp; |url=http://abclocal.go.com/ktrk/story?section=news/local&id=8681485 |title=City Council approves Hobby Airport expansion to allow Southwest international flights; United says it will cut jobs &#124; abc13.com |publisher=Abclocal.go.com |date=May 30, 2012 |accessdate=December 19, 2012}}</ref> Southwest agreed to invest at least $100 million to cover all costs tied to the Hobby upgrade, which includes designing and building five new gates and a customs facility. Construction at Hobby is expected to take two years, with international flights likely beginning in 2015.<ref>{{cite web|url=http://www.reuters.com/article/2012/05/30/southwest-houston-idUSL1E8GUAOI20120530?feedName=companyNews&feedType=RSS&rpc=43&type=companyNews |title=Southwest gets Houston's OK for international service |publisher=Reuters |accessdate=December 19, 2012}}</ref>

On April 11, 2012, Southwest introduced the 737–800 to the fleet. It seats 175 passengers as compared to the regular 143-seater 737-700. The first 737–800 was called "Warrior One"<ref>{{cite web|author=Whitney and Brooks |url=http://www.blogsouthwest.com/video/tale-two-planes-our-first-boeing-737-800s |title=take-flight Video &#124; Nuts About Southwest |publisher=Blogsouthwest.com |date=2012-04-28 |accessdate=2013-07-29}}</ref> in salute of the Southwest Employees’ Warrior Spirit.
<!--People have been putting pointless or non-related info in this section, keep an eye out for anything strange -->

On May 5, 2014, Southwest announced that it has chosen Amadeus IT Group to replace its current domestic reservation system. Southwest already operates its international reservation system with Amadeus. The new domestic reservation system is expected to take a few years before it is implemented. When completed, Southwest will operate one reservation system by Amadeus.<ref>https://finance.yahoo.com/news/southwest-airlines-amadeus-group-sign-153000555.html;_ylt=A0LEV0rWuGpUC1QA8gxXNyoA;_ylu=X3oDMTByNW1iMWN2BHNlYwNzcgRwb3MDNwRjb2xvA2JmMQR2dGlkAw--</ref>

In September 2014, Southwest introduced new branding, including a new livery and logo.<ref>http://swamedia.com/channels/Southwest-News/releases/southwest-airlines-unveils-its-new-look-same-heart?l=en-US</ref>

On October 13, 2014, the [[Wright Amendment]] restrictions at Dallas Love Field were repealed and Southwest expanded service at Love Field to include cities outside the previous location restrictions.<ref>http://swamedia.com/channels/Southwest-News/releases/southwest-airlines-celebrates-love-field-s-freedom-to-fly?l=en-US</ref>

Throughout 2014, Southwest expanded service at [[Ronald Reagan Washington National Airport|Reagan-National]] in Washington D.C. and [[LaGuardia Airport]] in New York City through slot acquisitions from the American Airlines/US Airways merger.<ref>http://swamedia.com/channels/Southwest-News/releases/its-a-fare-a-buster-southwest-airlines-gives-dc-travelers-new-routes-and-low-fares?l=en-US</ref>

In early 2015 it was announced that the airline had been fined a record $1.6m by the US Department of Transportation for tarmac delays on 2 and 3 January 2014 when 16 Southwest Airlines aircraft were delayed at Chicago Midway Airport due to severe winter storms.<ref>{{cite journal|title=Southwest Hit with Record Fine|journal=Airliner World|date=March 2015|page=14}}</ref>

==Corporate identity==

===Advertising===
The company has employed humor in its advertising. Slogans include "Love Is Still Our Field", "Just Plane Smart", "The Somebody Else Up There Who Loves You", "You're Now Free To Move About The Country", "THE Low Fare Airline", "Grab your bag, It's On!" and "Welcome Aboard". The airline's current slogan is "If It Matters To You, It Matters To Us".

[[File:Southwest 737.jpg|left|thumb|A Southwest Airlines [[Boeing 737 Next Generation|Boeing 737–700]] with [[wingtip device#Blended winglets|blended winglets]] (N741SA) pictured on the tarmac at [[Chicago Midway International Airport]] wearing the airline's original desert gold livery.]]

In March 1992, shortly after Southwest started using the "Just Plane Smart" motto, Stevens Aviation, who had been using "Plane Smart" for their motto, threatened a trademark lawsuit.<ref>"[http://www.youtube.com/watch?v=51a5xuxxxZQ Malice in Dallas part 1]" "Youtube" Retrieved on October 8, 2009</ref><ref>{{cite web|url=http://www.freibergs.com/books/nuts-southwest-airlines-crazy-recipe-for-business-and-personal-success/excerpts/malice-in-dallas/ |title=Malice in Dallas &#124; Kevin & Jackie Freiberg |publisher=Freibergs.com |date=1992-03-23 |accessdate=2013-07-29}}</ref>

Instead of a lawsuit, the CEOs for both companies staged an arm wrestling match. Held at the now demolished [[Dallas Sportatorium]] (the famed wrestling facility) and set for two out of three rounds, the loser of each round was to pay $5,000 to the charity of their choice, with the winner gaining the use of the trademarked phrase. A promotional video was created showing the CEOs "training" for the bout (with CEO Herb Kelleher being helped up during a sit up where a cigarette and glass of whiskey (Wild Turkey 101) was waiting) and distributed among the employees and as a video press release along with the video of the match itself. Herb Kelleher lost the match for Southwest, with Stevens Aviation winning the rights to the phrase. Kurt Herwald, CEO of Stevens Aviation, immediately granted the use of "Just Plane Smart" to Southwest Airlines. The net result was both companies having use of the trademark, $15,000 going to charity and good publicity for both companies.<ref>"[http://www.youtube.com/watch?v=EwU9m4oCtRE& Malice in Dallas (Round 3 and results)]" "Youtube" Retrieved on October 8, 2009</ref>

===Honor Flight Network===
Southwest Airlines is the official commercial airline of the Honor Flight Network.<ref>{{cite press release | url = http://www.4-traders.com/SW-AIR-1-13439/news/SOUTHWEST-AIRLINES-Named-Official-Commercial-Airline-of-the-Honor-Flight-Network-13185469/&54=large100?imprimer=1 | title = SOUTHWEST AIRLINES : Named Official Commercial Airline of the Honor Flight Network | location = Dallas, Texas | date = 22 May 2009 | publisher = PRNewswire | author = The Honor Flight Network}}</ref> [[Honor Flight]]s are dedicated to bringing aging and ailing [[veterans]] to visit the national monuments in [[Washington, D.C.]], devoted to the wars in which they served.<ref name="about">{{cite web | url = http://www.honorflight.org/about/mission.cfm | publisher = Honor Flight Network | title = Mission & Goals | accessdate = 7 October 2014}}</ref>

==Corporate affairs==

===Headquarters===
[[File:Southwest airlines hq from east 2009-06-22.jpg|thumb|Southwest Airlines headquarters in [[Dallas]]]]
The Southwest Airlines headquarters is located on the grounds of Dallas Love Field in the [[Love Field, Dallas, Texas (neighborhood)|Love Field]] neighborhood of Dallas, Texas.<ref name=factsheet /><ref>"[http://www.southwest.com/images/photo_gallery/home.jpg Southwest Airlines Corporate Headquarters, Love Field, Dallas]." Southwest Airlines. Retrieved on February 18, 2010.</ref>

On September 17, 2012, Southwest broke ground on a new Training and Operational Support (TOPS) building.<ref>{{cite web|url=http://www.bizjournals.com/dallas/news/2012/09/17/southwest-airlines-breaks-ground-on-hq.html |title=Southwest Airlines breaks ground on $100M HQ expansion in Dallas, plans to add 1,000 employees - Dallas Business Journal |publisher=Bizjournals.com |date=September 17, 2012 |accessdate=December 19, 2012}}</ref> The TOPS Building is across the street from its current headquarters building. The property includes a two-story, 100,000-square-foot operations building that could withstand an F3 tornado. It also includes a four-story, 392,000-square-foot office and training facility with two levels devoted to each function. The new facilities will house 24-hour coordination and maintenance operations, customer support and services, and training. BOKA Powell was the project architect. Manhattan Construction is the general contractor. The project is scheduled for completion in late 2013, with occupancy beginning in 2014.

===Employment===
As of December 2014, Southwest Airlines has nearly 46,000 employees.<ref>http://southwest.investorroom.com/index.php?s=43&item=1859</ref>

[[Gary C. Kelly]] is Chairman, President and CEO of Southwest Airlines. Kelly replaced former CEO Jim Parker on July 15, 2004 and assumed the title of "President" on July 15, 2008, replacing former President [[Colleen Barrett]]. In July 2007, Herb Kelleher resigned his position as Chairman. Colleen Barrett left her post on the Board of Directors and as Corporate Secretary in May 2008 and as President in July 2008. Both are still active employees of Southwest Airlines. Kelleher was President and CEO of Southwest from September 1981-June 2001.<ref>http://swamedia.com/channels/Officer-Biographies/pages/herb_kelleher</ref>

In contrast to competitor JetBlue Airways, where only the pilots are unionized, Southwest maintains its profitability and low-fare, low-cost business model while being heavily unionized. The Southwest Airline Pilots' Association, a union not affiliated with the Air Line Pilots Association, represents the airline's pilots.<ref>{{cite web|url=http://www.swapa.org/ |title=SWAPA |publisher=SWAPA |date=March 27, 2008 |accessdate=August 22, 2011}}</ref> The Aircraft Maintenance Technicians are represented by the Aircraft Mechanics Fraternal Association ([[AMFA]]).<ref>{{cite web|url=http://www.amfanatl.org/ |title=AMFA Home |publisher=Amfanatl.org |accessdate=August 22, 2011}}</ref> Customer Service Agents and Reservation Agents are represented by the International Association of Machinists and Aerospace Workers Union (IAM). Flight Dispatchers, Flight Attendants, Ramp agents and Operations agents are represented by the Transport Workers Union (TWU).

===Impact on carriers===
Southwest has been a major inspiration to other low-cost carriers, and its business model has been repeated many times around the world. The competitive strategy combines high level of employee and aircraft productivity with low unit costs by reducing aircraft turn around time particularly at the gate.<ref name="upinair">{{cite web|url=http://www.cornellpress.cornell.edu/book/?GCOI=80140100965480|author=Bamber, G.J., Gittell, J.H., Kochan, T.A. & von Nordenflytch, A. |year=2009 |title=Up in the Air: How Airlines Can Improve Performance by Engaging their Employees|publisher=Cornell University Press, Ithaca |chapter=chapter 5}}</ref> Europe's [[EasyJet]] and [[Ryanair]] are two of the best known airlines to follow Southwest's business strategy in that continent. Other airlines with a business model based on Southwest's system include Canada's [[WestJet]], Malaysia's [[AirAsia]] (the first and biggest LCC in Asia), [[Qantas]]'s [[Jetstar Airways|Jetstar]] (although Jetstar now operates three aircraft types), [[Philippines]]'s [[Cebu Pacific]], Thailand's [[Nok Air]], Mexico's [[Volaris]] and [[Turkey|Turkey's]] [[Pegasus Airlines]]. Although Southwest has been a major inspiration to many other airlines, including Ryanair, AirAsia and Jetstar, the management strategies, for example, of Ryanair, AirAsia and Jetstar differ significantly from those of Southwest.<ref name="upinair"/> All these different management strategies can be seen as means of differentiation from other competitors in order to gain competitive advantages.<ref>Strauss, Michael (2010): Value Creation in Travel Distribution, http://www.amazon.com/dp/0557612462</ref>

===Lobbying Texas rail===
Southwest has fought against the development of a [[High-speed rail in the United States#Texas|high-speed rail system in Texas]].

In 1991 a plan was made to connect the [[Texas Triangle]] ([[Houston]] – [[Dallas]] – [[San Antonio]]) with a privately financed high speed train system which would quickly take passengers from one city to the next. This was the same model Southwest Airlines used 20&nbsp;years earlier to break into the Texas market where it served the same three cities.

Southwest Airlines, with the help of lobbyists, created legal barriers to prohibit the consortium from moving forward and the entire project was eventually scuttled in 1994, when the State of Texas withdrew the franchise.<ref name="Texas Department of Transportation">"Track 2–Corridor Programs of the Federal Railroad Administration’s High-Speed Intercity Passenger Rail (HSIPR) Program, Application Form" 2009; see ftp://ftp.dot.state.tx.us/pub/txdot-info/stimulus/t_bone.pdf</ref>

==Destinations==
{{Main|Southwest Airlines destinations}}
[[File:Southwest Airlines destinations.png|thumb|right|Southwest Airlines destination map]]
{{as of|2015|3||df=US}}, Southwest Airlines has scheduled flights to 94 destinations in 41 states, Puerto Rico and abroad, the newest being [[Juan Santamaría International Airport|San José, CR (SJO)]] on March 7, 2015. Southwest has announced plans to increase its city count to 96 so far in 2015. Southwest does not use the "[[Spoke-hub distribution paradigm|hub and spoke]]" system of other major airlines, preferring the "[[Point-to-point transit|point-to-point]]" system.

===Top cities===
[[File:Southwest Boeing 737 at LAX.jpg|thumb|Southwest plane at [[Los Angeles International Airport|LAX]] gate]]
[[File:Southwest 737 At Burbank.jpg|thumb|upright|Southwest Airlines [[Boeing 737]] at [[Bob Hope Airport]] in [[Burbank, California|Burbank]], California]]

<center>
{| class="toccolours sortable" border="1" cellpadding="3" style="border-collapse:collapse"
|+ '''Southwest Airlines top served cities (as of September 2015)'''<ref>http://swamedia.com/channels/City-Fact-Sheets/pages/fact-sheets</ref>
|- style="background:#f00;"
!City
!Daily departures
!Number of gates
!Cities served nonstop
!Service began
|-
|-
!2015
|[[Chicago Midway International Airport|Chicago-Midway]]
|2,181
|212
|49,583
|32
|64
|118
|83.6
|1985
|154
|704
|<ref name="AR2018">{{Cite web |title=Southwest Annual Report 2018 |url=https://www.southwestairlinesinvestorrelations.com/~/media/Files/S/Southwest-IR/LUV_2018_Annual%20Report.pdf |access-date=October 7, 2023 |website=Southwest}}</ref>
|-
|-
!2016
|[[McCarran International Airport|Las Vegas]]
|2,183
|198
|53,536
|26
|56
|124
|84.0
|1982
|152
|723
|<ref name="AR2018" />
|-
|-
!2017
|[[Baltimore/Washington International Thurgood Marshall Airport|Baltimore-Washington]]
|3,357
|180
|56,110
|28
|58
|130
|83.9
|1993
|151
|706
|<ref name="AR2018" />
|-
|-
!2018
|[[Dallas Love Field|Dallas (Love Field)]]
|2,465
|180
|58,803
|18
|50
|134
|83.4
|1971
|151
|750
|<ref name="AR2018" />
|-
|-
!2019
|[[Phoenix Sky Harbor International Airport|Phoenix]]
|2,300
|163
|60,767
|24
|48
|134
|83.5
|1982
|154
|747
|<ref name="AR2022">{{Cite web |title=Southwest Annual Report 2022 |url=https://www.southwestairlinesinvestorrelations.com/~/media/Files/S/Southwest-IR/LUV_2022_Annual%20Report.pdf |access-date=October 7, 2023 |website=Southwest}}</ref>
|-
|-
!2020
|[[Denver International Airport|Denver]]
|{{color|red|−3,074}}{{0|−}}
|159
|56,537
|22
|{{0}}54
|56
|52.4
|2006
|141
|718
|<ref>{{Cite web |title=Southwest Annual Report 2021 |url=https://www.southwestairlinesinvestorrelations.com/~/media/Files/S/Southwest-IR/LUV_2021_Annual%20Report.pdf |access-date=October 7, 2023 |website=Southwest}}</ref>
|-
|-
!2021
|[[William P. Hobby Airport|Houston (Hobby)]]
|{{0}}977
|146
|55,093
|18
|{{0}}99
|44
|78.5
|1971
|141
|728
|<ref name="AR2022" />
|-
|-
!2022
|[[Hartsfield–Jackson Atlanta International Airport|Atlanta]]
|{{0}}539
|124
|66,656
|31
|42
|126
|83.4
|2012
|169
|770
|<ref name="AR2022" />
|-
|-
!2023
|[[Los Angeles International Airport|Los Angeles (LAX)]]
|{{0}}465
|113
|74,806
|15
|24
|137
|80.0
|1982
|-
|172
|817
|[[Orlando International Airport|Orlando]]
|<ref>{{Cite web |date=6 Feb 2024 |title=Southwest Airlines Annual Report 2023 |url=https://www.southwestairlinesinvestorrelations.com/~/media/Files/S/Southwest-IR/2023-annual-report.pdf |website=Southwest Airlines}}</ref>
|110
|22
|40
|1998

