History of Southwest Airlines in Timeline
Southwest Airlines Co., a major low-cost carrier in the United States, is headquartered in Dallas, Texas. Serving 121 domestic and 10 international destinations, Southwest transported more domestic passengers than any other U.S. airline as of 2018, making it the third largest in North America by passenger count.
1966: Idea for Southwest Airlines is Born
The idea for Southwest Airlines was conceived in 1966 by Herbert Kelleher and Rollin King.
March 9, 1967: Southwest Airlines is Founded
Southwest Airlines was founded as Air Southwest Co. on March 9, 1967, by Herb Kelleher and Rollin King.
1967: Air Southwest Co. is Incorporated
In 1967, Herbert Kelleher and Rollin King incorporated their airline idea under the name Air Southwest Co.
1970: Legal Battles Resolved, Paving the Way for Southwest's Launch
After facing legal challenges from competing airlines, Air Southwest Co. emerged victorious in 1970, clearing the path for its unique intra-Texas flight strategy.
1971: Air Southwest Co. Becomes Southwest Airlines
Air Southwest Co. officially changed its name to Southwest Airlines in 1971 and began operating as an intrastate airline within Texas.
1973: Southwest's Profitability Streak Begins
Southwest Airlines marked the start of its impressive 47-year profitability streak in 1973.
1975: Southwest Expands Within Texas
Southwest Airlines expanded its flight routes in 1975 to encompass other cities within the state of Texas.
1979: Southwest Begins Regional Interstate Service
Following the passage of the Airline Deregulation Act, Southwest Airlines expanded its service to include adjacent states in 1979.
September 1981: Herb Kelleher Becomes President and CEO
Herb Kelleher became president and CEO of Southwest Airlines in September 1981.
June 18, 1987: Southwest Airlines Launches Frequent-Flyer Program "The Company Club"
On June 18, 1987, Southwest Airlines introduced its frequent-flyer program called "The Company Club," rewarding passengers for their loyalty with credits based on the number of trips flown, regardless of distance.
1991: Southwest Opposes High-Speed Rail
Southwest Airlines lobbied against a high-speed rail project in Texas in 1991, arguing that it would harm the airline industry and require significant public subsidies.
March 1992: Arm-Wrestling for a Slogan
In March 1992, a dispute over the use of the phrase "Plane Smart" in Southwest's slogan led to a unique arm-wrestling match between the CEOs of Southwest and Stevens Aviation. The match, held at the Dallas Sportatorium, resulted in Stevens Aviation winning the rights to the phrase, but they graciously granted Southwest permission to continue using "Just Plane Smart".
1994: Texas High-Speed Rail Initiative Cancelled
The high-speed rail initiative that Southwest Airlines actively opposed in Texas was cancelled in 1994.
April 25, 1996: "The Company Club" Transforms into Rapid Rewards
Southwest Airlines rebranded its frequent-flyer program as "Rapid Rewards" on April 25, 1996, signaling a shift in its loyalty program.
June 2001: End of Herb Kelleher's Tenure as CEO
Herb Kelleher's time as president and CEO of Southwest Airlines ended in June 2001.
July 15, 2004: Gary Kelly Becomes CEO
Gary C. Kelly became the CEO of Southwest Airlines on July 15, 2004, succeeding Jim Parker.
2006: Denver Takes Off as a Key Destination for Southwest
In 2006, Southwest Airlines added Denver to its route map, and it quickly became one of their most popular destinations.
2007: Southwest Airlines Introduces New Boarding Procedure
Before 2007, Southwest Airlines used a boarding process where passengers were divided into three groups (A, B, and C). Passengers lined up according to their assigned letter and boarded accordingly.
2007: Southwest Airlines Revamps Boarding with Numbers
In 2007, Southwest Airlines implemented a revised boarding system that assigned each passenger a letter (A, B, or C) and a number ranging from 1 to 60. Passengers then lined up numerically within their letter group and could choose any available seat.
July 15, 2008: Leadership Changes
On July 15, 2008, Gary Kelly became president of Southwest Airlines, replacing Colleen Barrett. Colleen Barrett also left her position on the board of directors and as corporate secretary in July 2008.
February 2009: Southwest Airlines Embarks on In-Flight Wi-Fi Testing
In February 2009, Southwest Airlines began testing in-flight Wi-Fi connectivity to enhance the passenger experience.
August 21, 2009: Southwest Airlines Takes Flight with In-Flight Wi-Fi
On August 21, 2009, after a successful testing period that began in February 2009, Southwest Airlines announced the gradual rollout of in-flight Wi-Fi Internet connectivity across its fleet. The service was provided through Global Eagle Entertainment's satellite-broadband technology.
2010: Southwest Airlines Rolls Out Wi-Fi to its Fleet
Beginning in the first quarter of 2010, Southwest Airlines began equipping its aircraft with Wi-Fi capabilities, gradually expanding internet access across its fleet.
