How Southwest Airlines Can Succeed In the 21st Century

Southwest Airlines remains the leading low-cost carrier in the world by a significant margin. In its home market of the US, however, Southwest finds itself increasingly squeezed between large scheduled airlines and ultra-low-cost competitors. For Southwest to thrive in the 21st century, it must find a way to boost its revenues and reduce its costs without sacrificing the unique aspects of its brand that have won the airline legions of loyal customers.