|}
|}
</center>


=== Headquarters ===
==Airline partnerships==
[[File:Southwest airlines hq from east 2009-06-22.jpg|thumb|upright=1.1|Southwest Airlines' headquarters at [[Dallas Love Field]] in [[Dallas]]]]
;Past
The Southwest Airlines headquarters are located on the grounds of [[Dallas Love Field]] in [[Dallas]].<ref name="factsheet" /><ref>"[http://www.southwest.com/images/photo_gallery/home.jpg Southwest Airlines Corporate Headquarters, Love Field, Dallas] {{Webarchive|url=https://web.archive.org/web/20160307233403/https://www.southwest.com/images/photo_gallery/home.jpg|date=March 7, 2016}}." Southwest Airlines. Retrieved on February 18, 2010.</ref> Chris Sloan of ''Airways'' magazine stated they are "as much a living, breathing museum and showcase for the 'culture that LUV built' as they are corporate offices."<ref>{{Cite web |last=Sloan, Chris |date=May 13, 2016 |title=A Look into Spirit Airlines' Frills-Free Corporate HQ and OCC |url=https://airwaysmag.com/airlines/spirit-airlines-frills-free-corporate-hq-occ/ |url-status=live |archive-url=https://web.archive.org/web/20190806204212/https://airwaysmag.com/airlines/spirit-airlines-frills-free-corporate-hq-occ/ |archive-date=August 6, 2019 |access-date=October 23, 2019 |website=Airways Magazine}}</ref>
* [[Icelandair]]
In 1997, Southwest and Icelandair entered into interline and marketing agreements allowing for joint fares, coordinated schedules, transfer of passenger luggage between the two airlines in Baltimore and connecting passengers between several U.S. cities and several European cities.<ref>{{Cite news | author=Rob Kaiser | title = Southwest may add cities to Iceland deal | publisher=Baltimore Business Journal | date = February 21, 1997 | url = http://baltimore.bizjournals.com/baltimore/stories/1997/02/24/story6.html?page=1 | accessdate =June 10, 2007}}</ref> The frequent flyer programs were not included in the agreement. This arrangement lasted for several years but ended when Icelandair's service to BWI ended in January 2007.<ref>{{cite news|url=http://baltimore.bizjournals.com/baltimore/stories/2007/12/10/daily11.html|title=Icelandair stopping flights out of BWI|publisher=bizjournals.com|date=December 10, 2007|first=Robert J.|last=Terry}}</ref>
* [[ATA Airlines]]
In a departure from its traditional "go it alone" strategy, Southwest entered into its first domestic [[codesharing]] arrangement with ATA, which enabled Southwest Airlines to serve ATA markets in Hawaii, [[Ronald Reagan Washington National Airport|Washington, D.C.]] and [[LaGuardia Airport|New York City]].


On September 17, 2012, Southwest broke ground on a new Training and Operational Support building,<ref>{{Cite web |date=September 17, 2012 |title=Southwest Airlines breaks ground on $100M HQ expansion in Dallas, plans to add 1,000 employees – Dallas Business Journal |url=http://www.bizjournals.com/dallas/news/2012/09/17/southwest-airlines-breaks-ground-on-hq.html |url-status=live |archive-url=https://web.archive.org/web/20121109155742/http://www.bizjournals.com/dallas/news/2012/09/17/southwest-airlines-breaks-ground-on-hq.html |archive-date=November 9, 2012 |access-date=December 19, 2012 |publisher=Bizjournals.com}}</ref> across the street from its current headquarters building. The property includes a two-story, 100,000-square-foot Network Operations Control building that can withstand an EF3 tornado. It also includes a four-story, 392,000-square-foot office, and training facility with two levels devoted to each function. The new facilities house 24-hour coordination and maintenance operations, customer support and services, and training. The project was completed in late 2013, with occupancy beginning in 2014.
At the time of ATA's demise in April 2008, the airline offered over 70 flights a week to Hawaii from Southwest's focus cities in PHX, LAS, LAX and OAK with connections available to many other cities across the United States. The ATA/Southwest codeshare was terminated when ATA filed for Chapter 11 bankruptcy on April 3, 2008. Southwest ultimately acquired the operating certificate and some of the landing rights of ATA in the ensuing proceedings.<ref>{{cite web|url=http://www.swamedia.com/releases/e89b5d36-734b-55cc-c781-936d4b4663a0?search=ata+airlines |title=Southwest Airlines Newsroom: Releases |publisher=Swamedia.com |date=2008-04-03 |accessdate=2013-07-29}}</ref>
* [[WestJet Airlines]]
On July 8, 2008, Southwest Airlines signed a codeshare agreement with [[WestJet]] of Canada, giving the two airlines the ability to sell seats on each other's flights.<ref>{{cite web|url=http://www.dallasnews.com/sharedcontent/dws/bus/stories/DN-westjet_09bus.ART0.State.Edition1.4dd5531.html |title=Southwest, WestJet sign code-sharing pact |publisher=[[The Dallas Morning News]] |date=July 9, 2008| accessdate=August 22, 2009}}{{dead link|date=August 2013}}</ref> Originally, the partnership was to be finalized by late 2009, but had been postponed due to economic conditions.<ref name=WestJet_delay>{{Cite news|url=http://www.reuters.com/article/rbssAirlines/idUSBNG49051220090525 |title=Southwest, WestJet delay codeshare |agency=Reuters |date=May 25, 2009| accessdate=August 22, 2009}}</ref>


On June 2, 2016, Southwest broke ground on its new office and training facility known as Wings. The newest addition to the corporate campus is composed of a 420,000-square-foot, six-story office building, and a 380,000-square-foot adjoining structure called the Leadership Education and Aircrew Development (LEAD) Center that serves as the new pilot training facility. The LEAD Center has the capacity to house and support 18 flight simulators. It is designed to be expanded to accommodate up to 26 simulator bays. The building opened on April 3, 2018.<ref>{{Cite news |date=April 3, 2018 |title=See Southwest Airlines' new $250 million addition to fast-growing Love Field campus |work=Dallas News |url=https://www.dallasnews.com/business/southwest-airlines/2018/04/03/southwest-airlines-unveils-latest-addition-fast-growing-love-field-campus |url-status=live |access-date=May 15, 2018 |archive-url=https://web.archive.org/web/20180510050745/https://www.dallasnews.com/business/southwest-airlines/2018/04/03/southwest-airlines-unveils-latest-addition-fast-growing-love-field-campus |archive-date=May 10, 2018}}</ref>
On April 16, 2010, Southwest and WestJet airlines amicably agreed to terminate the implementation of a codeshare agreement between the two airlines.
* [[Volaris]]
Southwest signed its second international codeshare agreement on November 10, 2008, with [[Mexico|Mexican]] low-cost carrier [[Volaris]]. The agreement allowed Southwest to sell tickets on Volaris flights.<ref>{{cite web|author=Your name: * |url=http://www.blogsouthwest.com/news/swa-to-offer-online-link-to-volaris-service-on-southwestcom |title=Swa To Offer Online Link To Volaris Service On Southwest.Com &#124; Nuts About Southwest |publisher=Blogsouthwest.com |date=April 30, 2009 |accessdate=August 22, 2011}}</ref> However on February 22, 2013, the connecting agreement was terminated. It was said to be mutual between the airlines. Most industry experts believe that the expansion of the subsidiary of Southwest, [[AirTran Airways]], into more Mexican markets, as a main reason for the termination of the agreement.<ref>{{cite web|url=http://www.flightglobal.com/news/articles/southwest-and-volaris-to-end-partnership-382084/ |title=Southwest and Volaris to end partnership |publisher=Flightglobal.com |date=2013-02-07 |accessdate=2013-06-20}}</ref>
* [[AirTran Airways]]
After acquiring AirTran Airways in 2011, Southwest began a codeshare agreement with AirTran on February 14, 2013. The agreement ended after AirTran became fully integrated into Southwest on December 28, 2014.


On August 16, 2019, Southwest announced an expansion of the LEAD Center to accommodate eight additional simulators for future operational and training demands.<ref>{{Cite news |date=October 28, 2019 |title=Southwest Airlines Making Major Expansion to Pilot Training Building in Dallas |work=Dallas News |url=https://www.dallasnews.com/business/airlines/2019/10/28/southwest-airlines-making-major-expansion-to-pilot-training-building-in-dallas/ |access-date=January 12, 2020}}</ref> On January 2, 2020, it was announced that Southwest would be purchasing an additional {{convert|3|acre|ha}} of land adjacent to its Wings and LEAD facilities.<ref>{{Cite news |date=January 2, 2020 |title=Southwest Airlines Buys More Land Near Dallas Love Field |work=Dallas News |url=https://www.dallasnews.com/business/airlines/2020/01/02/southwest-airlines-buys-more-land-near-dallas-love-field-hq/ |access-date=January 12, 2020}}</ref> No additional details were disclosed.
==Fleet==


===Current===
=== Employment ===
{{As of|2022|06|30|df=US}}, Southwest Airlines had 62,333 active full-time equivalent employees.<ref>{{Cite web|url=https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2022/07-28-2022-114540816|title=Southwest Airlines Reports Second Quarter 2022 Results|website=www.southwestairlinesinvestorrelations.com}}</ref> According to ''The Washington Post'', it uses the hiring motto of seeking people that have a "Servant's Heart, Warrior Spirit, Fun-LUVing Attitude".<ref>{{cite news| url = https://www.washingtonpost.com/travel/2019/10/16/southwests-plan-conquer-airline-industry-one-joke-time/| title = Southwest's plan to conquer the airline industry, one joke at a time | newspaper = [[The Washington Post]]}}</ref> It also uses the internal practice of ranking "employees first, customers second".<ref>{{cite web|last=Martin |first=Emmie |url=https://www.businessinsider.com/southwest-airlines-puts-employees-first-2015-7 |title=A major airline says there's something it values more than its customers, and there's a good reason why |date=July 29, 2015 |website=[[Business Insider]]}}</ref> Collective bargaining Southwest Airlines employees is represented by the Southwest Airlines Pilot Association union.<ref>{{cite web|url=https://www.swapa.org/|title=Our Mission|publisher=wapa.org|accessdate=September 16, 2024}}</ref>
As of March 2015, the Southwest Airlines fleet consists of the following aircraft:<ref name=fleet_swa>{{cite web|url=http://www.planespotters.net/Airline/Southwest-Airlines |title=Southwest Airlines – Details and Fleet History – Planespotters.net Just Aviation |publisher=Planespotters.net |accessdate=October 6, 2013}}</ref><ref>{{cite web|author=Corp Fact Sheet 1Q13.pdf |url=http://swamedia.com/channels/Corporate-Fact-Sheet/pages/corporate-fact-sheet |title=Southwest Corporate Fact Sheet - Corporate Fact Sheet - Southwest Airlines Newsroom |publisher=swamedia.com |accessdate=2013-10-06}}</ref>


[[Bob Jordan (businessman)|Bob Jordan]], formerly executive vice president of corporate services, became Southwest's sixth CEO on February 1, 2022, replacing [[Gary C. Kelly]]. Kelly continues as chairman of Southwest Airlines. Kelly replaced former CEO Jim Parker on July 15, 2004, and assumed the title of [[president (corporate title)|president]] on July 15, 2008, replacing former president [[Colleen Barrett]]. In July 2008, Herb Kelleher resigned from his position as chairman. Barrett left her post on the board of directors and as a corporate secretary in May 2008 and as president in July 2008. Kelleher was president and CEO of Southwest from September 1981 to June 2001.<ref>{{Cite web |title=Herbert D. Kelleher – Officer Biographies – Southwest Airlines Newsroom |url=http://swamedia.com/channels/Officer-Biographies/pages/herb_kelleher |url-status=dead |archive-url=https://web.archive.org/web/20150320183838/http://www.swamedia.com/channels/Officer-Biographies/pages/herb_kelleher |archive-date=March 20, 2015 |access-date=April 3, 2015 |website=swamedia.com}}</ref> On June 23, 2021, Southwest announced that chairman and CEO Gary Kelly would transition roles in early 2022, becoming the carrier's executive chairman with the desire to serve in that role through at least 2026 at the discretion of the board of directors. Jordan also joined the board then.<ref>{{Cite web|title=Southwest Announces 2022 Executive Leadership Plans |url=https://www.swamedia.com/releases/southwest-announces-2022-executive-leadership-plans?lang=en-US|access-date=July 27, 2021|website=Southwest Airlines Newsroom| date=June 23, 2021 |language=en}}</ref>
<center>
{| class="toccolours sortable" border="1" cellpadding="3" style="border-collapse:collapse;text-align:center"
|- style="background:#f00;"
|+ '''Southwest Airlines fleet'''
|- style="background:#f00;"
!style="width:125px;" |Aircraft
!In service
!Orders
![[Option (aircraft purchasing)|Options]]
!Passengers
!class=unsortable|Notes
|-
|[[Boeing 737-300]]
|127
|&mdash;
|&mdash;
|137<br>143
|Some retrofitted with [[Glass cockpit|electronic flight decks and winglets]]<br>In the process of being retired<ref>http://www.flightglobal.com/news/articles/southwest-outlines-retirement-plan-for-older-737s-398082/</ref>
|-
|[[Boeing 737-500]]
|12
|&mdash;
|&mdash;
|122
|In the process of being retired
|-
|[[Boeing 737-700]]
|441
|20
|37
|143<!--737-700 orders per linked SWA Media reference below-->
|Orders convertible to -800 series
|-
|[[Boeing 737-800]]
|92
|28
|&mdash;
|175
|All to be retrofitted with Split Scimitar Winglets<ref>{{Cite news|url = http://aviationblog.dallasnews.com/2014/01/southwest-airlines-orders-split-scimitar-winglets-for-its-boeing-next-generation-737-800-jets.html/|title = Do you know what a split scimitar winglet is? Southwest Airlines orders them for its Boeing 737-800 jets|last = Jean|first = Sheryl|date = 2 January 2014|work = Dallasnews|accessdate = 3 September 2014}}</ref>
|-
|[[Boeing 737 MAX|Boeing 737 MAX 7]]
|&mdash;
|30
|&mdash;
|<abbr title="To Be Announced">TBA</abbr>
|Scheduled to enter service in 2019<ref>{{cite news|title=Southwest Launches 737 MAX 7, Converts 30 737 NG Orders|url=http://www.nycaviation.com/2013/05/southwest-launches-737-max-7-converts-30-737-ng-orders/#.UZP1XCt4Z8s|accessdate=May 15, 2013}}</ref>
|-
|[[Boeing 737 MAX|Boeing 737 MAX 8]]
|&mdash;
|170
|191
|<abbr title="To Be Announced">TBA</abbr>
|Scheduled to enter service in 2017<ref>{{cite news|title=Southwest converts 20 737s to Max|url=http://www.flightglobal.com/news/articles/southwest-converts-20-737s-to-max-392703/}}</ref>
|-
!Total
!672
!250
!228
!
!
|}
</center>


On January 10, 2017, Southwest announced changes to the company's executive leadership ranks, with Thomas M. Nealon named as president and Michael G. Van de Ven as the airline's chief operating officer.<ref>{{Cite web |title=Southwest Airlines Announces Executive Promotions |url=https://www.swamedia.com/releases/southwest-airlines-announces-executive-promotions |url-status=live |archive-url=https://web.archive.org/web/20170113022121/https://www.swamedia.com/releases/southwest-airlines-announces-executive-promotions |archive-date=January 13, 2017 |access-date=January 10, 2017 |website=swamedia.com|date=January 10, 2017 }}</ref> On September 14, 2021, Southwest announced Nealon had decided to retire from his duties as president effective immediately, but would continue to serve the company as a strategic advisor. Chief Operating Officer Mike Van de Ven was named as the company's president the same day, and remains COO.<ref>{{Cite web|title=Southwest Announces Leadership Changes|url=https://www.swamedia.com/releases/southwest-announces-leadership-changes?lang=en-US |access-date=September 14, 2021 |website=Southwest Airlines Newsroom | date=September 13, 2021 |language=en}}</ref>
Southwest is the world's largest operator of the Boeing 737, was the launch customer of the 737-300, -500 and -700, and will be the launch customer of the 737 Max 7 and 8.<ref>{{cite web |url=http://www.boeing.com/news/releases/2006/q1/060213b_nr.html |title=Boeing Delivers the 5,000th 737 to Southwest Airlines |date=February 13, 2006 |publisher=The Boeing Company |accessdate=January 25, 2012}}</ref>


In September 2024, in response to pressure from Elliott Investment Management, Kelly announced that he would not seek reelection as executive chairman in 2025. Jordan is expected to remain as CEO.<ref name=nyt-ouster/><ref name=shakeup/>
After completing the purchase of AirTran Airways, Southwest Airlines added [[AirTran Airways|AirTran]]'s existing fleet of 737-700 aircraft to its fleet. However, the 717s acquired through AirTran were not added to Southwest's fleet. Instead, they were phased out and are being transferred to [[Delta Air Lines]] until the end of 2015.<ref>{{cite web|url=http://swamedia.com/releases/94d61d50-288f-4cd2-b2b1-a5079c3d2922 |title=Southwest Airlines Newsroom: Releases |publisher=Swamedia.com |accessdate=December 19, 2012}}</ref><ref>{{cite web|url=http://worldairlinenews.com/2012/07/09/delta-to-add-boeing-717s-in-2013-replacing-smaller-jets/ |title=Delta to add Boeing 717s in 2013, replacing smaller jets |publisher=worldairlinenews.com |accessdate=October 5, 2013}}</ref>


