As a result of WHY they do what they do, and because they are highly disciplined in HOW they do it, they are the most profitable airline in history. There has never been a year that they didn’t turn a profit, including after September 11 and during the oil crises of the 1970s and early 2000s. Everything Southwest says and does is authentic. Everything about them reflects the original cause King and Kelleher set out to champion decades earlier. It has never veered.
