Say it ain’t so. Has Southwest turned into just Another US Airline?

For over 4 decades, Southwest was an outlier in the US airline industry. They provided great customer service in an industry where it appeared their competitors were fighting to be the worst. Southwest was consistently ranked the #1 airline in domestic customer satisfaction. In our consulting workshops, Southwest was consistently mentioned when asked about what brands you can’t live without.

What made Southwest so unique?

It was their energy. They made flights fun. Their flight attendants were super friendly. They turned the mundane, boring pre-takeoff speeches into hilarious and entertaining presentations. They had open seating, free checked bags, and no rescheduling or cancellation fees.

*Related _– The Customer Revolt / Two CX Legendary Brands Struggling

 Past Results

Southwest’s original strategy was simple: happy employees lead to happy passengers, which leads to happy shareholders, and it delivered. From 1973 through 2019, Southwest reported 47 consecutive profitable years.

 Today

What made Southwest different is fading: they’re adopting assigned seats, shrinking space between rows, and phasing out free bags. Even their pricing, once a significant draw, now blends in with the rest.

 Why?

Wall Street. Putting profits first. In an Inc. article titled What Leaders Can Learn From Southwest Airlines’ Slow Fade From Greatness to Sameness a Southwest mechanic said, “Shareholders come first, not employees. It’s all about the money.” What once made Southwest unique is slipping away, leaving behind an airline that’s becoming more like the rest.

*Related – Who is Most Important, The Shareholder or the Stakeholder?

In addition, Southwest has experienced major operational failures—including widespread cancellations and steep fines—partly driven by underinvestment in maintaining and modernizing its aging fleet. When short-term profits take priority, essential long-term improvements are often neglected, with passengers bearing the brunt. As a result, Southwest Airlines stock (LUV) fell from $66.99 in 2018 to $31.42 as of June 25^th.

Don’t let your brand fade into sameness—invest in your people, protect your purpose, and deliver the experience your customers can’t live without. Let’s build lasting value, not just quarterly gains.

Book a complimentary advisory call with a DiJulius Group expert today. You’ll learn how to empower your team, consistently create exceptional experiences, and, ultimately, build a culture that keeps top talent and loyal customers coming back.

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