Southwest Airlines has made its reputation on being different than the legacy carriers, even some of its low-cost competition. Not only do they have generally happy flight crew who turn the pre-flight safety announcements into mini-skits, but they have refrained from charging for the first carry-on bag and do not have change fees. Employee ownership is given some of the credit, but a conscious approach to the in-flight experience and customer centric marketing is also in their corner....

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