Southwest Airlines Experience

Last week, after more than five years, I decided to take Southwest Airlines to Kansas City for the NACADA advising conference. While I had general knowledge about Southwest Airlines' system, this trip served as a refreshment for me.

Like most airlines, purchasing a ticket and exploring their services through their user-friendly app was seamless. The app was simple to download, easy to navigate, and made booking a ticket effortless. The entire process leading up to the airport was smooth and hassle-free, with no unexpected difficulties.

At the Airport: A Welcome Luggage Policy

One aspect that stood out immediately was Southwest's baggage policy. Each passenger is allowed two checked bags at no additional cost. Since we only had one piece of luggage between the two of us, checking it in was a breeze. I had missed this luxury, as most airlines today impose significant stress regarding luggage. This was a huge plus for Southwest Airlines.

Dropping off our luggage and going through TSA was easy and efficient. When the time came for boarding, I was reminded of Southwest’s unique approach—they do not assign seats. This initially concerned me, as we were traveling as a pair and wanted to sit together. However, the boarding and seat selection process was smoother than expected, largely due to the plane being more than half empty. In fact, both of us had three seats each to stretch out, and while I read a book, others took the opportunity to nap. What initially seemed like a stress point turned into a non-issue.

In the Air: Comfort vs. Technology

With multiple connections on our itinerary, we took a total of four Southwest flights for our round trip. Three of the flights provided a consistent experience, while one stood out as notably different. I'll delve into that shortly.

When it comes to seating, Southwest’s seats were decent—somewhat firm but not overly uncomfortable. However, their onboard technology left much to be desired. There were no power outlets available to charge mobile devices, and the airline lacked a traditional entertainment system. The only option was to connect personal devices to Southwest’s system, which was not the most user-friendly setup. This is an area where Southwest falls short compared to its competitors.

Service and Onboard Experience

Southwest had an interesting service approach. Instead of the traditional food and beverage cart, flight attendants moved through the cabin taking individual drink orders and serving passengers directly. They also provided a small pack of pretzels, which, surprisingly, were quite delicious. This streamlined service not only minimized aisle congestion but also created a more personalized experience.

Sodas in small paper cups were complimentary, while alcoholic beverages were available for a reasonable charge. One unique and fun aspect of Southwest’s service was their "Free Drink Days" promotion. A small box titled "Free Drink Days" with the subtitle "Your first drink on us" highlighted special dates such as Valentine’s Day (2/14), St. Patrick’s Day (3/17), Southwest’s Birthday (6/18), and Halloween (10/31). This added a charming touch to the overall flight experience.

Arrival and Luggage Retrieval

Upon arriving in Kansas City, I was pleasantly surprised by the airport. It was much better than I had expected, and luggage retrieval was seamless. By the time we reached the baggage claim, our luggage was already there—a level of efficiency that stood out compared to other airports.

The Anomaly: A Full Flight Experience

Out of the four flights, only one was completely full, and this flight was significantly different from the others. Unfortunately, we were unable to sit together and had to take separate seats. Additionally, the boarding process for this flight was more stressful, likely because I was placed in the last boarding group. Many passengers brought carry-on luggage into the cabin, which slowed the process and made seating arrangements more chaotic. Compared to the other three flights, where boarding was effortless and there were no luggage concerns, this experience stood out in a less favorable way.

Pricing and Business Model Considerations

One assumption about Southwest Airlines is that they offer significantly lower prices than competitors. However, I found that their ticket prices were very similar to other airlines. Additionally, I’d love to explore more details about their 'Bags Fly Free' policy and its impact on their financial performance, customer satisfaction, and marketing strategy. The data likely holds fascinating insights that could reshape how we perceive the airline industry. I assume they conducted a similar study on their luggage policy and have not yet decided to change it. Their research and decision-making process could serve as an excellent case study for management students and future leaders. According to their webpage, Southwest has been testing assigned seating options on selected flights and is even introducing premium seats to enhance both customer experience and financial performance.

Final Thoughts

Overall, my experience with Southwest Airlines was largely positive. Their baggage policy is a game-changer, their boarding system—while unconventional—worked well in most cases, and their approach to in-flight service was refreshingly efficient. However, their lack of technological amenities and the unpredictability of full flights could be improved.

Would I fly Southwest again? Yes, but I would be mindful of seat selection and technology limitations. The biggest drawback for me, and likely for many Gen Z and millennial travelers, is the lack of modern technology. If they can modernize their in-flight tech while maintaining their core advantages, they could become an even stronger competitor in the airline industry.

Disclaimer:This review is not a marketing effort, nor am I affiliated with or compensated by Southwest for writing this article. It is part of my ongoing experiential learning activities as a hospitality and travel professor, aimed at understanding industry practices and sharing insights with my students and the wider community.