About 83% of Southwest employees are [[labor union|members of a union]].<ref>{{Cite web |title=2018 Annual Report (Form 10-K) |url=http://www.southwestairlinesinvestorrelations.com/~/media/Files/S/Southwest-IR/LUV_2018_Annual%20Report.pdf |access-date=July 2, 2019 |website=Southwest Airlines Investor Relations}}</ref> The Southwest Airline Pilots' Association, a union not affiliated with the [[Air Line Pilots Association]], represents the airline's pilots.<ref>{{Cite web |date=March 27, 2008 |title=SWAPA |url=http://www.swapa.org/ |url-status=live |archive-url=https://web.archive.org/web/20110816073336/http://www.swapa.org/ |archive-date=August 16, 2011 |access-date=August 22, 2011 |publisher=SWAPA}}</ref> The aircraft maintenance technicians are represented by the [[AMFA|Aircraft Mechanics Fraternal Association]].<ref>{{Cite web |title=AMFA Home |url=http://www.amfanatl.org/ |url-status=live |archive-url=https://web.archive.org/web/20110821231059/http://www.amfanatl.org/ |archive-date=August 21, 2011 |access-date=August 22, 2011 |publisher=Amfanatl.org}}</ref> Customer service agents and reservation agents are represented by the International Association of Machinists and Aerospace Workers Union. Flight dispatchers, flight attendants, ramp agents, and operations agents are represented by the Transport Workers Union.
Newer Boeing 737-300 variants are retrofitted with electronic flight decks and [[wingtip device|blended winglets]] to reduce operational costs. The retrofits make the 737-300s operationally compatible with the 737-700 and support the airline's move to embrace the [[Global Positioning System]] enabled [[Required Navigation Performance]] system.<ref>{{cite web|url=http://www.boeing.com/news/releases/2008/q4/081222a_nr.html |title=Boeing Press Release December 22, 2008 |publisher=Boeing.com |date=December 22, 2008 |accessdate=August 22, 2011}}</ref><ref>[http://www.aviationpartnersboeing.com/news/pdf/pr/2006/SouthwestAir.pdf]{{dead link|date=August 2011}}</ref>


The company has appeared on various "best places to work" list, with its employee culture mentioned by ''Travel and Leisure'', [[CNBC]], and ''Forbes''.<ref>{{cite web|last=Ward |first=Marguerite |url=https://www.cnbc.com/2016/12/09/4-reasons-people-love-working-at-southwest-which-has-never-laid-off-a-single-employee.html |title=4 reasons people love working at Southwest, which has never laid off a single employee |date=December 9, 2016 |website=CNBC}}</ref><ref>{{Cite press release|url=https://www.yahoo.com/now/southwest-airlines-named-among-forbes-200000756.html|title=Southwest Airlines Named Among Forbes' Best Employers In America |date=February 9, 2021 |agency=PRNewswire |website=yahoo!}}</ref> The company has also been named to ''Fortune'' magazine's "Most Admired Companies" list, reaching number 14 in 2021.<ref>{{Cite web|url=https://fortune.com/company/southwest-airlines/worlds-most-admired-companies/|title=Southwest Airlines &#124; 2021 World's Most Admired Companies|website=Fortune}}</ref>
Southwest added the [[Boeing 737-800]] to its fleet on April 11, 2012. The aircraft has 175 seats, 38 more than the former largest plane in Southwest's fleet.<ref>{{cite web|url=http://swamedia.com/releases/117bc41b-4dae-44b6-aa05-21d006b390b0 |title=Southwest Airlines Newsroom: Releases |publisher=Swamedia.com |date=2012-03-21 |accessdate=2013-07-29}}</ref> All -800s include the Boeing Sky Interior, with the 8300-series -800 planes also being equipped with ETOPS equipment.<ref name=738march>{{cite news |title=Southwest to take delivery of first 737–800 in March 2012 |author=Lori Ranson |url=http://www.flightglobal.com/news/articles/southwest-to-take-delivery-of-first-737-800-in-march-2012-350977 |publisher=Flightglobal |date=December 15, 2010 |accessdate=January 25, 2012}}</ref>


Southwest has never furloughed an employee.<ref name=warn2020>{{cite news |last=Arnold |first=Kyle |date=November 6, 2020 |title=Southwest Airlines issues 42 furlough warnings after cost-cutting talks stall |url=https://www.dallasnews.com/business/airlines/2020/11/06/southwest-issues-42-furlough-notices-after-cost-cutting-talks-stall/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=November 24, 2020}}</ref> As a result of the [[COVID-19 pandemic]], the company launched voluntary separation and extended time-off programs in 2020, and around 16,900 employees volunteered to take an [[early retirement]] or [[Leave of absence|long-term leave]].<ref>{{Cite web |date=July 23, 2020 |title=Southwest Reports Second Quarter 2020 Results |url=https://www.swamedia.com/releases/southwest-reports-second-quarter-2020-results |access-date=August 28, 2020 |website=Southwest Airlines Newsroom |language=en}}</ref> Roughly 24% were pilots and 33% were flight attendants.<ref>{{Cite web |date=July 20, 2020 |title=Nearly 30% Of Southwest Airlines Workers Opt To Take Extended Leave Or Early Retirement |url=https://www.cbsnews.com/dfw/news/nearly-30-southwest-airlines-workers-extended-leave-early-retirement/ |access-date=August 14, 2020 |publisher=[[KTVT]]}}</ref> In late 2020, the airline issued some [[WARN Act notice]]s and announced incipient pay cuts for many employees in response to pandemic impacts, but these measures were rescinded after the [[Consolidated Appropriations Act, 2021]] was enacted on December 27, 2020, providing additional financial aid to US airlines.<ref>{{cite news |last=Arnold |first=Kyle |date=December 28, 2020 |title=Southwest Airlines won't need furloughs and wage cut in 2021 after Trump signs stimulus package |url=https://www.dallasnews.com/business/airlines/2020/12/28/southwest-airlines-wont-need-furloughs-and-wage-cut-in-2021-after-trump-signs-stimulus-package/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=January 1, 2021}}</ref>
On December 13, 2011, Southwest placed a firm order for 150 Boeing 737 MAX 8 aircraft, becoming the launch customer for the type. First delivery is expected in 2017.<ref name=737max/> All 737 MAX 8 aircraft will include the Boeing Sky Interior.<ref name=737max>{{cite web |url=http://www.swamedia.com/releases/7b1c6522-daf8-40be-98d4-ce354aa974d3 |title=Southwest Airlines Will Become Launch Customer for the New Boeing 737 Max Aircraft |date=December 13, 2011 |publisher=Southwest Airlines |accessdate=January 26, 2012}}</ref>


The latest five year labor contract for Southwest Airlines pilots was approved in January 2024.<ref>{{cite news|url=https://www.reuters.com/business/aerospace-defense/southwest-airlines-pilots-approve-new-contract-2024-01-22/|title=Southwest Airlines pilots approve new five-year contract|publisher=Reuters|date=January 22, 2024|accessdate=September 16, 2024}}</ref>
On May 15, 2013, Southwest became the launch customer for the Boeing 737 MAX 7 aircraft and now has 30 MAX 7 aircraft on order. The first delivery is expected in 2019.<ref>{{cite news|title=Southwest Airlines Returns Value To Shareholders|url=http://swamedia.com/releases/southwest-airlines-returns-value-to-shareholders|accessdate=May 15, 2013}}</ref>


===Fleet gallery===
=== Impact on carriers ===
Southwest and its business model have had an influence on other low-cost carriers (LCC's). The competitive strategy combines a high level of employee and aircraft productivity with low unit costs by reducing aircraft turnaround time, particularly at the gate.<ref name="upinair">{{Cite web |last=Bamber, G.J., Gittell, J.H., Kochan, T.A. & von Nordenflytch, A. |year=2009 |title=Up in the Air: How Airlines Can Improve Performance by Engaging their Employees |url=http://www.cornellpress.cornell.edu/book/?GCOI=80140100965480 |url-status=live |archive-url=https://web.archive.org/web/20151031004303/http://www.cornellpress.cornell.edu/book/?GCOI=80140100965480 |archive-date=October 31, 2015 |access-date=August 10, 2011 |publisher=Cornell University Press, Ithaca}}</ref> Europe's [[EasyJet]] and [[Ryanair]] are two of the best-known airlines to follow Southwest's business strategy in that continent. Other airlines with a business model based on Southwest's system include Canada's [[WestJet]], [[Malaysia]]'s [[AirAsia]] (the first and biggest LCC in [[Asia]]), India's [[IndiGo]], Australia's [[Jetstar Airways|Jetstar]], a subsidiary of [[Qantas]] (although Jetstar now operates three aircraft types), [[Philippines]]' [[Cebu Pacific]], [[Thailand]]'s [[Nok Air]], [[Mexico]]'s [[Volaris]], [[Indonesia]]'s [[Lion Air]] and [[Turkey]]'s [[Pegasus Airlines]].<ref name="upinair" />
<center>
<gallery mode=packed>
File:EM DSC 6058 (8452647966).jpg|[[Boeing 737-800]]
File:Southwest Airlines Boeing 737-700 (2014 livery).jpg|[[Boeing 737-700]]
File:Southwest B737-300(N376SW) (4635412653).jpg|[[Boeing 737-300]]
File:N512SW (6284246715).jpg|[[Boeing 737-500]]
</gallery>
</center>


=== Lobbying against high-speed rail ===
===Historical fleet===
Southwest Airlines has a history of lobbying against [[high-speed rail]], which it sees as a competitor for short-distance commuter flights. In the early 1990s, Southwest lobbied US Congress and the Texas Legislature to oppose a high-speed rail system between [[Dallas]], [[San Antonio]], and [[Houston]], and filed three lawsuits against the initiative.<ref name="Perl 1997">{{Cite journal |last1=Perl |first1=Anthony |last2=Dunn |first2=James A. |date=1997 |title=Fast Trains: Why the U.S. Lags |url=https://www.jstor.org/stable/24995961 |journal=Scientific American |volume=277 |issue=4 |pages=106–108 |doi=10.1038/scientificamerican1097-106 |jstor=24995961 |bibcode=1997SciAm.277d.106P |issn=0036-8733}}</ref><ref name="Batheja 2014">{{Cite news |last=Batheja |first=Aman |date=March 7, 2014 |title=Bullet Train Failed Once, but It's Back |language=en-US |work=The New York Times |url=https://www.nytimes.com/2014/03/07/us/bullet-train-failed-once-but-its-back.html |access-date=December 29, 2022 |issn=0362-4331}}</ref><ref>{{Cite book |last=Perl |first=Anthony |url=https://www.jstor.org/stable/j.ctt130j48n |title=New Departures: Rethinking Rail Passenger Policy in the Twenty-First Century |date=2002 |publisher=University Press of Kentucky |isbn=978-0-8131-2211-3 |pages=165–166|jstor=j.ctt130j48n }}</ref><ref name="Powell 1995">{{Cite journal |last=Powell |first=Kathy |date=January 1, 1995 |title=Southwest Airlines v. High-Speed Rail: More Powerful Than a Locomotive |url=https://scholar.smu.edu/jalc/vol60/iss4/5 |journal=Journal of Air Law and Commerce |volume=60 |issue=4 |pages=1091}}</ref> In 1991, Southwest told Texas authorities, "Rail has a romantic appeal, but this case cannot be decided on the basis of nostalgia or even a desire to emulate the rail service of France and Germany. The American reality is that high-speed rail will be viable in [[Texas]] only by destroying the convenient and inexpensive transportation service the airlines now provide, and only by absorbing huge public subsidies."<ref name="Batheja 2014" /> In 1994, the high-speed rail initiative was cancelled.<ref name="Perl 1997" /> While several reasons led to the initiative's demise, most commentators attribute a key role to Southwest Airlines' aggressive campaign against it.<ref name="Powell 1995" />
<center>
{| class="toccolours sortable" border="1" cellpadding="3" style="border-collapse:collapse"
|+ '''Southwest Airlines fleet history'''
|- style="background:#f00;"
!Aircraft
!Introduction
!Retired
!Replacement(s)
!class="unsortable"|Notes
|-
|[[727-200|Boeing 727–200]]
|1979
|1987
|[[737-200|Boeing 737–200]]
|Leased from [[Braniff International]] and [[People Express Airlines (1980s)|People Express Airlines]]
|-
|[[737-200|Boeing 737–200]]
|1971
|2005
|[[Boeing 737-700|Boeing 737–700]]
|Southwest's first aircraft type
|}
</center>


===Livery===
=== Advertising ===
The company has always employed humor in its advertising. Former slogans include "Love Is Still Our Field", "Just Plane Smart", "The Somebody Else Up There Who Loves You", "You're Now Free to Move About the Country", "THE Low Fare Airline", "Grab your bag, It's On!", and "Welcome Aboard". The airline's slogan (as of 2022) is "Low fares. Nothing to hide. That's TransFarency!"<ref>{{Cite news |title=Southwest Airlines zings competitors' fees in new ads |work=USA Today|url=https://www.usatoday.com/story/todayinthesky/2015/10/08/southwest-airlines-zings-competitors-fees-in-new-ads/73613386/ |url-status=live |access-date=November 19, 2018 |archive-url=https://web.archive.org/web/20181120060631/https://www.usatoday.com/story/todayinthesky/2015/10/08/southwest-airlines-zings-competitors-fees-in-new-ads/73613386/ |archive-date=November 20, 2018}}</ref>
[[File:Southwest-Airlines-B737-N540SW.jpg|thumb|left|Original ''desert gold'' livery, used until 2001]]
Southwest's original primary livery was desert gold, red and orange, with pinstripes of white separating each section of color. The word ''Southwest'' appeared in white on the desert gold portion of the tail. On the original three 737-200s, from June 1971, on the left side of the plane, the word ''Southwest'' was placed along the upper rear portion of the fuselage, with the word ''Airlines'' painted on the tail [http://www.airliners.net/open.file/0111301/M/ N21SW]. On the right side, the word ''Southwest'' was on the tail, but also had the word ''Airlines'' painted on the upper rear portion of the fuselage.[http://www.airliners.net/open.file/0111315/M/ N20SW].


In March 1992, shortly after Southwest started using the "Just Plane Smart" motto, ''Stevens Aviation'', which had been using "Plane Smart" for its motto, advised Southwest that it was infringing on its trademark.<ref>"[https://www.youtube.com/watch?v=51a5xuxxxZQ Malice in Dallas part 1] {{Webarchive|url=https://web.archive.org/web/20151016105037/https://www.youtube.com/watch?v=51a5xuxxxZQ |date=October 16, 2015}}" "YouTube" Retrieved on October 8, 2009</ref><ref>{{Cite web |date=March 23, 1992 |title=Malice in Dallas &#124; Kevin & Jackie Freiberg |url=http://www.freibergs.com/books/nuts-southwest-airlines-crazy-recipe-for-business-and-personal-success/excerpts/malice-in-dallas/ |url-status=live |archive-url=https://web.archive.org/web/20130918004029/http://www.freibergs.com/books/nuts-southwest-airlines-crazy-recipe-for-business-and-personal-success/excerpts/malice-in-dallas/ |archive-date=September 18, 2013 |access-date=July 29, 2013 |publisher=Freibergs.com}}</ref> Instead of a lawsuit, the CEOs for both companies staged an arm-wrestling match. Held at the now-demolished [[Dallas Sportatorium]] and set for two out of three rounds, the loser of each round was to pay $5,000 to the charity of his choice, with the winner gaining the use of the trademarked phrase. A promotional video was created showing the CEOs "training" for the bout (with CEO Herb Kelleher being helped up during a sit-up where a cigarette and glass of [[Wild Turkey (bourbon)|Wild Turkey]] 101 whiskey was waiting) and distributed among the employees and also as a video press release along with the video of the match itself. Herb Kelleher lost the match for Southwest, with Stevens Aviation winning the rights to the phrase. Kurt Herwald, CEO of Stevens Aviation, immediately granted the use of "Just Plane Smart" to Southwest Airlines. The net result was both companies having use of the trademark.<ref>"[https://www.youtube.com/watch?v=EwU9m4oCtRE& Malice in Dallas (Round 3 and results)] {{Webarchive|url=https://web.archive.org/web/20161012053018/https://www.youtube.com/watch?v=EwU9m4oCtRE& |date=October 12, 2016}}" "YouTube" Retrieved on October 8, 2009</ref>
[[File:SouthwestNewLivery.jpg|thumb|right|''Canyon blue'' livery used from 2001 to 2014]]
Southwest introduced the canyon blue [[Aircraft livery|livery]] on January 16, 2001, the first primary livery change in Southwest's [then] 30-year history. ''Spirit One'' was the first plane painted in the canyon blue fleet color scheme. The second livery replaces the former primary color, desert gold, with canyon blue and changes the Southwest text and pinstripes to gold. The orange and red stripes continued to be used. The pinstripe along the plane was drawn in a more curved pattern instead of the straight horizontal line separating the colors in the original. For aircraft equipped with blended winglets, the blended winglets were painted to include the text ''Southwest.com''. Southwest completed repainting its entire fleet with the new Canyon Blue livery in early 2010; however, The Colleen Barrett Classic (N714CB), The Herbert D. Kelleher One (N711HK), & The Metallic Gold One (N792SW), which are Boeing 737–700 aircraft, retain the original desert gold livery. However, these classics do not have the black paint printed on the nose of the plane and do not have the number one heart on it.


