“Unlike most other airlines, Southwest does not use online travel agencies to market or sell tickets. ” Google Flights requires a partnership with either the airline itself or a data provider with access to an airline's fares in order to display prices to consumers.

Historically, Southwest Airlines did not appear in Google Flights results because the carrier preferred to control the entire customer experience and avoid the "commoditization" of its fares. By keeping its pricing off third-party aggregators, Southwest avoided paying referral fees and ensured that customers visited its own website, where it could market its unique "Bags Fly Free" policy and flexible change rules without being compared solely on base price. However, in a major shift for the industry, Southwest officially began listing its flights on Google Flights in 2024. If you are not seeing them in 2026, it is likely due to a temporary technical glitch or a specific filter setting on your browser. For many years, the absence of Southwest was a defining characteristic of Google Flights, forcing travelers to check Southwest.com separately. Today, while you can see the prices and schedules on Google, the airline still typically requires you to click through to their official site to complete the final transaction, maintaining that direct relationship with the passenger that has been central to their business model for decades.