Welcome Aboard
If you’ve ever flown with Southwest Airlines, you’ve probably felt it—that easygoing, friendly vibe that makes travel feel a little less stressful. It all started back in 1967 with a pretty simple idea: give people the freedom to fly without breaking the bank.
In the beginning, Southwest only flew between three Texas cities—Dallas, Houston, and San Antonio. But even then, they were doing things differently. With affordable fares, friendly Employees, and a genuine love for Customers, it quickly became clear that the airline industry would never be the same.
Southwest in Decades
- 1970-1979
In 1971, a new kind of airline took to the skies. With low fares, a casual atmosphere, a schedule tailored specifically to Customer needs, and a survival mentality, Southwest Airlines was changing the way America viewed air travel. Southwest bucked tradition by featuring uniquely warm brand colors, the iconic hot pants uniform, and a clear message that Southwest was here to “Spread the Love”. This Customer-friendly and Fun-LUVing business model begged the question: “Remember what it was like before Southwest Airlines?” And just like that, air travel would never be the same.
- 1980-1989
Commitment to Customers
Southwest’s focus on the Customer ramped up into the 1980s as the Company rolled out new products. Campaigns like "The Company Plane" were created specifically for business travelers, while the launch of "The Company Club" provided a unique loyalty program for the benefit of business and leisure travelers alike.
- 1990-1999
By 1990, Southwest’s low fares and ever-growing network provided more of the American public the opportunity to fly than ever before. Southwest Airlines democratized the skies, giving Customers the “Freedom to Fly”. With a bold focus on Freedom, some of Southwest’s well-known promotions and campaigns came into life, including A Symbol of Freedom, Friends Fly Free and Wanna Get Away.
- 2000-2009
The 2000s were a tough time for the airline industry. The terror attacks on September 11, 2001, devastated the country and impacted commercial aviation profoundly. Carriers were left to generate revenue by any means necessary, and some opted to introduce baggage fees.
- 2010-2019
The fight for what's right that began in the early 2000s continued into the 2010s with the introduction of Transfarency®: No hidden fees, ever. A renewed emphasis on Hospitality and Heart was also introduced in 2014, as Southwest dramatically refreshed its brand look and feel for the first time in decades. With this new look, including a beautiful tri-colored Heart emblazoned on its planes and at its work locations, Southwest reminded the world what its Employees and loyal Customers had known for years: Southwest is the airline with Heart.
- 2020-
In 2020, the airline industry was dealt a huge blow by the COVID-19 global pandemic. Amidst ongoing public health and economic effects, Southwest remained committed to Customer comfort. In spring of 2020, the Southwest Promise was introduced, outlining specific actions the Company was taking to support the well-being of Employees and Customers. Our Southwest Heart was front and center, just as it has been since we took flight over half a century ago. In times of uncertainty, and there have been many, the Heart of our People remains the one constant in the life of our Company.
Southwest in Stories
History is made up of memories and moments, and Southwest has quite a collection. Take a “scroll” through some of the Company’s most iconic stories.
