From the AW&ST Archives: Southwest Airlines’ Evolution

1971 The Boeing 737-200 on the cover of the Sept 13, 1971, issue is one of three such aircraft Southwest Airlines operates on its Dallas-Houston and Dallas-San Antonio routes. The intrastate carrier began operations in mid-June, competing with Braniff International Airways and Texas International Airlines. It offers quick check-in, stewardesses in hot pants and drinks called “love potions” (AW&ST Sept. 13, 1971).

1971 Southwest Airlines’ “love machine” register offers quick check-in—designed to give passengers tickets within 10 sec.—as a feature of its Dallas-Houston and Dallas-San Antonio service (AW&ST Sept. 20, 1971).

1976 A Southwest ground team leaps into action upon the landing of a 737-200 at Love Field in Dallas. The ramp man (foreground) runs to plug the intercom into the aircraft while the baggage crew unloads belly cargo and the cabin stores crew (on platform) brings refreshment modules on board. A tractor stands by, hooked up to the nosewheel, ready to push the 737 away from the terminal gate for takeoff. Station supervisors (right) hustle to give ramp baggage handlers extra hands as needed to maintain the 10-min. turnaround (AW&ST Feb. 9, 1976).

1976 Southwest hostesses move through the cabin behind departing passengers (left), picking up stray newspapers and magazines while crossing seat belts in preparation for the passengers to come. Provisioning through the rear door is underway as the last passengers exit from the front. The intrastate carrier’s approximately 50-min. flight segments leave only soft drinks, liquor and ice for replenishment, not food (right) (AW&ST Feb. 9, 1976).

1979 The Houston-New Orleans route is Southwest’s first venture outside Texas. Tied up in legal snarls are plans to fly from Love Field to New Orleans nonstop and northward from Love to Chicago, with stops in Oklahoma; Kansas City, Missouri; and St. Louis (AW&ST Sept. 10, 1979).

1985 A Southwest 737-200 and a Muse Air McDonnell Douglas MD-80 series aircraft are parked at Dallas Love Field. Having just acquired Muse Air, Southwest keeps the operations separate to avoid the trouble of merging aircraft fleets and seniority lists (AW&ST July 22, 1985).

1995 Many observers see Southwest as the competitor to beat—or emulate. The carrier leads in market share in more than 50% of the U.S.’ largest city-pair markets and maintains a two-thirds share overall (AW&ST Aug. 7, 1995).

1995 Although Southwest is working to extend its average stage length, its CEO doubts flights of more than 600 mi. will ever exceed 10% of the carrier’s total capacity (AW&ST Aug. 7, 1995).

1996 Dallas-based Southwest brings its low-fare fight to Florida as it introduces 737 service between Tampa and Fort Lauderdale and destinations in the southeastern U.S. (AW&ST Jan. 22, 1996).

2001 For three decades, the eccentric Herb Kelleher has headed Southwest. With his sense of humor and an operational formula emphasizing cost controls and disciplined growth, he has made Southwest the fourth-largest airline in the U.S.  (AW&ST June 11, 2001).

2004 Southwest Airlines CEO Jim Parker, who inherited the post from Herb Kelleher, speaks with AW&ST in 2004 as the carrier makes Philadelphia its 60th destination. Read the interview in our archives: "Philadephia Story" (AW&ST May 10, 2004).

2017 Southwest becomes the first U.S. carrier to take delivery of the Boeing 737 MAX in late August. The airline sees great potential to expand its network with the MAX’s longer range (AW&ST Sept. 18-Oct. 1, 2017).

2023 Southwest targeted October 2023 to finalize execution of a remediation plan addressing its December 2022 operational disruption (AW&ST, March 27-April 9, 2023).