==Accidents and incidents==
[[File:Southwest Airlines in Heart Livery.jpg|thumb|right|''Heart'' livery used 2014-present]]
<!-- Please read [[WP:AIRCRASH]] before adding additional incidents. -->
A new livery, named "Heart" and developed with firms [[GSD&M]], [[Lippincott]], VML, [[Razorfish (company)|Razorfish]], and Camelot Communications, was unveiled on September 8, 2014.<ref>{{Cite press release|title = Southwest unveils first new livery since 2001 |url = http://inairlinenews.com/2014/09/07/southwest-could-unveil-new-livery-monday/|date = 8 September 2014|publisher = In Airline News|accessdate = 8 September 2014|location = Dallas, TX}}</ref> The new livery uses a darker shade of blue. The orange stripe on the tail is changed to yellow, both the red and yellow stripes are now enlarged in reverse pattern, and the belly of the aircraft is now in blue and features a heart, which has been a symbol for Southwest during its 43-year history. Additionally, the pinstripes are changed to a silver-gray and the Southwest text, now white, has been moved to the front of the fuselage. Lettering is in a font custom designed by Monotype, Southwest Sans. The engines now feature the airline's web address, Southwest.com.
Southwest has had eleven accidents, including three aircraft [[hull loss]]es and four deaths: one accidental passenger death in flight, two non-passenger deaths on the ground, and one passenger death from injuries he sustained when subdued by other passengers while attempting to break into the cockpit of an aircraft. The airline is considered among the safest in the world. No passenger has died as a result of a crash.<ref name="In depth: World">{{Cite web |title=In depth: World's Safest Airlines |url=http://www.terminalu.com/travel-features/in-depth-worlds-10-safest-airlines-your-questions-answered/15229/ |url-status=dead |archive-url=https://web.archive.org/web/20120707052628/http://www.terminalu.com/travel-features/in-depth-worlds-10-safest-airlines-your-questions-answered/15229/ |archive-date=July 7, 2012 |access-date=July 15, 2012}}</ref>


{| class="wikitable sortable"
===Special liveries and decals===
|+ Southwest Airlines incidents and accidents, by date
Some Southwest aircraft feature special liveries or are named with special decals. Southwest gives these aircraft special names, usually ending in "One". All special liveries painted prior to ''Spirit One'' originally wore the standard Desert Gold, red and orange colors on the vertical stabilizer and rudder. Subsequent special liveries feature tails with the canyon blue livery. All earlier specials, with the exception of ''Triple Crown One'', have been repainted with the Spirit livery tail. Aircraft painted in special liveries have white painted blended winglets with the exception of Warrior One which added the split scimitar winglet in May 2014.<ref name=factsheet />
|-

!scope="col" class="unsortable"|Flight
<center>
!scope="col"| Date
{| class="toccolours sortable" border="1" cellpadding="3" style="border-collapse:collapse"
!scope="col"| Aircraft
|+ '''Southwest Airlines special liveries'''<ref>{{cite web|url=http://www.swamedia.com/channels/By-Category/pages/specialty-aircraft |title=Southwest Airlines Newsroom: By Category |publisher=Swamedia.com |accessdate=2013-07-29}}</ref>
!scope="col"| Location
|- style="background:#f00;"
!scope="col" class="unsortable"|Description
!Name
!scope="col"| Casualties
!Year
!Description
!Registration
!Photo
|-
|-
!scope="row"| [[Southwest Airlines Flight 1455|1455]]
|2,000th 737NG & 5,000th 737 produced
|{{nowrap|March 5, 2000}}
|2006
|{{nowrap|[[Boeing 737 Classic|Boeing 737-300]]}} N668SW
|Southwest received both the 5,000th 737 produced (February 13, 2006) (N230WN) and the 2,000th "Next Generation" 737 produced (July 27, 2006) (N248WN). The 2,000th "Next Generation" 737 is marked as such in its livery, though the 5,000th 737 is not similarly marked on the outside. It does have a placard stating that it is the 5000th 737 on the upper part of the inside entry door frame.
|{{nowrap|[[Burbank, California]]}}
|2,000th (N248WN), 5,000th (N230WN)
|The aircraft [[runway excursion|overran the runway]] upon landing at [[Burbank-Glendale-Pasadena Airport]], injuring 44. The accident resulted in the dismissal of the captain. The aircraft was damaged beyond repair.
|
|Two serious injuries, forty-two minor injuries
|-
|-
!scope="row"| [[Southwest Airlines Flight 1763|1763]]
|35th Anniversary
|{{nowrap|August 11, 2000}}
|
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-700]]}} N798SW
|Combined the original primary livery with the current canyon blue livery.
|In flight
|N238WN
|The aircraft was flying from [[Las Vegas, Nevada]], to [[Salt Lake City, Utah]] when 19-year-old Jonathan Burton attempted to storm the cockpit in an apparent case of [[air rage]]. He was restrained by six to eight other passengers. In the scuffle, Burton died of [[asphyxiation]].
|
|One death, one minor injury
|-
|-
!scope="row"| [[Southwest Airlines Flight 1248|1248]]
|500th 737
|{{nowrap|December 8, 2005}}
|2007
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-700]]}} N471WN
|Southwest received their 500th 737 on June 28, 2007. This aircraft is marked to honor this milestone.
|[[Chicago|Chicago, Illinois]]
|N281WN
|The aircraft overran the runway during landing at [[Chicago Midway Airport|Chicago Midway International Airport]] in heavy snow and slid into a nearby street, striking several cars and killing a six-year-old boy inside one of them. Injuries to several passengers and other people on the ground.
|
|One death, nine seriously injured (on ground); three minor injuries (on board)
|-
|-
!scope="row"| [[Southwest Airlines Flight 2294|2294]]
|Arizona One
|{{nowrap|July 13, 2009}}
|1994
|{{nowrap|[[Boeing 737 Classic|Boeing 737-300]]}} N387SW
|The flag of the state of [[Arizona]] applied across the aircraft.
|In flight
|N383SW
|The flight from [[Nashville International Airport]] to [[Baltimore-Washington International Airport]] was forced to divert to [[Yeager Airport]] in [[Charleston, West Virginia]] after a hole formed on the top of the aircraft's fuselage near the tail, resulting in depressurization of the cabin and deployment of the oxygen masks. The aircraft landed safely and was repaired.
|[[File:Arizona One at PDX.jpg|frameless]]
|None
|-
|-
!scope="row"| [[Southwest Airlines Flight 812|812]]
|California One
|{{nowrap|April 1, 2011}}
|1995
|{{nowrap|[[Boeing 737 Classic|Boeing 737-300]]}} N632SW
|The flag of the state of [[California]] applied across the aircraft.
|In flight
|N609SW
|The crew of the flight from [[Phoenix Sky Harbor International Airport|Phoenix Sky Harbor Airport]] to [[Sacramento International Airport]] diverted to [[Yuma International Airport]] after a hole appeared in the top of the aircraft fuselage. The aircraft landed safely.
|[[File:Southwest "California One" Livery.jpg|frameless]]
|Two minor injuries
|-
|-
!scope="row"| [[Southwest Airlines Flight 345|345]]
|Charles E. Taylor One
|{{nowrap|July 22, 2013}}
|2007
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-700]]}} N753SW
|Named in honor of Charles E. Taylor, the first aviation mechanic, who built the first aircraft engine that the Wright Brothers used on their flyer.
|{{nowrap|[[Queens|Queens, New York]]}}
|N289CT
|The flight from [[Nashville International Airport]] was severely damaged in a [[hard landing]] at New York's [[LaGuardia Airport]]. The nose landing gear collapsed with sufficient force to penetrate a nearby electronics bay; the aircraft then slid off the runway. The captain was fired and the aircraft was ultimately scrapped.
|
|Ten minor injuries
|-
|-
!scope="row"|149
|Colleen Barrett Classic/Heroine of The Heart
|{{nowrap|August 4, 2016}}
|2008
|{{nowrap|[[Boeing 737 Classic|Boeing 737-300]]}} N368SW<ref>{{cite web|url=https://asn.flightsafety.org/asndb/320035|title=Accident description for N368SW at Aviation Safety Network|website=asn.flightsafety.org|accessdate= August 29, 2024}}</ref>
|Named in tribute to Colleen Barrett, the company's former Executive Vice President. N714CB is painted in Southwest's original livery and N266WN wears a special decal in honor of Colleeen Barrett.
|{{nowrap|[[Anne Arundel County, Maryland]]}}
|N714CB, N266WN
|During pushback at [[Baltimore/Washington International Thurgood Marshall Airport]], the aircraft suffered a failure of the nose landing gear because of the tug operators speed during pushback. The nose landing gear collapsed in a forward direction, causing severe damage to the gear structure, nose gear wheel and crushing the forward bulkhead. The plane was substantially damaged and written off.
|
|None
|-
|-
!scope="row"| [[Southwest Airlines Flight 3472|3472]]
|Colorado One
|{{nowrap|August 27, 2016}}
|2012
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-700]]}} N766SW
|The flag of the state of Colorado is painted across the aircraft. This aircraft is also the 5,000th 737 produced.
|In flight
|N230WN
|The flight from [[Louis Armstrong New Orleans International Airport]] to [[Orlando International Airport]] suffered an [[uncontained engine failure]], damaging the engine nacelle and causing a gash in the fuselage. The aircraft diverted and landed without further incident at [[Pensacola International Airport]].
|
|None
|-
|-
!scope="row"| [[Southwest Airlines Flight 1380|1380]]
|Florida One
|{{nowrap|April 17, 2018}}
|2010
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-700]]}} N772SW
|The flag of the state of Florida applied across the aircraft.
|In flight
|N945WN
|The flight from [[LaGuardia Airport|New York-LaGuardia]] to [[Dallas Love Field|Dallas]] made an emergency landing at [[Philadelphia International Airport]] after debris from an uncontained engine failure smashed a passenger window. The resulting depressurization pushed a passenger partially out a window, causing critical injuries that led to her death.
|[[File:Southwest Florida 737.jpg|frameless]]
|One death, eight minor injuries
|-
|-
!728
|The Fred J. Jones
|December 6, 2018
|1984
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-700]]}} N752SW
|In honor of Fred J. Jones, one of Southwest's original employees.<ref>Southwest Airlines Newsroom: By Date<!-- Bot generated title --></ref> Signature on the nose. It later became Southwest's only 737–200 to be painted in the Canyon Blue livery when it was applied in 2001. The aircraft was retired in 2005 and replaced in the same year with a 737–700 with the same signature on the cone. The replaced aircraft is also the first 737 Next Generation that was manufactured without eyebrow windows above the cockpit.
|{{nowrap|[[Burbank, California]]}}
|N201LV
|The flight from [[Oakland International Airport]] overran the runway upon landing at Burbank, but the aircraft was stopped by an [[engineered materials arrestor system]] (EMAS) that had been implemented as a result of the Flight 1455 accident.<ref>{{cite news |last=Gilbertson |first=Dawn |date=December 6, 2018 |title=Southwest plane skids off the runway in rainy weather in California |url=https://www.usatoday.com/story/travel/flights/2018/12/06/southwest-airlines-plane-skids-off-runway-burbank-airport-california/2226932002/ |access-date=6 December 2018 |website=USA Today}}</ref>
|
|None<ref>{{cite news |last=Hradeky |first=Simon |date=December 6, 2018 |title=Incident: Southwest B737 at Burbank on Dec 6th 2018, overran runway on landing |url=http://avherald.com/h?article=4c1378c5 |newspaper=[[The Aviation Herald]]}}</ref>
|-
|-
! scope="row" | 1392
|Green Plane
|{{nowrap|May 7, 2020}}
|2009
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-700]]}} N401WN<ref name="wn1392">{{Cite web |title=Flight history for Southwest Airlines flight WN1392 |url=https://www.flightradar24.com/data/flights/wn1392 |website=flightradar24.com}}</ref>
|Served as a test plane for new environmentally responsible materials and customer comfort products. When combined, the initiatives equated to a weight savings of about five pounds per seat, saving fuel and reducing emissions, along with adding recyclable elements to the cabin interior and reducing waste. The plane also included a decal rendition of the Southwest corporate logo in green on the side of the plane.
|[[Austin, Texas]]
|N222WN
|Shortly after landing at [[Austin–Bergstrom International Airport]], a pilot reported having seen someone on Runway 17R; subsequent investigation by airport operations found the body of a man on the runway, having seemingly been struck by the aircraft during or shortly after it touched down.
|
|One death (on ground)
|-
|-
!scope="row"|307
|Heart One & Two
|August 15, 2023
|2014
|[[Boeing 737|Boeing 737-700]] N7737E<ref>{{cite web|url=https://asn.flightsafety.org/wikibase/343587|title=Accident description for N7737E at Aviation Safety Network|website=asn.flightsafety.org|accessdate= August 29, 2024}}</ref>
|First two planes painted in the new Southwest Heart livery. 737-800's with split scimitar winglets.
|[[William P. Hobby Airport|Houston, Texas]]
|N8642E & N8645A
|After takeoff, the right-hand engine suffered a mechanical issue and began emitting bangs and flames. The crew returned the 737 to [[William P. Hobby Airport]].
|
|None
|-
|-
!scope=“row”| 4069
|The Herbert D. Kelleher One
|June 19, 2024
|2008
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-800]]}} N8555Z
|Named in honor of Herbert D. Kelleher, the company's former CEO and Chairman and painted in Southwest's original livery.
|{{nowrap|Prior to landing,<br />[[Yukon, Oklahoma]]}}
|N711HK
|Shortly before landing at [[Will Rogers World Airport]] in [[Oklahoma City|Oklahoma City, Oklahoma]], just after midnight that day, the flight was cleared for a [[visual approach]] for Runway 13. However, they descended too much and ended up at about 500 feet or 152 meters. The Air Traffic Control at the arrival airport received a low altitude alert for the 737. The crew made a go-around and roughly 10 minutes later, they landed safely on Runway 17R.
|
|None
|-
|Illinois One
|2008
|The flag of the state of [[Illinois]] applied across the aircraft.
|N918WN
|[[File:Southwest Airlines Illinois One Livery.jpg|frameless]]
|-
|Jack Vidal One
|1995
|First flew on February 27, 1995. It was delivered to Southwest on March 10, 1995.
|N601WN
|
|-
|The June M. Morris
|1994
|In honor of June Morris (founder of [[Morris Air]]), Signature and Morris Air logo on the nose. Signature and logo removed for Canyon Blue repaint.
|N607SW, Original, Canyon Blue
|
|-
|Lone Star One
|1990
|The flag of the state of Texas applied across the aircraft.
|N352SW
|[[File:Southwest 737 Lonestar One.jpg|frameless]]
|-
|Maryland One
|2005
|The flag of the state of [[Maryland]] applied across the aircraft.
|N214WN
|[[File:Southwest Maryland 737.JPG|frameless]]
|-
|Metallic Gold One
|2007
|The last aircraft delivered to Southwest in the original livery.
|N792SW
|
|-
|Nevada One
|1999
|The flag of the state of [[Nevada]] applied across the aircraft.
|N727SW
|
|-
|New Mexico One
|2000
|The flag of the state of [[New Mexico]] applied across the aircraft.
|N781WN
|
|-
|Nolan Ryan Express
|1998
|Commemorative sticker dedicated to famous Texas pitcher [[Nolan Ryan]] who is [[MLB]]'s all-time strikeout leader with 5,714 strikeouts.
|N742SW
|
|-
|Penguin One
|2013
|To commemorate the 25th year of Southwest Airlines' partnership with [[SeaWorld]], an aircraft was painted with penguins and advertisements for SeaWorld. It was repainted to standard Southwest livery following the end of Southwest's partnership with SeaWorld.<ref name="swamedia.com">http://swamedia.com/releases/statement-on-southwest-and-seaworld-partnership?l=en-US</ref>
|N280WN
|[[File:N280WN 21Mar14a.jpg|frameless]]
|-
|[[Shamu (SeaWorld show)|Shamu]]
|1988
|Two aircraft were painted to look like an [[Orca]], with advertisements for [[SeaWorld]].{{ref|1|1}} It was repainted to standard Southwest livery following the end of Southwest's partnership with SeaWorld.<ref name="swamedia.com"/> N713SW confirmed repainted in Heart livery on March 3rd departing PDX source: airliners.net
|N713SW, N715SW
|[[File:Southwest 737-3H4 N334SW BWI Shamu.jpg|frameless]]
|-
|Silver One
|1996
|25th Anniversary aircraft. Originally polished bare metal, it was later painted silver for easier maintenance. It was then re-painted with a silver metallic paint. This aircraft also featured silver seats, which were replaced to conform with the rest of the fleet for simplicity. Silver One also featured silver heart shaped drink stirrers. Most recently Silver One was repainted in the fleet standard Canyon Blue theme due to the silver paint looking dingy and the company felt it did not fit the company's cheerful, bright personality. The Silver One nose logo remained but the interior was replaced with the fleet standard blue and tan.
|N629SW (Original, Silver Paint, Canyon Blue)
|
|-
|Slam Dunk One
|2005
|Basketball superimposed on side of aircraft and a different NBA team logo on each overhead bin in the cabin, recognizing Southwest's partnership with the [[National Basketball Association]]. On October 11, 2010 Southwest Airlines and the National Basketball Association ended their partnership and the aircraft was repainted to standard canyon blue livery. Source: Dallas Morning News Aviation Blog [http://www.airliners.net/photo/Southwest-Airlines/Boeing-737-7H4/0953359/L (N224WN)].
|N224WN
|
|-
|The Spirit of Hope
|2004
|Dedicated to the Ronald McDonald House. Overhead bins are covered in artwork from kids at a Ronald McDonald House in Washington State.
|N443WN
|
|-
|{{nowrap|The Spirit of Kitty Hawk}}
|1984
|Livery and title introduced the first three Boeing 737–300 aircraft to the Southwest Airlines fleet. N300SW is the oldest −300 in the fleet, followed by N301SW and N302SW
|N300SW, N301SW, N302SW
|
|-
|Spirit One
|2001
|30th Anniversary aircraft, first aircraft in canyon blue paint scheme
|N793SA
|
|-
|Sports Illustrated
|2009
|A large decal of [[Sports Illustrated Swimsuit Edition]] Cover Model [[Bar Refaeli]] adorns the fuselage of N922WN. However on June 16, 2009 this aircraft was photographed in full canyon blue on a photo posted on airliners.net.<ref>{{Cite news|title=Southwest Paints Swimsuit Model on Plane |work=PopSci.com.au |date=February 12, 2009 |url=http://www.popsci.com.au/military-aviation-amp-space/article/2009-02/southwest-paints-swimsuit-model-plane |accessdate =February 12, 2009}}</ref>
|N922WN
|
|-
|Tinker Bell One
|2008
|Includes the logo of the [[Tinker Bell]] movie and a sticker featuring the phrase "Powered by Pixie Dust". However on April 2, 2010 this aircraft was photographed in full canyon blue, and later with the "Free Bags Fly Here" sticker just above the cargo door to promote Southwest's Bags Fly Free campaign.
|N912WN
|
|-
|Triple Crown One
|1997
|Livery dedicated to the employees of Southwest, in recognition of Southwest receiving five Triple Crown airline industry awards (best on-time record, best baggage handling, and fewest customer complaints). The overhead bins in Triple Crown One are inscribed with the names of all employees that worked for Southwest at the time, in honor of their part in winning the award.
|N647SW
|[[File:Southwest Triple Crown.jpg|frameless]]
|-
|Warrior One
|2012
|Named in salute of the Southwest Employees' Warrior Spirit, and was the first Boeing 737–800 to enter Southwest service. It will keep the Southwest Spirit livery.
|N8301J
|
|-
|-
!scope=“row”| 2494
|November 15, 2024
|{{nowrap|[[Boeing 737 Next Generation|Boeing 737-800]]}} <!--registration number not listed in reliable sources yet-->
|{{nowrap|[[Dallas, Texas]]}}
|Struck near the cockpit by a bullet while preparing to take off from Love Field. No injuries were reported, the aircraft safely returned to the gate, and the passengers transferred to another aircraft. The incident aircraft was taken out of service. [[Dallas Police Department|Dallas police]], [[Dallas Fire-Rescue Department|Dallas Fire-Rescue]], and the FAA initiated investigations.<ref>{{cite news |last=Yoon |first=John |title=Bullet Hits Southwest Plane at Dallas Love Field Airport |url=https://www.nytimes.com/2024/11/16/us/dallas-southwest-plane-bullet.html |url-access=limited |work=The New York Times |location=New York City |date=November 16, 2024 |access-date=November 18, 2024}}</ref><ref>{{cite news |last=Kyle |first=Matt |date=November 16, 2024 |title=Southwest plane hit by gunfire at Dallas Love Field, police say |url=https://www.dallasnews.com/news/crime/2024/11/16/southwest-plane-hit-by-gunfire-at-dallas-love-field-police-say/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=November 18, 2024 }}</ref><ref>{{cite web |author=<!--not stated--> |title=Southwest Airlines plane struck by bullet before departure in Dallas |url=https://www.reuters.com/business/aerospace-defense/southwest-airlines-plane-struck-by-bullet-before-departure-dallas-2024-11-16/ |date=November 16, 2024 |access-date=November 18, 2024 |publisher=Reuters |website=reuters.com}}</ref>
|None
|}
|}


