Southwest Airlines

Southwest Airlines was conceived in 1967 when Rollin King sketched a triangle on a cocktail napkin connecting Dallas, Houston, and San Antonio — proposing an airline that would serve Texas cities at fares low enough to compete with driving. He took the idea to lawyer Herb Kelleher, who became the airline's legal counsel and eventually its CEO. The established Texas carriers — Braniff, Continental, and Texas International — fought the airline's certification in courts for three years, believing correctly that Southwest threatened their intrastate routes. Southwest finally took its first flight in 1971.

Southwest operated only Boeing 737s — a deliberate decision that simplified maintenance, crew training, and spare parts management. It charged no bag fees, assigned no seats, and operated shorter turn times than competitors, allowing aircraft to make more flights per day. The combination of low costs and high frequency built Southwest into the dominant domestic US airline by passengers carried. The "love theme" — the airline was incorporated as Air Southwest and its ticker symbol is LUV — was built around irreverent marketing that employees and customers embraced.

Southwest maintained an unbroken streak of annual profitability from 1973 to 2019 — 47 consecutive years — a record unmatched in commercial aviation history. The streak survived oil price shocks, the September 11 attacks, the 2008 financial crisis, and multiple recessions. The airline's fuel hedging programme — a sophisticated derivatives strategy that locked in fuel prices years in advance — shielded it from the price volatility that devastated competitors. Southwest's culture — genuinely unusual among large corporations for its documented warmth and employee loyalty — was often cited as equally important to its financial discipline.

Southwest's legacy technology and point-to-point scheduling model collapsed catastrophically in December 2022 during Winter Storm Elliott. While competitors recovered within days, Southwest cancelled 16,700 flights over five days, stranding approximately two million passengers. The disaster revealed that Southwest's crew scheduling software — which had not been substantially updated in decades — could not recover from the scale of disruption the storm created. Southwest paid $825 million in compensation and fines and was forced to invest heavily in technology modernisation.

Activist investor Elliott Management acquired a significant stake in Southwest in 2025 and pressured the company into its most significant strategy shift in its 54-year history. Southwest announced it would begin assigning seats — ending the open-seating model that had been a defining element of its brand since 1971. The airline also introduced premium seating and began charging for checked bags. The changes were expected to generate significant additional revenue but broke from the founding philosophy that Herb Kelleher had established on a cocktail napkin. Southwest reported $28 billion in revenue for 2024.