March 1, 2011: Rapid Rewards Gets a Points Makeover
On March 1, 2011, Southwest Airlines revamped its Rapid Rewards program, transitioning to a points-based system linked to ticket costs. Members now earn and redeem points based on a four-tier fare scale multiplier and the price of the ticket.
June 22, 2011: Pilot Suspended for Offensive Language
On June 22, 2011, a recording surfaced of a Southwest Airlines captain making offensive remarks about flight attendants. The pilot was disciplined and required to undergo diversity training.
September 17, 2012: Southwest Airlines Breaks Ground on New Training and Operational Hub
On September 17, 2012, Southwest Airlines celebrated the groundbreaking of its new Training and Operational Support facility located across from its headquarters. The complex included a resilient Network Operations Control center and a spacious office and training facility.
2012: MythBusters Confirms Efficiency of Southwest's Boarding Method
A 2012 episode of the television show MythBusters investigated Southwest Airlines' boarding procedure and found it to be the fastest method in use. On average, it proved to be 10 minutes quicker than traditional boarding procedures.
2012: Southwest Airlines Tests Live Television for In-Flight Entertainment
During the summer of 2012, Southwest Airlines initiated tests for streaming live television on its flights, aiming to provide passengers with real-time entertainment options.
January 2013: Southwest Airlines Adds Video On Demand to In-Flight Entertainment
In January 2013, Southwest Airlines further enhanced its in-flight entertainment offerings by introducing Video On Demand, providing passengers with more entertainment choices.
2013: Southwest Completes Construction of New Training and Operational Facility
Southwest Airlines completed the construction of its state-of-the-art Training and Operational Support building in 2013, marking a significant investment in its infrastructure.
2014: Southwest's New Training and Operational Facility Becomes Operational
In 2014, Southwest Airlines began moving into its newly completed Training and Operational Support facility, consolidating key operations, customer support, and training functions in one location.
June 2, 2016: Southwest Airlines Breaks Ground on "Wings," its Newest Office and Training Facility
On June 2, 2016, Southwest Airlines held a groundbreaking ceremony for its new office and training complex, aptly named "Wings." This addition to their corporate campus included a spacious six-story office building and a dedicated pilot training facility known as the Leadership Education and Aircrew Development (LEAD) Center.
January 10, 2017: Executive Leadership Changes
Southwest Airlines announced changes to its executive leadership on January 10, 2017, appointing Thomas M. Nealon as president and Michael G. Van de Ven as chief operating officer.
September 26, 2017: Passenger Removed Over Allergy Claim
On September 26, 2017, a passenger was removed from a Southwest Airlines flight after claiming a life-threatening allergy to dogs on board, including a service animal. The passenger was escorted off the plane by police.
December 29, 2017: Family Removed from Flight Due to Lice Accusation
A family was removed from a Southwest Airlines flight on December 29, 2017, because of an unconfirmed head lice accusation. The family, later found to be lice-free, was placed on a different flight.
April 3, 2018: Southwest Airlines Opens "Wings" Office and Training Facility
Southwest Airlines officially opened its new office and training complex, "Wings," on April 3, 2018. The complex features a six-story office building and the LEAD Center, a state-of-the-art pilot training facility with 18 flight simulators.
2018: Southwest Airlines Carries Most Domestic Passengers
In 2018, Southwest Airlines carried more domestic passengers than any other airline in the United States.
August 16, 2019: Southwest Airlines Announces LEAD Center Expansion for Enhanced Training Capabilities
To accommodate future operational and training requirements, Southwest Airlines announced on August 16, 2019, an expansion plan for its LEAD Center, adding eight more simulators to enhance its training capabilities.
October 2019: Hidden Camera Allegations Surface
In October 2019, a Southwest Airlines flight attendant alleged that two pilots had livestreamed footage from a hidden camera in a plane's bathroom. The airline and the pilot union dismissed the claims as a hoax.
October 18, 2019: Rapid Rewards Enhances Benefits and Extends Point Validity
On October 18, 2019, Southwest Airlines introduced changes to its Rapid Rewards program, ensuring that points no longer expire as long as the member is alive. The update also expanded the ways members can use their points.
2019: Southwest Airlines' Profitability Streak Ends
In 2019, Southwest Airlines experienced a break in its long-standing streak of 47 consecutive years of profitability.
January 2, 2020: Southwest Airlines Acquires Additional Land for Future Expansion
On January 2, 2020, Southwest Airlines revealed its purchase of an additional 3 acres of land adjacent to its Wings and LEAD facilities, indicating their commitment to future growth and development, though specific details were not disclosed.
February 2020: DOT Report Raises Safety Concerns
A report by the Department of Transportation's inspector general in February 2020 found that Southwest Airlines had operated airplanes with safety issues and that the Federal Aviation Administration's oversight was lacking.
