Southwest Airlines (NYSE:LUV) Co. (NYSE: LUV) is a major U.S. low-cost carrier that provides scheduled passenger air transportation across an extensive domestic network. Renowned for its point-to-point route structure, Southwest focuses on short- to medium-haul flights connecting primary and secondary airports. The company’s emphasis on operational efficiency and customer value has positioned it as one of the largest domestic airlines by passenger volume.
Founded in 1967 by Rollin King and Herb Kelleher, Southwest began as an intrastate carrier in Texas, pioneering a business model centered on low fares, rapid aircraft turnarounds, and a fun, employee-friendly culture. Over the decades, the airline expanded beyond its initial Texas routes to serve more than 100 destinations across the United States. Southwest’s approach to open seating, no change fees, and two free checked bags has differentiated it within a competitive industry and cultivated a loyal customer base.
In addition to passenger service, Southwest Airlines offers ancillary products designed to enhance the traveler experience. These include the Rapid Rewards loyalty program, which awards points for flights and partner transactions, and Southwest Vacations, a bundled package service featuring hotel stays and car rentals. The airline also provides cargo shipping, in-flight Wi-Fi, and mobile check-in through its proprietary app, reflecting its commitment to convenience and technology integration.
Headquartered in Dallas, Texas, Southwest operates across the continental U.S., Hawaii, Puerto Rico, Mexico, and the Caribbean. The airline’s leadership team is led by Chief Executive Officer Bob Jordan, who succeeded Gary Kelly, and President and Chief Operating Officer Mike Van de Ven. Under their guidance, Southwest continues to pursue growth opportunities, operational resilience, and its longstanding ethos of “Low fares. Nothing to hide. That’s TransFarency.”
