Sharing Our Company Values

Southwest is known for our legendary Hospitality and world-famous Culture. Our Culture is often imitated but never duplicated, and every Employee plays a role in promoting and preserving it. Happy, empowered Employees make great ambassadors, and they positively impact our Customers, our business, and the world around us.

Over the past five decades, we’ve remained steadfast in our Purpose to connect People to what’s important in their lives through friendly, reliable, and low-cost air travel. As we prepared for our 50th year in business, we took the opportunity to refine our Company Values and further strengthen their alignment to our Vision to be the world’s most loved, most efficient, and most profitable airline.1212) The 2020 Southwest Airlines One Report contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Specific forward-looking statements include, without limitation, statements related to (i) the Company’s environmental sustainability beliefs, plans, and expectations; (ii) the Company’s plans, goals, objectives, and initiatives related to diversity, equity, and inclusion; (iii) the Company’s plans and expectations with respect to Employee training, development, benefits, (including post-retirement benefits) pay, and staffing (including with respect to avoiding furloughs or pay cuts); (iv) the Company’s Vision; (v) the Company’s network plans, expectations, and opportunities, including factors and assumptions underlying the Company’s plans and expectations; (vi) the Company’s initiatives and related goals with respect to global distribution system access and related alliances and capabilities; (vii) the Company’s financial position, outlook, plans, strategies, goals, targets, and projected results of operations; (viii) the Company’s fleet plans and expectations; and (ix) the Company’s initiatives and expectations with respect to fuel efficiency and emissions. These statements involve risks, uncertainties, assumptions, and other factors that are difficult to predict and that could cause actual results to vary materially from those expressed in or indicated by them. Factors include, among others, (i) the extent of the COVID-19 pandemic, including the duration, spread, severity, and any recurrence of the COVID-19 pandemic, including through any new variant strains of the underlying virus; the effectiveness and availability of vaccines; the duration and scope of related government orders and restrictions; the duration and scope of the Company’s actions to address Customer and Employee health concerns; the extent of the impact of the COVID-19 pandemic on overall demand for air travel and the Company’s related business plans and decisions; and any negative impact of the COVID-19 pandemic on the Company’s access to capital; (ii) the impact of fears or actual outbreaks of other diseases, economic conditions, fuel prices, extreme or severe weather and natural disasters, fears of terrorism or war, actions of competitors, consumer perception, and other factors beyond the Company's control, on consumer behavior and the Company's results of operations and business decisions, plans, strategies, and results; (iii) the impact of governmental actions and governmental regulations on the Company’s plans, strategies, and operations; (iv) the Company's dependence on Boeing with respect to the Company's fleet order book and delivery schedule; (v) the Company’s dependence on other third parties for products and services, in particular with respect to global distributions systems and related alliances and capabilities, and the impact on the Company’s operations and results of operations of any third party delays or non-performance; (vi) the Company’s ability to timely and effectively implement, transition, and maintain the necessary information technology systems and infrastructure to support its operations and initiatives; (vii) the impact of labor matters on the Company’s result of operations, business decisions, plans, and strategies; and (viii) other factors, as described in the Company's filings with the Securities and Exchange Commission, including the detailed factors discussed under the heading "Risk Factors" in the Company's Annual Report on Form 10-K for the fiscal year ended Dec. 31, 2020.

In 2020, we evolved our Vision to be the world’s most efficient airline—to execute a consistent, reliable operation with an uncompromising commitment to Safety and compliance. Efficiency has been a hallmark of our success through the decades and is a timeless theme that is part of our DNA.

Our updated Values are more clear, tangible, and actionable for our Employees. Members of the Southwest Family were mindful when making this update to capture the attitude of Southwest. Today, more than ever, our Values speak to the Heart of who we are and how we treat each other.

Our Culture is not easily emulated by our competitors—it’s what makes Southwest unique—the power of a smile; someone going the extra mile for a Coheart or Customer.


There’s never been a more important time in our history to focus on who we are, what we believe, and how we behave. Our Values keep us true to our core while enabling us to scale for the future.

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