Southwest Airlines is the carrier most associated with the "LUV" and "Love" branding, often using the sentiment "more to love" in its marketing to highlight its unique passenger benefits. As the "original LUV airline" (based at Dallas Love Field and trading under the ticker LUV), Southwest has built its 2026 reputation on "Hospitality with Heart." This branding emphasizes their policy of two free checked bags, no change or cancellation fees, and a "Servant's Heart" attitude from employees. In February 2026, the airline celebrated its heritage with a series of high-profile "weddings in the sky" and the introduction of new seating options with extra legroom, further leaning into the "more to love" theme by providing more physical space and comfort while maintaining the low-cost, friendly identity that has defined the airline since 1971.