==Controversies and passenger incidents==
</center>
{{See also|1=Access Now v. Southwest Airlines|l1=Access Now v. Southwest Airlines|2=Flying while Muslim#Southwest Airlines|3=Boeing 737 MAX groundings}}
;Notes
* {{note|1|1}}The first aircraft to be painted in the "Shamu" scheme was N334SW (1988), a 737–300 and it was later followed by N507SW (Shamu II) and N501SW (Shamu III), both 737-500s. Subsequent to the retirement of Southwest's 737-200s, the 737-500s began to stay within a smaller geographic area formerly operated by the 737-200s and as such, Sea World was no longer getting the optimal national exposure from these two aircraft. Two 737–700 aircraft, N713SW and N715SW, were repainted as the new Shamu aircraft and both N501SW and N507SW were repainted in canyon blue colors. In 2013, N334SW was retired, leaving two Shamu aircraft. The artwork on the nose of each aircraft states "Shamu" plus the overhead bins on the aircraft display ads for Sea World.


On June 22, 2011, a March 25 recording was released to the press of an apparently inadvertent in-flight radio transmission of Southwest captain James Taylor conversing with his first officer. The conversation was peppered with obscenities directed at gay, overweight, and older flight attendants. According to Southwest, the pilot was reprimanded and temporarily [[suspended without pay]] and received [[diversity education]] before being reinstated.<ref>{{Cite news |date=June 23, 2011 |title=Southwest disciplines pilot for rant during flight |work=CNN |url=http://www.cnn.com/2011/TRAVEL/06/22/airline.pilot.rant/ |url-status=live |access-date=June 23, 2011 |archive-url=https://web.archive.org/web/20121110133514/http://www.cnn.com/2011/TRAVEL/06/22/airline.pilot.rant/ |archive-date=November 10, 2012}} CNN Travel – Retrieved June 22, 2011</ref><ref>{{Cite news |title=Southwest Airlines Pilot's Rant – Transcript, Here's What He Said |url=http://www.sure-start.com/southwest-airlines-pilots-rant-transcript-heres-what-he-said/3675417/ |url-status=dead |archive-url=https://web.archive.org/web/20110628012804/http://www.sure-start.com/southwest-airlines-pilots-rant-transcript-heres-what-he-said/3675417/ |archive-date=June 28, 2011}}</ref><ref>{{Cite news |title=Southwest Airlines Pilot Broadcasts Hate For Flight Attendants Over ATC Radio – Raw Audio File |url=http://aviationnewstoday.com/2011/06/22/southwest-airlines-pilot-broadcasts-hate-for-flight-attendants-over-atc-radio-raw-audio-file/ |url-status=live |access-date=March 22, 2013 |archive-url=https://web.archive.org/web/20130305105522/http://aviationnewstoday.com/2011/06/22/southwest-airlines-pilot-broadcasts-hate-for-flight-attendants-over-atc-radio-raw-audio-file/ |archive-date=March 5, 2013}} Aviation News Today – Retrieved June 22, 2011</ref>
==Products and services==


On September 26, 2017, a woman was removed from a Southwest flight after claiming to have a life-threatening allergy to dogs, two of which were present on the aircraft, including a [[service animal]]. Southwest employees requested that she provide documentation of her condition and staff asked her to exit the aircraft multiple times. Police ultimately had to escort her away.<ref>{{Cite news |last=Rosenblatt |first=Kalhan |date=September 27, 2017 |title=Southwest Airlines Apologizes After Video Shows Woman Being Dragged off Plane |work=[[NBC News]] |url=https://www.nbcnews.com/storyline/airplane-mode/southwest-airlines-apologizes-after-video-shows-woman-being-dragged-plane-n805111 |url-status=live |access-date=February 21, 2018 |archive-url=https://web.archive.org/web/20170929045433/https://www.nbcnews.com/storyline/airplane-mode/southwest-airlines-apologizes-after-video-shows-woman-being-dragged-plane-n805111 |archive-date=September 29, 2017}}</ref><ref>{{Cite news |last=Gant |first=Michelle |date=September 27, 2017 |title=Southwest Airlines passenger dragged off plane after claiming to have life-threatening pet allergy |work=[[Fox News]] |url=https://www.foxnews.com/travel/southwest-airlines-passenger-dragged-off-plane-after-claiming-to-have-life-threatening-pet-allergy |url-status=live |access-date=February 21, 2018 |archive-url=https://web.archive.org/web/20170929091141/http://www.foxnews.com/travel/2017/09/27/southwest-airlines-passenger-dragged-off-plane-after-claiming-to-have-life-threatening-pet-allergy.html |archive-date=September 29, 2017}}</ref>
===Southwest experience===
[[File:SWAgate.jpg|thumb|Southwest operates using a unique boarding process]]
Southwest offers free in-flight non-alcoholic beverages and offers alcoholic beverages for sale. Southwest has complimentary peanuts or pretzels on all flights, and most flights have free [[Nabisco]] snacks. Southwest is known for colorful boarding announcements and crews that burst out in song.<ref>{{Cite web |title=Southwest Airlines Has A Secret Weapon To Make Everyone Love Flying |first=Jana |last=Kasperkevic |work=[[Business Insider]] |date=13 March 2012 |accessdate=2014-11-06 |url=http://www.businessinsider.com/this-airlines-flight-attendants-vow-planes-full-of-people-by-singing-2012-3}}</ref><ref>{{Cite web |title=Southwest, other airlines take safety talks to new, hilarious heights |last=Forgione |first=Mary |work=[[LA Times]] |date=18 April 2014 |accessdate=2014-11-06 |url=http://www.latimes.com/travel/deals/la-trb-air-safety-instructions-20140417-story.html}}</ref><ref>{{Cite web |title=Southwest Airlines flight attendant gives hilarious safety speech |first=Sasha |last=Goldstein |work=[[NY Daily News]] |date=2014-04-14 |accessdate=2014-11-06 |url=http://www.nydailynews.com/news/national/watch-southwest-airlines-flight-attendant-hilarious-safety-speech-article-1.1756444}}</ref> The singing is quite popular among passengers.<ref>
{{Cite news| author=David Grossman| title = I don't hate Southwest anymore|work=USA Today| date = October 17, 2005| url = http://www.usatoday.com/travel/columnist/grossman/2005-10-14-grossman_x.htm| accessdate =June 10, 2007}}</ref>


On December 29, 2017, a family was removed from a flight from [[Chicago Midway Airport]] because of an unconfirmed [[head lice]] accusation. The family did not have lice and was re-accommodated on a flight two days later.<ref>{{Cite news |last=Darby |first=Adam |date=January 1, 2018 |title=Disneyland-bound family kicked off Southwest flight after unconfirmed lice accusation |work=[[The Kansas City Star]] |publisher=[[The McClatchy Company]] |url=http://www.kansascity.com/news/business/article192437134.html |url-status=live |access-date=February 21, 2018 |archive-url=https://web.archive.org/web/20180222050309/http://www.kansascity.com/news/business/article192437134.html |archive-date=February 22, 2018}}</ref>
Southwest maintains excellent customer satisfaction ratings; according to the [[United States Department of Transportation|Department of Transportation]] Southwest ranks number one (lowest number of complaints) of all U.S. airlines for customer complaints. Southwest Airlines has consistently received the fewest ratio of complaints per passengers boarded of all major U.S. carriers that have been reporting statistics to the Department of Transportation (DOT) since September 1987, which is when the DOT began tracking Customer Satisfaction statistics and publishing its Air Travel Consumer Report.


In October 2019, a Southwest flight attendant filed a lawsuit against the airline, claiming that two pilots had livestreamed footage from a camera hidden in the plane's toilet to an [[iPad]], and that one of the pilots said that such cameras were a "top-secret security measure" installed in all of the airline's [[Boeing 737 Next Generation#737-800|737-800]] aircraft.<ref>{{Cite news |date=October 27, 2019 |title=Southwest Airlines pilots 'livestreamed plane toilet on hidden camera' |work=[[BBC News]] |url=https://www.bbc.com/news/world-us-canada-50195763 |url-status=live |access-date=October 27, 2019 |archive-url=https://web.archive.org/web/20191028015310/https://www.bbc.com/news/world-us-canada-50195763 |archive-date=October 28, 2019}}</ref> Southwest and the pilot union stated that the film was a hoax and a "poor attempt at humor" by one of the pilots, who had previously recorded himself on a different aircraft, fully clothed.<ref>{{Cite web |date=October 29, 2019 |title=Press Release - Southwest Airlines Pilots Association Denies Media Reports Regarding Pilots' Alleged Use of Cameras to Conduct Video Surveillance in Lavatories |url=https://swaparesources.s3-us-west-2.amazonaws.com/assets/articles/2019/191029_PressRelease_LAV.pdf |access-date=November 20, 2019 |website=Southwest Airlines Pilots Association}}</ref>
Prior to 2007, Southwest boarded passengers by grouping the passengers into three groups, labeled A, B and C. Passengers would line up at their specified letter and board.<ref name="abcnews">{{cite web|last=Lollis |first=Barbara De |url=http://abcnews.go.com/Travel/story?id=3624856&page=1#.UEEvWkLT0fM |title=Southwest to Change Boarding Process - ABC 123 News |publisher=Abcnews.com |date=September 19, 2007 |accessdate=December 19, 2012}}</ref> In 2007, Southwest modified their boarding procedure by introducing a number. Each passenger receives a letter (A, B or C) and a number 1 through 60. Passengers line up in numerical order within each letter group.<ref name="abcnews" />


In February 2020, a report conducted by the DOT inspector general found that Southwest was flying airplanes with safety concerns and that the [[Federal Aviation Administration]] was failing to properly oversee the airline.<ref>{{Cite news |last=Koenig |first=David |date=February 12, 2020 |title=Federal report faults Southwest Airlines and FAA on safety |work=Associated Press |url=https://apnews.com/d9461062f43a622a942b77800053b54d |access-date=February 12, 2020}}</ref>
===In-flight entertainment===
After completing a testing phase that began in February 2009, Southwest announced on August 21, 2009 that it would begin rolling out in-flight [[wi-fi]] Internet connectivity via [[Row 44]]'s satellite-broadband based product. Southwest began adding Wi-Fi to its aircraft in the first quarter of 2010. The airline began testing streaming live television in the summer of 2012 and video on demand in January 2013. All 737-700s and -800s are now equipped with Wi-Fi, streaming live television, [[Beats Electronics|Beats]] audio and video on demand.<ref>{{cite web|url=http://www.southwest.com/wifi/?int=GFOOTER-PRODUCTS-WIFI |title=WiFi Access – Southwest Airlines |publisher=Southwest.com |accessdate=2012-02-28}}</ref><ref>{{cite web|last=Vargo |first=Angela |url=http://www.blogsouthwest.com/video/tv-and-movies-demand-wifis-got-it |title=Video &#124; Nuts About Southwest |publisher=Blogsouthwest.com |date=2013-02-19 |accessdate=2013-06-20}}</ref>
[[File:Southwest 737-800 interior.jpg|thumb|200px|Passengers board a new 737-800 jetliner with the new Evolve Interior at [[Sacramento International Airport]]]]


In 2020, a captain of a Southwest flight watched pornography on a laptop computer with his clothes removed while his female first officer continued her duties. The captain retired before the incident was reported, but he was subsequently prosecuted for intentionally committing a lewd, indecent or obscene act in a public place, and the airline terminated his retirement benefits.<ref>{{cite news |author=<!---staff writers, no by-line.---> |date=April 5, 2021 |title=Southwest pilot is accused of indecent exposure during flight |url=https://www.dallasnews.com/business/airlines/2021/04/05/southwest-pilot-is-accused-of-indecent-exposure-during-flight/ |url-access=limited |work=[[The Dallas Morning News]] |agency=Associated Press |location=Dallas, Texas |access-date=May 31, 2021}}</ref><ref>{{cite news |last= |first= |date=May 29, 2021 |title=Ex-US airline pilot admits lewd act in cockpit mid-flight |url=https://www.bbc.co.uk/news/world-us-canada-57294412 |work=BBC |location= |access-date=May 31, 2021 |quote="[The pilot] further engaged in inappropriate conduct in the cockpit, as the first officer continued to perform her duties," federal prosecutors said in a statement... [He] was charged in Maryland because it was the state that the plane was flying over at the time. He pleaded guilty to intentionally committing a lewd, indecent or obscene act in a public place.}}</ref>
===Evolve interior===
On January 17, 2012 Southwest introduced a plan to retrofit its fleet with a new interior. Improvements include a modern cabin design, lighter and more comfortable seats made of eco-friendly products, increased under-seat space, new netted seatback pockets to provide more knee room, a new fixed-wing headrest and improved ergonomics. All Boeing 737-700s and -800s and 78 737-300s have the Evolve Interior.<ref>{{cite web|url=http://swamedia.com/releases/81d1c4d0-f352-42e8-94ef-fa38c179fad5?search=evolve |title=Southwest Airlines Newsroom: Releases |publisher=Swamedia.com |date=2012-01-17 |accessdate=2013-07-29}}</ref> Though not originally planned, because of space saved, Southwest was able to fit an extra row of seats on its planes.


