What are the key cultural values of Southwest Airlines?

The Core of Southwest's Culture: Values and Purpose
  • Southwest Airlines' purpose is: “Connect People to what's important in their lives through friendly, reliable, low-cost air travel.”
  • Warrior Spirit.
  • Servant's Heart.
  • Fun-LUVing Attitude (*)
  • Work Safely.
  • Wow Our Customers.
  • Keep Costs Low.




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Kelleher's culture code started with “an audacious commitment” to put employees first, customers second, and shareholders third. As a storyteller, Kelleher understood that culture is not something that a committee brainstorms once and moves on. Instead, cultures are built on stories that leaders share daily.

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World's Leading Cultural Airline 2021
  • Air China.
  • Air New Zealand.
  • Japan Airlines.
  • Qatar Airways.
  • SriLankan Airlines.
  • Swiss International Air Lines.
  • Thai Airways.
  • Vietnam Airlines.


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Let them know that you are wanting to explore your own career potential and you feel that Southwest Airlines will give you the challenges and opportunities to keep climbing and discover your potential.

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Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline1.

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Profitability moves these stocks too, as do factors such as fuel costs, foreign exchange rates, capital expenditures, and seat prices, which result in either margin expansion or contraction. Airline stocks are primarily valued based on these factors and valuation multiples.

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Southwest was one of the first airlines to offer consumers a website, an online booking tool, and access to coupons and discounts directly from the airline. When Southwest Airlines first launched, it had implemented a love-themed marketing campaign, which then became the origin of its LUV ticker symbol.

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