December 27, 2020: Financial Aid Prevents Furloughs and Pay Cuts
The Consolidated Appropriations Act, 2021, enacted on December 27, 2020, provided financial aid to U.S. airlines, allowing Southwest to rescind planned pay cuts and avoid furloughing employees.
2020: Southwest Airlines Soars to the Top of Airline Quality Ratings
In 2020, Southwest Airlines earned the top spot on the Airline Quality Rating list, a testament to its commitment to customer satisfaction.
2020: Pilot's Inappropriate Conduct Leads to Prosecution
In 2020, a Southwest Airlines captain was found to have watched pornography on his laptop while partially clothed during a flight. The pilot retired before the incident was reported but faced legal consequences and lost his retirement benefits.
May 23, 2021: Passenger Assaults Flight Attendant
On May 23, 2021, a passenger physically assaulted a Southwest Airlines flight attendant upon landing in San Diego, causing serious injuries. The passenger was charged with assault.
June 23, 2021: Announcement of CEO Transition
Southwest Airlines announced on June 23, 2021 that CEO Gary Kelly would transition to the role of executive chairman in 2022.
September 14, 2021: Nealon Retires, Van de Ven Becomes President
On September 14, 2021, Thomas M. Nealon retired as president of Southwest Airlines but continued to serve as a strategic advisor. Michael G. Van de Ven became the new president while maintaining his role as COO.
2021: Southwest Ranked Highly as Employer and Company
In 2021, Southwest Airlines was recognized for its workplace culture and ranked highly on Fortune magazine's "Most Admired Companies" list, reaching number 14.
February 1, 2022: CEO Transition
On February 1, 2022, Bob Jordan took over as CEO of Southwest Airlines, replacing Gary C. Kelly, who transitioned to the role of chairman.
June 30, 2022: Southwest Airlines Prioritizes Employees and Customer Service
As of June 30, 2022, Southwest Airlines reported having 62,333 active full-time equivalent employees. The Washington Post highlighted the airline's hiring philosophy, which centers on seeking individuals with a "Servant's Heart, Warrior Spirit, Fun-LUVing Attitude." Southwest Airlines also emphasizes an internal practice of prioritizing "employees first, customers second."
July 27, 2022: Federal Investigators Release Report on Southwest Airlines Safety Lapses
On July 27, 2022, federal investigators released a report alleging that Southwest Airlines stonewalled investigations into safety concerns, leading to criticism of both the airline and the FAA's oversight.
December 21, 2022: Southwest Airlines Holiday Meltdown Begins
On December 21, 2022, Southwest Airlines began experiencing major operational disruptions, resulting in widespread delays and cancellations, attributed to factors including weather, staffing, and technological issues.
2022: New Slogan Adopted
As of 2022, Southwest Airlines adopted the slogan "Low fares. Nothing to hide. That's TransFarency!".
September 2, 2023: Southwest Airlines Enhances In-Flight Entertainment Options
As of September 2, 2023, Southwest Airlines passengers can enjoy a wider range of in-flight entertainment options via Wi-Fi, including live TV, movies, messaging services (iMessage and WhatsApp), and real-time flight tracking. Full Internet access is available for a fee for regular passengers.
September 2023: Southwest Airlines Offers Wi-Fi for a Fee
As of September 2023, Southwest Airlines provides Wi-Fi access to its passengers for a fee of $8. This service includes access to live television, movies, streaming music, and app messaging.
December 2023: Southwest Airlines Receives Record Fine for Holiday Meltdown
In December 2023, Southwest Airlines reached a settlement with the USDOT and received a record $140 million fine for the December 2022 holiday meltdown, marking the largest fine ever imposed by the agency.
2023: Southwest Airlines: A History of Flying with Boeing 737s
Throughout its history, Southwest Airlines has shown a strong preference for Boeing 737 aircraft, except for a brief period when it leased a few Boeing 727s. The airline holds the title of the world's largest operator of the Boeing 737 and was the launch customer for several models, including the 737-300, 737-500, and 737-700. In 2023, Southwest Airlines celebrated a significant milestone by taking delivery of its 1000th Boeing 737 aircraft.
January 2024: Southwest Airlines Expands Destinations and Adopts Unique System
By January 2024, Southwest Airlines had expanded its services to over 100 destinations across 42 states, Puerto Rico, Mexico, Central America, and the Caribbean. Instead of the traditional hub-and-spoke model, Southwest adopted a point-to-point system with a rolling-hub model for its base cities.
May 2024: Southwest Airlines Fleet Reaches New Heights
As of May 2024, Southwest Airlines operated a fleet of 817 aircraft, securing its position as the fourth-largest commercial airline fleet globally. The airline exclusively uses Boeing 737 narrow-body airliners for its operations.
