In addition to its commercial and financial success, Southwest Airlines is known for its excellent customer service. Southwest has built an impeccable reputation by putting customers first and by making sure their employees are content and financially secure.

Customers consistently rank Southwest Airlines as a favorite in 2026 because of its "Transfarency" policy and unique operational culture. The biggest draw is their industry-leading baggage policy: "Bags Fly Free," allowing every passenger two checked bags at no extra cost, which can save a family of four over $240 on a round trip. They also have no change or cancellation fees; if you cancel a flight, the full value is stored as a "Flight Credit" that never expires. Passengers also appreciate the open seating model, which allows them to choose their own seat once they board, rather than being "assigned" to a middle seat months in advance. Beyond the financial perks, Southwest is famous for its "LUV" culture, where flight attendants often use humor and personality to make the journey more enjoyable. While other airlines have moved toward unbundling every service, Southwest remains committed to an all-inclusive model that makes the traveler feel respected rather than "nickel-and-dimed." This combination of high-value flexibility and a friendly, down-to-earth atmosphere has created a level of brand loyalty that few other major carriers can match.