Target market for Southwest Airlines: medium to high frequency business travelers who take one to three roundtrips per month, male/female professionals ages 24 - 55, travelers who are cost/price conscious, dissatisfied customers from full-service airlines, travelers looking to commute distances between 750 and 1,700 miles, leisure family travelers, internet/technology savvy travelers, and 30 - 60 day trip planners.
Southwest prides itself on having a "no change fee" when it comes to reservations, allowing first and second bags to fly free, and welcoming pets on-board. Their "Keep it Simple" business model consists of no seating class distinctions, no on-board meals, and a simple pricing structure for tickets. To date Southwest has the highest customer ratings and the best on-time performance in the industry.
In Southwest buzz, the airline began serving Key West, Florida in November 2012. Branson, Missouri flights will begin March 9, 2013. Charlotte, North Carolina; Flint, Michigan; Rochester, New York; Portland, Maine; and San Juan, Puerto Rico flights will be added in April 2013.