Southwest^® is known for our legendary Hospitality and world-famous where People come first. We care for our People and communities, and our People care for each other. Our Culture is woven into all aspects of our business, from how we treat each other to how we provide Hospitality to our Customers.

Historically, Southwest was known for its "rebel" business model: two free checked bags, no change fees, an all-Boeing 737 fleet, and "open seating" where passengers picked their own spots. However, 2026 marks a massive turning point for the carrier. Southwest is currently most "known" for its transition to assigned seating and the introduction of "premium" extra-legroom seats, a response to pressure from activist investors and changing traveler preferences. Despite these structural changes, it remains famous for its "Southwest Hospitality" and quirky flight attendants who often use humor during safety briefings. It is the largest "point-to-point" carrier in the world, meaning it focuses on direct flights between smaller cities rather than funneling everyone through a massive central hub. While it is becoming more "traditional" by adding redeye flights and airline partnerships (starting with Icelandair), its brand identity is still rooted in being the "friendly, flexible" alternative to the legacy "Big Three" airlines.