Southwest Airlines has never deviated from its niche: short-haul, high frequency, low-fare service, all delivered with award-winning customer service.
-- Herbert D. Kelleher, Chairman, President, and CEO
Southwest's current strategy is to position itself as a cost leader with a focus strategy. The company’s management and employees aim to cost-effectively and reliably fly large number of customers on short, non-stop flights, and to have fun doing it.
HRM at Southwest