Southwest Airlines

Southwest Airlines is the domestic low-cost carrier that built a reputation on point-to-point flying, free checked bags, and a very plain, no-frills style. By our assessment, its real strength has long been the simple fare structure and the high-frequency network across U.S. routes, which makes it easy to understand compared with many legacy airlines. The trade-off is obvious to anyone who flies this kind of airline: fewer luxuries, less pretense, and a service model that cares more about throughput than pampering. In practice the whole experience is utilitarian in a way some people like and others find tiring, especially if they want assigned seats or business-class polish. Southwest sits between the big network airlines and the pure ultra-low-cost operators, and that middle ground is part of its identity. It is the sort of airline people choose for straightforward domestic trips, not for a luxurious cabin.