On May 23, 2021, a female passenger aboard a Southwest flight repeatedly punched a female flight attendant in the face after landing at [[San Diego International Airport]], causing the attendant to lose two teeth. The passenger was subsequently charged with causing serious bodily injury.<ref>{{cite news |last=Lieberman |first=Grace |date=May 27, 2021 |title=This video captures the punches that knocked out a Southwest Airlines flight attendant's teeth |url=https://www.dallasnews.com/business/airlines/2021/05/27/this-video-captures-the-punches-that-knocked-out-a-southwest-airlines-flight-attendants-teeth/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=May 31, 2021}}</ref>
==Rapid Rewards==
Southwest first began to offer a [[frequent-flyer program]] on June 20, 1987, calling it '''The Company Club'''. Unlike competitor's programs which were based on miles flown, The Company Club credited for trips flown regardless of distance.<ref name=company_club>{{cite web |url=http://www.swamedia.com/channels/By-Date/pages/1985-to-1989 |title=1985 to 1989 |year=2011 |work=swamedia.com |publisher=Southwest Airlines Co |archiveurl=http://www.webcitation.org/5vfEfYJoF |archivedate=January 11, 2011 |accessdate=January 11, 2011 |quote=...Southwest introduces "The Company Club," a frequent flyer program based on total trips flown, regardless of distance...}}</ref> Southwest Airlines renamed its frequent flyer program '''Rapid Rewards''' on April 25, 1996.<ref name=rr_name>{{cite web |url=http://www.swamedia.com/channels/By-Date/pages/1995-to-1997 |title=1995 to 1997 |year=2011 |work=swamedia.com |publisher=Southwest Airlines Co |archiveurl=http://www.webcitation.org/5vfEDlww7 |archivedate=January 11, 2011 |accessdate=January 11, 2011 |quote="Rapid Rewards" officially takes the place of "The Company Club" as the new name for our frequent flier program.}}</ref>


Citing four [[whistleblower]]s, federal investigators with the [[US Office of Special Counsel]] released a report on July 27, 2022, that follows up on the 2020 DOT inspector general's report. The 2022 report claims that Southwest stonewalled [[Federal Aviation Administration]] (FAA) investigations into maintenance and piloting safety lapses, and criticized the FAA for failing to adequately oversee the airline, stating that senior FAA staff "mismanaged and interfered" with investigations "in the face of SWA's intimidation tactics". The report accuses Southwest of misusing the FAA's [[Aviation Safety Action Program]] (ASAP) to hide pilot errors, while accusing the FAA of failing to adequately oversee Southwest's mechanics, and of failing to adequately vet maintenance records provided by the airline for forty-nine [[Boeing 737|737 aircraft]] purchased from foreign carriers whose documentation practices did not meet FAA standards.<ref>{{cite news |last=Arnold |first=Kyle |date=July 27, 2022 |title=Southwest Airlines stonewalled FAA safety investigations, whistleblowers say |url=https://www.dallasnews.com/business/airlines/2022/07/27/southwest-airlines-stymied-faa-investigations-federal-watchdog-report-says/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=July 28, 2022 |quote=The investigation confirmed that senior leadership at the Federal Aviation Administration “mismanaged and interfered” with the arm overseeing Southwest Airlines between 2018 and 2020 “in the face of SWA’s intimidation tactics.”}}</ref>
The original Rapid Rewards program offered one credit per one-way flight from an origin to a destination including any stops or connections on Southwest Airlines. When 16 credits were accumulated in a 24 month period, Southwest awarded one free round-trip ticket that was valid for 12 months.<ref name=rr_old_rules>{{cite web |url=http://www.southwest.com/rapid_rewards/rules_and_regs.html |title=Rapid Rewards Membership Rules |date=August 2, 2010 |work=southwest.com |publisher=Southwest Airlines Co |archiveurl=http://www.webcitation.org/5vfAj0Car |archivedate=January 11, 2011 |accessdate=January 11, 2011 |quote=One credit will be given for each Southwest Airlines flight flown.}}</ref>


===December 2022 holiday meltdown===
On March 1, 2011, Rapid Rewards changed to a points system based on ticket cost. Members earn and redeem points based on a three-tier fare scale multiplier and the cost of the ticket. Changes also included no [[blackout dates]], seat restrictions or expiring credits. It also adds more options to use points.<ref name=rr_pr>{{cite web |url=http://swamedia.com/releases/e7b3eef4-9551-7110-d957-0d004d252569 |title=Southwest Airlines Introduces The All-New Rapid Rewards Program! |date=2011-01-05 |work=swamedia.com |publisher=Southwest Airlines Co |archiveurl=http://www.webcitation.org/5vfAIpWvU |archivedate=January 11, 2011 |accessdate=January 11, 2011 |quote=...Rapid Rewards program, the carrier’s frequent flyer program...}}</ref><ref name=rr_new>{{cite web |url=http://www.southwest.com/newRR/redeemPoints.do |title=Redeem Points |year=2011 |work=southwest.com |publisher=Southwest Airlines Co |archiveurl=http://www.webcitation.org/5vfBDpOCb |archivedate=January 11, 2011 |accessdate=January 11, 2010 |quote=Lower fares require fewer points.}}</ref><ref>{{cite web|last=Green |first=Ryan |url=https://www.blogsouthwest.com/blog/introducing-all-new-rapid-rewards-blog-post |title=Blog &#124; Nuts About Southwest |publisher=Blogsouthwest.com |accessdate=2013-07-29}}</ref>
{{Main|2022 Southwest Airlines scheduling crisis}}


The airline experienced severe delays and thousands of flight cancellations starting on December 21, 2022, and continuing through the Christmas holiday.<ref name=Reuters-fine>{{cite news |last=Shepardson |first=David |date=December 18, 2023 |title=Southwest Airlines agrees to $140 million penalty over 2022 holiday meltdown |url=https://www.reuters.com/business/aerospace-defense/southwest-airlines-agrees-140-million-penalty-over-2022-holiday-meltdown-2023-12-18/ |work=[[Reuters]] |access-date=January 5, 2024}}</ref><ref name=NYT-fine>{{cite news |last1=Walker |first1=Mark |last2=Chokshi |first2=Niraj |date=December 18, 2023 |title=U.S. Fines Southwest Airlines $140 Million for Holiday Meltdown |url=https://www.nytimes.com/2023/12/18/business/southwest-airlines-fine.html |work=[[The New York Times]] |location=New York City |access-date=January 5, 2024}}</ref><ref name=BBC-fine>{{cite news |last=Yousif |first=Nadine |date=December 18, 2023 |title=Southwest Airlines fined $140m for holiday meltdown |url=https://www.bbc.com/news/world-us-canada-67751069 |work=[[BBC]] |access-date=January 5, 2024}}</ref> While many cancellations were due to bad weather from the severe [[late December 2022 North American winter storm|late December winter storm]] across much of the United States, industry experts and SWAPA also blamed inadequate staffing and the airline's "outdated" employee scheduling system, citing reports of pilots waiting on hold on the telephone for up to eight hours awaiting work assignments.<ref>{{cite news|url=https://www.npr.org/2022/12/27/1145616523/southwest-airlines-flight-cancellations-2022 |title=The blizzard is just one reason behind the operational meltdown at Southwest Airlines |last1=Neuman |first1=Scott |last2=Ludden |first2=Jennifer |date=December 27, 2022 |work=[[NPR]] |access-date=December 28, 2022}}</ref><ref name=reset/> On December 26, the airline initiated a massive system "reset", preemptively canceling thousands of flights and halting ticket sales over concerns that travelers might buy tickets for flights that were subsequently canceled.<ref name=reset>{{cite news |last=Arnold |first=Kyle |date=December 27, 2022 |title=Southwest Airlines slashes thousands of flights in days ahead to 'reset' after meltdown |url=https://www.dallasnews.com/business/airlines/2022/12/27/southwest-airlines-slashes-thousands-of-flights-in-days-ahead-to-reset-after-meltdown/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=December 28, 2022}}</ref> Federal officials criticized the airline and [[US Department of Transportation]] (USDOT) Secretary [[Pete Buttigieg]] announced a formal investigation.<ref>{{cite news |last=Arnold |first=Kyle |date=December 27, 2022 |title=DOT 'ready to take action to hold Southwest accountable' over thousands of cancellations |url=https://www.dallasnews.com/business/airlines/2022/12/27/dot-ready-to-take-action-to-hold-southwest-accountable-over-thousands-of-cancellations/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=December 28, 2022}}</ref> Some experts attributed the crisis to the lack of scheduling flexibility inherent in the airline's point-to-point operations model.<ref>{{cite news |last=Skores |first=Alexandra |date=December 28, 2022 |title=Should Southwest Airlines reconsider its point-to-point route system? |url=https://www.dallasnews.com/business/airlines/2022/12/28/should-southwest-airlines-reconsider-its-point-to-point-route-system/ |url-access=limited |work=[[The Dallas Morning News]] |location=Dallas, Texas |access-date=December 28, 2022}}</ref> [[Paul Krugman]] in ''[[The New York Times]]'' suggested the turmoil was not as much about corporate greed as some might expect and noted that despite an increasingly digitalized world, "there's a lot of physical action, and real-world labor, going on behind the scenes."<ref>{{Cite news |last=Krugman |first=Paul |date=December 29, 2022 |title=Opinion {{!}} Learning From the Southwest Airlines Fiasco |language=en-US |work=The New York Times |url=https://www.nytimes.com/2022/12/29/opinion/southwest-airlines.html |access-date=December 30, 2022 |issn=0362-4331}}</ref> Another writer on the paper's opinion pages, [[Elizabeth Spiers]], said this was an example of the airlines knowing they are offering passengers a poor deal but that many people have little choice given the alternatives.<ref>{{Cite news |last=Spiers |first=Elizabeth |date=December 30, 2022 |title=Opinion {{!}} The Airlines Know They Are Scamming Us |language=en-US |work=The New York Times |url=https://www.nytimes.com/2022/12/30/opinion/southwest-holiday-travel.html |access-date=December 30, 2022 |issn=0362-4331}}</ref> In December 2023, the airline reached a settlement and received a record-setting $140 million fine from the USDOT, the largest fine ever imposed by the agency by a factor of roughly 30, and has reported losses exceeding $1.1 billion stemming from the crisis.<ref name=Reuters-fine/><ref name=NYT-fine/><ref name=BBC-fine/><ref name=":1">{{Cite web |date=December 18, 2023 |title=Southwest Airlines reaches $140 million settlement for December 2022 flight-canceling meltdown |url=https://apnews.com/article/southwest-airlines-settlement-canceled-flights-4c2a6bc25b52019a5966f6d5ef702fc6 |access-date=December 18, 2023 |website=AP News |language=en}}</ref><ref name=":2">{{Cite web |date=December 18, 2023 |title=Southwest fined $140 million over 2022 holiday flight disruptions |url=https://www.nbcnews.com/business/business-news/southwest-fined-140-million-2022-holiday-flight-disruptions-rcna130179 |access-date=December 18, 2023 |website=NBC News |language=en}}</ref>
==Incidents and accidents==
[[File:Southwest Airlines Flight 1248 -1.jpg|thumb|right|[[Southwest Airlines Flight 1248]] runway overrun at [[Chicago Midway International Airport]] ]]
Southwest Airlines has never had any passengers on board die as a result of a crash. Southwest Airlines incidents include 2 deaths (1 non-passenger death on the ground, 1 passenger homicide in the air) and 8 accidents (including 2 aircraft [[hull loss]]es). The airline was considered amongst the 10 safest in the world in 2012.<ref name="In depth: World's 10 Safest Airlines">{{cite web
|url=http://www.terminalu.com/travel-features/in-depth-worlds-10-safest-airlines-your-questions-answered/15229/|title=In depth: World's Safest Airlines |accessdate=15 July 2012}}</ref>
{| class="toccolours sortable" border="1" cellpadding="3" style="border-collapse:collapse; clear:right;"
|+ '''Southwest Airlines incidents and accidents'''
|- style="background:#f00;"
!Flight
!Date
!Aircraft
!Location
!Description
!Injuries
|-
|[[Southwest Airlines Flight 1455|1455]]
|March 5, 2000
|[[Boeing 737 Classic|Boeing 737-300]]
|[[Burbank, California]]
|The aircraft overran the runway upon landing at Burbank-Glendale-Pasadena Airport, now called [[Bob Hope Airport]], Burbank, California, injuring 43.<ref name="NTSB Summary Report">{{cite web
|url=http://app.ntsb.gov/doclib/reports/2002/AAB0204.pdf|title=NTSB Summary Report}}</ref> The incident resulted in the dismissal of the pilots. The aircraft was damaged beyond repair.
|43 injuries
|-
|[[Southwest Airlines Flight 1763|1763]]
|August 11, 2000
|Boeing 737
|In flight
|Passenger Jonathan Burton broke through the cockpit door aboard Southwest Airlines Flight 1763 while en route from [[Las Vegas metropolitan area|Las Vegas]] to [[Salt Lake City]]. In their own defense, the other passengers restrained Burton, who later died of the resulting injuries.<ref>{{cite web|title= Police report |url= http://www.thesmokinggun.com/archive/southwest1.html|author=[[Salt Lake City]] police |accessdate=June 22, 2007}}</ref>
|1 death
|-
|[[Southwest Airlines Flight 1248|1248]]
|December 8, 2005
|[[Boeing 737 Next Generation|Boeing 737-700]]
|[[Chicago, Illinois]]
|The aircraft skidded off runway after leaving [[Chicago Midway Airport|Chicago Midway International Airport]] in heavy snow conditions. A six-year-old boy died in a car struck by the plane after it skidded into a street. Passengers on board the aircraft and on the ground reported several minor injuries. The aircraft involved, N471WN, became N286WN after repairs.
|1 death (on ground); Several injuries
<!-- Please do not add the June 10, 2013 Flight 2675 which landed in Phoenix after a bomb scare. Since no bomb was found, this should be treated as a hoax, rather than an incident -->
|-
|[[Southwest Airlines Flight 345|345]]
|July 22, 2013
|[[Boeing 737 Next Generation|Boeing 737-700]] N753SW
|[[New York, New York]]
|The flight from [[Nashville International Airport]] crash landed at New York's [[LaGuardia Airport]] after touching down hard, nose-gear first. "[T]he nose gear gave away so violently that the jet's electronics bay was penetrated by the landing gear with only the right axle still attached."<ref name="ABCNews26July2013">{{cite news|url=http://abcnews.go.com/US/southwest-planes-nose-gear-landed-ntsb/story?id=19779137|title=Southwest Plane's Nose Gear Landed [First], NTSB Says|author=Stark, Lisa |work=ABCNews.go.com|publisher=[[ABC News]]|date=July 26, 2013|accessdate=August 29, 2013}}</ref> The [[Boeing]] 737 traveled {{convert|633|m|ft}} down the runway with its nose scraping, generating a shower of sparks, coming to rest slightly off the runway. Of 150 people on board, 10 were treated for minor injuries at local hospitals.<ref>{{cite news|author=Allen, Jonathan|title=U.S. probes Southwest Air's LaGuardia landing|date=July 23, 2013|url=http://www.chicagotribune.com/news/sns-rt-us-usa-plane-newyork-20130722,0,6138638.story|newspaper=Chicago Tribune|accessdate=August 29, 2013|agency=Reuters}}</ref><ref>{{cite web|author=CBS/AP|date=July 24, 2013 |url=http://www.cbsnews.com/8301-201_162-57595233/southwest-airlines-flight-345s-nose-gear-collapsed-rearward-ntsb-says/ |title=Southwest Airlines Flight 345's nose gear "collapsed rearward," NTSB says |publisher=CBSNews.com |accessdate=August 29, 2013}}</ref> Damage to the 13-year-old aircraft is substantial<ref name="NTSB6August2013">NTSB Press Release (August 6, 2013). [http://app.ntsb.gov/news/2013/130806.html "NTSB issues second investigative update on Southwest Airlines accident in New York"]. ''NTSB.gov''. Retrieved August 29, 2013.</ref> and it was written off according to airfleets.net and Southwest Airlines 2013 Annual Report to Shareholders and the captain was fired.<ref>{{cite news|last1=Schlangenstein|first1=Mary|title=Southwest Fires Captain Over LaGuardia Nose-First Landing|url=http://www.bloomberg.com/news/articles/2013-10-02/southwest-fires-captain-over-laguardia-nose-first-landing|accessdate=13 March 2015|agency=Bloomberg}}</ref>
|10 minor injuries
|}

==Controversies==
{{See also|Kevin smith#2010 Southwest Airlines incident|l1=Kevin Smith feud with Southwest Airlines|Access Now v. Southwest Airlines}}

On June 22, 2011, a March 25 recording of an in-flight transmission of Southwest pilot Captain James Taylor apparently unintentionally broadcasting a conversation with his co-pilot was released to the press. The conversation was peppered with foul language directed at gay, overweight and older flight attendants. According to Southwest, the pilot was reprimanded, temporarily suspended without pay and received diversity education before being reinstated. Captain Taylor also sent an e-mail apology to all of Southwest's employees, especially the crew members who were criticized.<ref>{{Cite news|title=Southwest disciplines pilot for rant during flight|url=http://www.cnn.com/2011/TRAVEL/06/22/airline.pilot.rant/ | work=CNN | date=June 23, 2011}} CNN Travel – Retrieved June 22, 2011</ref><ref>{{Cite news|title=Southwest Airlines Pilot's Rant – Transcript, Here's What He Said|url=http://web.archive.org/web/20110628012804/http://www.sure-start.com/southwest-airlines-pilots-rant-transcript-heres-what-he-said/3675417/}} Sure Start Consumer News, at ''web.archive.org.'' Retrieved August 29, 2013.</ref><ref>{{Cite news|title=Southwest Airlines Pilot Broadcasts Hate For Flight Attendants Over ATC Radio – Raw Audio File|url=http://aviationnewstoday.com/2011/06/22/southwest-airlines-pilot-broadcasts-hate-for-flight-attendants-over-atc-radio-raw-audio-file/}} Aviation News Today – Retrieved June 22, 2011</ref>

On July 22, 2014 a family was asked to leave a Southwest flight because a father tweeted about a rude gate agent. As an A-List flyer he is generally entitled to board a flight early. He was told this time that his children could not accompany him. When he tweeted his dissatisfaction he and his family were pulled off the flight and told that unless he deleted the tweet the police would be called. Southwest has since offered an apology.<ref>{{Cite news|title=Family Asked To Leave Southwest Flight After Tweet|url=http://minnesota.cbslocal.com/2014/07/22/family-asked-to-leave-sw-plane-after-tweet/ | work=CBS | date=July 22, 2014}}</ref>


==See also==
==See also==
{{Portal|Dallas-Fort Worth|Companies|Aviation}}
* [[Air transportation in the United States]]
* [[Air transportation in the United States]]
* Southwest Airlines [[State Fair Classic]]
* [[State Fair Classic]], which Southwest Airlines formerly sponsored
* [[Effect of low-cost airlines on communities]]
* [[Transportation in the United States]]
* [[Transportation in the United States]]
* [[The Southwest Effect]]
* ''[[Nuts! (book)|Nuts!]]''
{{-}}


==References==
==References==
{{Reflist|30em}}
{{Reflist}}

<!-- these need to be incorporated into references or removed
* [http://www.seatguru.com/airlines/Southwest_Airlines/information.php Southwest Airlines Seating Charts on SeatGuru.com]
* [http://www.airfleets.net/ageflotte/?file=calcop&opp=Southwest%20Airlines Southwest Airlines Fleet Age]
* [http://finance.yahoo.com/q?s=LUV&d=t Southwest Airlines' Yahoo! Finance Profile]
* [http://www.startupstudio.com/southwest-airlines-founder-herb-kelleher/podcasts/2007/01/19/ StartupStudio – Interview with Herb Kelleher on the founding of Southwest Airlines, recommendations for entrepreneurs and rule of thumb for raising venture funding]
-->


==External links==
==External links==
* {{Official website|https://www.southwest.com/}}
{{Commons|Southwest Airlines}}
* [https://www.southwest.com/ Southwest Airlines official website]
** {{webarchive|url=https://web.archive.org/*/http://iflyswa.com/|title=Southwest Airlines (iflyswa.com)}}<!--This is so people can find the earliest copies of the websites-->
* [https://mobile.southwest.com/ Southwest mobile site]
* {{Official website|https://www.swamedia.com|Corporate media site}}
* [https://www.swapa.org/ Southwest Airline Pilots' Association]
* [http://web.archive.org/web/*/http://www.iflyswa.com Iflyswa.com] (Official website archive)
* [http://www.swamedia.com/ Southwest Airlines Media Website]
* [https://www.seatguru.com/airlines/Southwest_Airlines/information.php Southwest Airlines Seating Charts] on SeatGuru.com
{{Finance links
* [http://www.blogsouthwest.com/ Nuts About Southwest – Southwest Airlines' official blog]
* [http://www.southwestvacations.com/ Southwest Vacations]
| name = Southwest Airlines
| symbol = LUV

| sec_cik = 92380
| yahoo = LUV
| google = LUV
}}
* [https://finance.yahoo.com/q?s=LUV&d=t Southwest Airlines' Yahoo! Finance profile]
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|list=
{{Southwest Airlines}}
{{Southwest Airlines}}
{{Navbox Airlines of the United States}}
{{Navbox Airlines of the United States}}
{{Airlines for America}}
{{Air Transport Association}}
{{Dow Jones Transportation Average}}
{{Dow Jones Transportation Average}}
}}
{{Authority control}}


[[Category:Companies listed on the New York Stock Exchange]]
[[Category:Southwest Airlines| ]]
[[Category:1967 establishments in Texas]]
[[Category:Airlines based in Texas]]
[[Category:Airlines based in Texas]]
[[Category:Airlines established in 1971]]
[[Category:Airlines established in 1967]]
[[Category:American brands]]
[[Category:Airlines for America members]]
[[Category:Low-cost airlines]]
[[Category:American companies established in 1967]]
[[Category:Air Transport Association members]]
[[Category:Companies based in Dallas]]
[[Category:Companies based in Dallas, Texas]]
[[Category:Southwest Airlines]]
[[Category:Airlines of the United States]]
[[Category:Companies in the Dow Jones Transportation Average]]
[[Category:Companies in the Dow Jones Transportation Average]]
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[[Category:Low-cost carriers of the United States]]

Latest revision as of 02:16, 3 December 2024

Southwest Airlines
IATA ICAO Call sign
WN SWA SOUTHWEST
FoundedMarch 9, 1967;
57 years ago
 (1967-03-09)
(as Air Southwest)
Commenced operationsJune 18, 1971;
53 years ago
 (1971-06-18)
(as Southwest Airlines)
AOC #SWAA304A
Operating bases
Frequent-flyer programRapid Rewards
Fleet size828[1]
Destinations121[2]
Traded as
HeadquartersLove Field, Dallas, Texas, U.S.
Key people
Founders
RevenueIncrease US$26.1 billion (2023)[3]
Operating incomeDecrease US$224 million (2023)[3]
Net incomeDecrease US$465 million (2023)[3]
Total assetsIncrease US$36.5 billion (2023)[3]
Total equityDecrease US$10.5 billion (2023)[3]
Employees74,806 (2023)[3]
Websitesouthwest.com

Southwest Airlines Co. is a major airline in the United States that operates on a low-cost carrier model. It is headquartered in Love Field, Dallas, in the Dallas–Fort Worth metroplex, and has scheduled service to 121 destinations in the United States and ten other countries.[4] As of 2018, Southwest carried more domestic passengers than any other United States airline.[5] It is currently the third largest airline in the world based on passengers flown.[6]

The airline was established on March 9, 1967,[7] by Herb Kelleher and Rollin King as Air Southwest Co. and adopted its current name, Southwest Airlines Co., in 1971, when it began operating as an intrastate airline wholly within the state of Texas, first flying between Dallas, Houston, and San Antonio.[8][9] It began regional interstate service in 1979, expanding nationwide in the following decades. Southwest currently serves airports in 42 states and multiple Central American destinations.

Southwest's business model is distinct from that of other US airlines. It uses a rolling hub and point-to-point network and allows free checked baggage. Its fleet exclusively consists of Boeing 737 jets.

The airline has nearly 66,100 employees and operates about 4,000 daily departures during peak travel season.[10][11]

History

[edit]

Southwest Airlines was founded in 1966 by Herbert Kelleher and Rollin King, and incorporated as Air Southwest Co. in 1967. Three other airlines (Braniff, Trans-Texas Airways, and Continental Airlines) took legal action to try to prevent the company from its planned strategy of undercutting their prices by flying only within Texas and thus being exempt from regulation by the federal Civil Aeronautics Board. The lawsuits were resolved in 1970, and in 1971 the airline changed its name to Southwest Airlines and began operating regularly scheduled flights between the Texas Triangle cities of Dallas, Houston, and San Antonio. In 1975, Southwest began flying to other cities in Texas, and in 1979, after passage of the Airline Deregulation Act, it began flying to adjacent states. It started service to the East and the Southeast in the 1990s,[12] and Denver in 2006,[13] which is now its most popular destination. Southwest Airlines was profitable for 47 consecutive fiscal years, from 1973 through 2019.[14]

Southwest experienced a holiday meltdown in 2022 resulting in the cancellation of thousands of flights representing over 70% of its schedule following the late December 2022 North American winter storm.[15] As a result of the crisis, the airline reached a settlement with the United States Department of Transportation including a record-setting $140 million fine , the largest fine ever imposed by the agency by a factor of roughly 30, and reported losses exceeding $1.1 billion stemming from the crisis.[16][17][18][19][20]

In May 2024, Southwest fares started showing on Google for the first time after long being excluded from the search engine's search results.[21]

Southwest lost $219 million in the fourth quarter of 2023[22] and $231M in the first quarter of 2024; that April, it announced it would limit hiring and cease serving four airports.[23] In June 2024, Elliott Investment Management, an activist investment fund, announced that it had bought $1.9 billion in Southwest stock and would seek to oust leadership at the carrier, arguing it had "failed to evolve" citing "leadership’s stubborn unwillingness to evolve the Company’s strategy."[24] That September, in response to pressure from Elliott, Southwest announced that Gary C. Kelly would retire in 2025 rather than seeking reelection as executive chairman, and that several members of the corporate board would be replaced. Bob Jordan remained as chief executive officer (CEO) despite Elliot's efforts to oust him.[25][26]

In September 2024, Southwest Airlines announced its first airline partnership with Icelandair.[27]

In November 2024, five of Elliot's nominees were seated on Southwest’s board—the largest number of board seats ever gained by Elliott in a settlement with a U.S. company[28]—and Kelly retired early.[29] Southwest simultaneously promoted industry veteran Rakesh Gangwal, had been appointed to the board in July 2024, to chair of the board. Gangwal is co-founder of India's largest airline IndiGo and a former senior executive at United Airlines and US Airways.[28][30]

Destinations

[edit]

As of January 2024, Southwest Airlines flies to over 100 destinations in 42 states, Puerto Rico, Mexico, Central America, and the Caribbean.[31] Southwest uses a point-to-point system combined with a rolling-hub model in its base cities, in contrast to the hub-and-spoke system of other major airlines.

Fleet

[edit]
Southwest Airlines is the world's largest operator of the Boeing 737.

As of November 2024, the Southwest Airlines fleet consists of 828 aircraft, making it the fourth-largest commercial airline fleet in the world. All of the aircraft Southwest Airlines operates are from the Boeing 737 family of narrow-body airliners.

Since its inception, Southwest Airlines has almost exclusively operated Boeing 737 aircraft (except for a brief period when it operated a handful of leased Boeing 727 aircraft). Southwest is the world's largest operator of the Boeing 737, and was the launch customer of the 737-300, 737-500, and 737-700.[32] It took delivery of its 1,000th Boeing 737 in 2023.

Using a single basic aircraft type allows Southwest pilots and flight attendants to crew any aircraft in the fleet without restrictions.[33]

In March 2021, Southwest announced an order for 100 737 MAX 7 jets.[34] The order established Southwest Airlines as the largest purchaser of the type.[35] In June 2021, they increased their overall purchase order of MAX 7 aircraft to 234,[36] which again increased to 342 in October 2023.[37]

Passenger experience

[edit]

Southwest Airlines solely offers economy class seating and does not have business class or first class cabins on its aircraft.[38]

The company permits two free-of-charge checked bags per passenger,[39][40] and passengers are permitted to change their flight up to 10 minutes prior to their flights without extra charge. In the event of a cancellation, passengers are refunded a travel credit in the amount spent on their ticket, and the credit may be used toward other Southwest Airlines or Southwest Vacations purchase. The credit does not expire.[41]

Southwest offers free in-flight nonalcoholic beverages and offers alcoholic beverages for sale for $6 to $7 per beverage. Free alcoholic drinks are offered to passengers who are at least 21 on some holidays such as Valentine's Day and Halloween. They also have complimentary snacks on all flights. Southwest has become known for colorful boarding announcements and crews who sometimes burst out in song.[42][43][44][45]

Southwest's boarding process at an airport gate

Prior to 2007, Southwest boarded passengers by grouping the passengers into three groups, labeled A, B and C. Passengers would line up at their specified letter and board.[46]

In 2007, Southwest modified its boarding procedure by introducing a number. Each passenger receives a letter (A, B, or C) and a number 1 through 60. Passengers lineup in numerical order within each letter group and choose any open seat on the aircraft.[46] A 2012 study on the television series MythBusters, found this to be the fastest method currently in use for passengers to board a plane; on average, it is 10 minutes faster than the standard method.[47] The airline was also number-one on the 2020 Airline Quality Rating list.[48]

Southwest has a "customer of size" policy in which the cost of a second seat is refunded for any plus-sized travelers who take up more room than one seat.[49][50]

On July 25, 2024, Southwest announced that it would soon be ending its long-standing open seating policy.[51][52] The airline will start assigning seats, introduce premium seating options with more legroom, and launch overnight flights beginning in 2026.[53]

In-flight entertainment

[edit]

As of September 2023, Wi-Fi costs $8, and allows for streaming live television, movies, streaming music, and app messaging.[54] After completing a testing phase that began in February 2009, Southwest announced on August 21, 2009, that it would begin rolling out in-flight Wi-Fi Internet connectivity via Global Eagle Entertainment's satellite-broadband-based product. Southwest began adding Wifi to its aircraft in the first quarter of 2010. The airline began testing streaming live television in the summer of 2012 and video on demand in January 2013.[55][56] As of September 2, 2023, live in-flight TV, movies, messaging (iMessage and WhatsApp)[54] and real-time flight-tracking information via Wi-Fi is available to passengers, with full Internet access available at a fee for regular passengers.[57]

Rapid Rewards

[edit]

Southwest first began to offer a frequent-flyer program on June 18, 1987, calling it The Company Club. The program credited for trips flown regardless of distance.[58] Southwest Airlines renamed its frequent-flyer program Rapid Rewards on April 25, 1996.[59]

The original Rapid Rewards program offered one credit per one-way flight from an origin to a destination, including any stops or connections on Southwest Airlines. When 16 credits were accumulated in a 24-month period, Southwest awarded one free round-trip ticket that was valid for 12 months.[60]

On March 1, 2011, Rapid Rewards changed to a points system based on ticket cost. Members earn and redeem points based on a four-tier fare scale multiplier and the cost of the ticket. Changes also included no blackout dates, seat restrictions, or expiring credits. Since October 18, 2019, Rapid Rewards points do not expire as long as the member is alive.[61] It also adds more options to use points.[62][63][64][65]

Corporate affairs

[edit]
[edit]

The key trends for Southwest Airlines are (as of the financial year ending December 31):[66]

Net profit
(millions of US$)
Number of employees Number of passengers
(in millions)
Passenger load factor
(%)
Average passenger fare
(US$)
Fleet size Ref.
2015 2,181 49,583 118 83.6 154 704 [67]
2016 2,183 53,536 124 84.0 152 723 [67]
2017 3,357 56,110 130 83.9 151 706 [67]
2018 2,465 58,803 134 83.4 151 750 [67]
2019 2,300 60,767 134 83.5 154 747 [68]
2020 −3,074 56,537 054 52.4 141 718 [69]
2021 0977 55,093 099 78.5 141 728 [68]
2022 0539 66,656 126 83.4 169 770 [68]
2023 0465 74,806 137 80.0 172 817 [70]

Headquarters

[edit]
Southwest Airlines' headquarters at Dallas Love Field in Dallas

The Southwest Airlines headquarters are located on the grounds of Dallas Love Field in Dallas.[10][71] Chris Sloan of Airways magazine stated they are "as much a living, breathing museum and showcase for the 'culture that LUV built' as they are corporate offices."[72]

On September 17, 2012, Southwest broke ground on a new Training and Operational Support building,[73] across the street from its current headquarters building. The property includes a two-story, 100,000-square-foot Network Operations Control building that can withstand an EF3 tornado. It also includes a four-story, 392,000-square-foot office, and training facility with two levels devoted to each function. The new facilities house 24-hour coordination and maintenance operations, customer support and services, and training. The project was completed in late 2013, with occupancy beginning in 2014.

On June 2, 2016, Southwest broke ground on its new office and training facility known as Wings. The newest addition to the corporate campus is composed of a 420,000-square-foot, six-story office building, and a 380,000-square-foot adjoining structure called the Leadership Education and Aircrew Development (LEAD) Center that serves as the new pilot training facility. The LEAD Center has the capacity to house and support 18 flight simulators. It is designed to be expanded to accommodate up to 26 simulator bays. The building opened on April 3, 2018.[74]

On August 16, 2019, Southwest announced an expansion of the LEAD Center to accommodate eight additional simulators for future operational and training demands.[75] On January 2, 2020, it was announced that Southwest would be purchasing an additional 3 acres (1.2 ha) of land adjacent to its Wings and LEAD facilities.[76] No additional details were disclosed.

Employment

[edit]

As of June 30, 2022, Southwest Airlines had 62,333 active full-time equivalent employees.[77] According to The Washington Post, it uses the hiring motto of seeking people that have a "Servant's Heart, Warrior Spirit, Fun-LUVing Attitude".[78] It also uses the internal practice of ranking "employees first, customers second".[79] Collective bargaining Southwest Airlines employees is represented by the Southwest Airlines Pilot Association union.[80]

Bob Jordan, formerly executive vice president of corporate services, became Southwest's sixth CEO on February 1, 2022, replacing Gary C. Kelly. Kelly continues as chairman of Southwest Airlines. Kelly replaced former CEO Jim Parker on July 15, 2004, and assumed the title of president on July 15, 2008, replacing former president Colleen Barrett. In July 2008, Herb Kelleher resigned from his position as chairman. Barrett left her post on the board of directors and as a corporate secretary in May 2008 and as president in July 2008. Kelleher was president and CEO of Southwest from September 1981 to June 2001.[81] On June 23, 2021, Southwest announced that chairman and CEO Gary Kelly would transition roles in early 2022, becoming the carrier's executive chairman with the desire to serve in that role through at least 2026 at the discretion of the board of directors. Jordan also joined the board then.[82]

On January 10, 2017, Southwest announced changes to the company's executive leadership ranks, with Thomas M. Nealon named as president and Michael G. Van de Ven as the airline's chief operating officer.[83] On September 14, 2021, Southwest announced Nealon had decided to retire from his duties as president effective immediately, but would continue to serve the company as a strategic advisor. Chief Operating Officer Mike Van de Ven was named as the company's president the same day, and remains COO.[84]

In September 2024, in response to pressure from Elliott Investment Management, Kelly announced that he would not seek reelection as executive chairman in 2025. Jordan is expected to remain as CEO.[26][25]

About 83% of Southwest employees are members of a union.[85] The Southwest Airline Pilots' Association, a union not affiliated with the Air Line Pilots Association, represents the airline's pilots.[86] The aircraft maintenance technicians are represented by the Aircraft Mechanics Fraternal Association.[87] Customer service agents and reservation agents are represented by the International Association of Machinists and Aerospace Workers Union. Flight dispatchers, flight attendants, ramp agents, and operations agents are represented by the Transport Workers Union.

The company has appeared on various "best places to work" list, with its employee culture mentioned by Travel and Leisure, CNBC, and Forbes.[88][89] The company has also been named to Fortune magazine's "Most Admired Companies" list, reaching number 14 in 2021.[90]

Southwest has never furloughed an employee.[91] As a result of the COVID-19 pandemic, the company launched voluntary separation and extended time-off programs in 2020, and around 16,900 employees volunteered to take an early retirement or long-term leave.[92] Roughly 24% were pilots and 33% were flight attendants.[93] In late 2020, the airline issued some WARN Act notices and announced incipient pay cuts for many employees in response to pandemic impacts, but these measures were rescinded after the Consolidated Appropriations Act, 2021 was enacted on December 27, 2020, providing additional financial aid to US airlines.[94]

The latest five year labor contract for Southwest Airlines pilots was approved in January 2024.[95]

Impact on carriers

[edit]

Southwest and its business model have had an influence on other low-cost carriers (LCC's). The competitive strategy combines a high level of employee and aircraft productivity with low unit costs by reducing aircraft turnaround time, particularly at the gate.[96] Europe's EasyJet and Ryanair are two of the best-known airlines to follow Southwest's business strategy in that continent. Other airlines with a business model based on Southwest's system include Canada's WestJet, Malaysia's AirAsia (the first and biggest LCC in Asia), India's IndiGo, Australia's Jetstar, a subsidiary of Qantas (although Jetstar now operates three aircraft types), Philippines' Cebu Pacific, Thailand's Nok Air, Mexico's Volaris, Indonesia's Lion Air and Turkey's Pegasus Airlines.[96]

Lobbying against high-speed rail

[edit]

Southwest Airlines has a history of lobbying against high-speed rail, which it sees as a competitor for short-distance commuter flights. In the early 1990s, Southwest lobbied US Congress and the Texas Legislature to oppose a high-speed rail system between Dallas, San Antonio, and Houston, and filed three lawsuits against the initiative.[97][98][99][100] In 1991, Southwest told Texas authorities, "Rail has a romantic appeal, but this case cannot be decided on the basis of nostalgia or even a desire to emulate the rail service of France and Germany. The American reality is that high-speed rail will be viable in Texas only by destroying the convenient and inexpensive transportation service the airlines now provide, and only by absorbing huge public subsidies."[98] In 1994, the high-speed rail initiative was cancelled.[97] While several reasons led to the initiative's demise, most commentators attribute a key role to Southwest Airlines' aggressive campaign against it.[100]

Advertising

[edit]

The company has always employed humor in its advertising. Former slogans include "Love Is Still Our Field", "Just Plane Smart", "The Somebody Else Up There Who Loves You", "You're Now Free to Move About the Country", "THE Low Fare Airline", "Grab your bag, It's On!", and "Welcome Aboard". The airline's slogan (as of 2022) is "Low fares. Nothing to hide. That's TransFarency!"[101]

In March 1992, shortly after Southwest started using the "Just Plane Smart" motto, Stevens Aviation, which had been using "Plane Smart" for its motto, advised Southwest that it was infringing on its trademark.[102][103] Instead of a lawsuit, the CEOs for both companies staged an arm-wrestling match. Held at the now-demolished Dallas Sportatorium and set for two out of three rounds, the loser of each round was to pay $5,000 to the charity of his choice, with the winner gaining the use of the trademarked phrase. A promotional video was created showing the CEOs "training" for the bout (with CEO Herb Kelleher being helped up during a sit-up where a cigarette and glass of Wild Turkey 101 whiskey was waiting) and distributed among the employees and also as a video press release along with the video of the match itself. Herb Kelleher lost the match for Southwest, with Stevens Aviation winning the rights to the phrase. Kurt Herwald, CEO of Stevens Aviation, immediately granted the use of "Just Plane Smart" to Southwest Airlines. The net result was both companies having use of the trademark.[104]

Accidents and incidents

[edit]

Southwest has had eleven accidents, including three aircraft hull losses and four deaths: one accidental passenger death in flight, two non-passenger deaths on the ground, and one passenger death from injuries he sustained when subdued by other passengers while attempting to break into the cockpit of an aircraft. The airline is considered among the safest in the world. No passenger has died as a result of a crash.[105]

Southwest Airlines incidents and accidents, by date
Flight Date Aircraft Location Description Casualties
1455 March 5, 2000 Boeing 737-300 N668SW Burbank, California The aircraft overran the runway upon landing at Burbank-Glendale-Pasadena Airport, injuring 44. The accident resulted in the dismissal of the captain. The aircraft was damaged beyond repair. Two serious injuries, forty-two minor injuries
1763 August 11, 2000 Boeing 737-700 N798SW In flight The aircraft was flying from Las Vegas, Nevada, to Salt Lake City, Utah when 19-year-old Jonathan Burton attempted to storm the cockpit in an apparent case of air rage. He was restrained by six to eight other passengers. In the scuffle, Burton died of asphyxiation. One death, one minor injury
1248 December 8, 2005 Boeing 737-700 N471WN Chicago, Illinois The aircraft overran the runway during landing at Chicago Midway International Airport in heavy snow and slid into a nearby street, striking several cars and killing a six-year-old boy inside one of them. Injuries to several passengers and other people on the ground. One death, nine seriously injured (on ground); three minor injuries (on board)
2294 July 13, 2009 Boeing 737-300 N387SW In flight The flight from Nashville International Airport to Baltimore-Washington International Airport was forced to divert to Yeager Airport in Charleston, West Virginia after a hole formed on the top of the aircraft's fuselage near the tail, resulting in depressurization of the cabin and deployment of the oxygen masks. The aircraft landed safely and was repaired. None
812 April 1, 2011 Boeing 737-300 N632SW In flight The crew of the flight from Phoenix Sky Harbor Airport to Sacramento International Airport diverted to Yuma International Airport after a hole appeared in the top of the aircraft fuselage. The aircraft landed safely. Two minor injuries
345 July 22, 2013 Boeing 737-700 N753SW Queens, New York The flight from Nashville International Airport was severely damaged in a hard landing at New York's LaGuardia Airport. The nose landing gear collapsed with sufficient force to penetrate a nearby electronics bay; the aircraft then slid off the runway. The captain was fired and the aircraft was ultimately scrapped. Ten minor injuries
149 August 4, 2016 Boeing 737-300 N368SW[106] Anne Arundel County, Maryland During pushback at Baltimore/Washington International Thurgood Marshall Airport, the aircraft suffered a failure of the nose landing gear because of the tug operators speed during pushback. The nose landing gear collapsed in a forward direction, causing severe damage to the gear structure, nose gear wheel and crushing the forward bulkhead. The plane was substantially damaged and written off. None
3472 August 27, 2016 Boeing 737-700 N766SW In flight The flight from Louis Armstrong New Orleans International Airport to Orlando International Airport suffered an uncontained engine failure, damaging the engine nacelle and causing a gash in the fuselage. The aircraft diverted and landed without further incident at Pensacola International Airport. None
1380 April 17, 2018 Boeing 737-700 N772SW In flight The flight from New York-LaGuardia to Dallas made an emergency landing at Philadelphia International Airport after debris from an uncontained engine failure smashed a passenger window. The resulting depressurization pushed a passenger partially out a window, causing critical injuries that led to her death. One death, eight minor injuries
728 December 6, 2018 Boeing 737-700 N752SW Burbank, California The flight from Oakland International Airport overran the runway upon landing at Burbank, but the aircraft was stopped by an engineered materials arrestor system (EMAS) that had been implemented as a result of the Flight 1455 accident.[107] None[108]
1392 May 7, 2020 Boeing 737-700 N401WN[109] Austin, Texas Shortly after landing at Austin–Bergstrom International Airport, a pilot reported having seen someone on Runway 17R; subsequent investigation by airport operations found the body of a man on the runway, having seemingly been struck by the aircraft during or shortly after it touched down. One death (on ground)
307 August 15, 2023 Boeing 737-700 N7737E[110] Houston, Texas After takeoff, the right-hand engine suffered a mechanical issue and began emitting bangs and flames. The crew returned the 737 to William P. Hobby Airport. None
4069 June 19, 2024 Boeing 737-800 N8555Z Prior to landing,
Yukon, Oklahoma
Shortly before landing at Will Rogers World Airport in Oklahoma City, Oklahoma, just after midnight that day, the flight was cleared for a visual approach for Runway 13. However, they descended too much and ended up at about 500 feet or 152 meters. The Air Traffic Control at the arrival airport received a low altitude alert for the 737. The crew made a go-around and roughly 10 minutes later, they landed safely on Runway 17R. None
2494 November 15, 2024 Boeing 737-800 Dallas, Texas Struck near the cockpit by a bullet while preparing to take off from Love Field. No injuries were reported, the aircraft safely returned to the gate, and the passengers transferred to another aircraft. The incident aircraft was taken out of service. Dallas police, Dallas Fire-Rescue, and the FAA initiated investigations.[111][112][113] None

Controversies and passenger incidents

[edit]

On June 22, 2011, a March 25 recording was released to the press of an apparently inadvertent in-flight radio transmission of Southwest captain James Taylor conversing with his first officer. The conversation was peppered with obscenities directed at gay, overweight, and older flight attendants. According to Southwest, the pilot was reprimanded and temporarily suspended without pay and received diversity education before being reinstated.[114][115][116]

On September 26, 2017, a woman was removed from a Southwest flight after claiming to have a life-threatening allergy to dogs, two of which were present on the aircraft, including a service animal. Southwest employees requested that she provide documentation of her condition and staff asked her to exit the aircraft multiple times. Police ultimately had to escort her away.[117][118]

On December 29, 2017, a family was removed from a flight from Chicago Midway Airport because of an unconfirmed head lice accusation. The family did not have lice and was re-accommodated on a flight two days later.[119]

In October 2019, a Southwest flight attendant filed a lawsuit against the airline, claiming that two pilots had livestreamed footage from a camera hidden in the plane's toilet to an iPad, and that one of the pilots said that such cameras were a "top-secret security measure" installed in all of the airline's 737-800 aircraft.[120] Southwest and the pilot union stated that the film was a hoax and a "poor attempt at humor" by one of the pilots, who had previously recorded himself on a different aircraft, fully clothed.[121]

In February 2020, a report conducted by the DOT inspector general found that Southwest was flying airplanes with safety concerns and that the Federal Aviation Administration was failing to properly oversee the airline.[122]

In 2020, a captain of a Southwest flight watched pornography on a laptop computer with his clothes removed while his female first officer continued her duties. The captain retired before the incident was reported, but he was subsequently prosecuted for intentionally committing a lewd, indecent or obscene act in a public place, and the airline terminated his retirement benefits.[123][124]

On May 23, 2021, a female passenger aboard a Southwest flight repeatedly punched a female flight attendant in the face after landing at San Diego International Airport, causing the attendant to lose two teeth. The passenger was subsequently charged with causing serious bodily injury.[125]

Citing four whistleblowers, federal investigators with the US Office of Special Counsel released a report on July 27, 2022, that follows up on the 2020 DOT inspector general's report. The 2022 report claims that Southwest stonewalled Federal Aviation Administration (FAA) investigations into maintenance and piloting safety lapses, and criticized the FAA for failing to adequately oversee the airline, stating that senior FAA staff "mismanaged and interfered" with investigations "in the face of SWA's intimidation tactics". The report accuses Southwest of misusing the FAA's Aviation Safety Action Program (ASAP) to hide pilot errors, while accusing the FAA of failing to adequately oversee Southwest's mechanics, and of failing to adequately vet maintenance records provided by the airline for forty-nine 737 aircraft purchased from foreign carriers whose documentation practices did not meet FAA standards.[126]

December 2022 holiday meltdown

[edit]

The airline experienced severe delays and thousands of flight cancellations starting on December 21, 2022, and continuing through the Christmas holiday.[16][17][18] While many cancellations were due to bad weather from the severe late December winter storm across much of the United States, industry experts and SWAPA also blamed inadequate staffing and the airline's "outdated" employee scheduling system, citing reports of pilots waiting on hold on the telephone for up to eight hours awaiting work assignments.[127][128] On December 26, the airline initiated a massive system "reset", preemptively canceling thousands of flights and halting ticket sales over concerns that travelers might buy tickets for flights that were subsequently canceled.[128] Federal officials criticized the airline and US Department of Transportation (USDOT) Secretary Pete Buttigieg announced a formal investigation.[129] Some experts attributed the crisis to the lack of scheduling flexibility inherent in the airline's point-to-point operations model.[130] Paul Krugman in The New York Times suggested the turmoil was not as much about corporate greed as some might expect and noted that despite an increasingly digitalized world, "there's a lot of physical action, and real-world labor, going on behind the scenes."[131] Another writer on the paper's opinion pages, Elizabeth Spiers, said this was an example of the airlines knowing they are offering passengers a poor deal but that many people have little choice given the alternatives.[132] In December 2023, the airline reached a settlement and received a record-setting $140 million fine from the USDOT, the largest fine ever imposed by the agency by a factor of roughly 30, and has reported losses exceeding $1.1 billion stemming from the crisis.[16][17][18][19][20]

See also

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[edit]
  • Official website
  • Corporate media site
  • Southwest Airline Pilots' Association
  • Southwest Airlines Seating Charts on SeatGuru.com
  • Business data for Southwest Airlines:
  • Southwest Airlines' Yahoo! Finance profile