We take our fun Culture seriously. See what makes us who we are.

Purpose, Mission, Vision, and Values

Our Purpose

Connect People to what’s important in their lives through friendly, reliable, low-cost air travel.

Our Vision

To become the World’s Most Loved, Most Flown, and Most Profitable Airline.

Our Mission

The mission of Southwest Airlines® is the dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

To our Employees

We are committed to providing our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines®.

Our Values


Warrior Spirit

  • Strive to be the best
  • Display a sense of urgency
  • Never give up

Servant’s Heart

  • Follow The Golden Rule
  • Treat others with respect
  • Embrace our Southwest Family

Fun-LUVing Attitude

  • Be a passionate Team Player
  • Don’t take yourself too seriously
  • Celebrate successes

Work Safely

  • Follow standard operating procedures
  • Identify and report hazards
  • Respect and comply with regulations

Wow Our Customers

  • Deliver world-class hospitality
  • Create memorable connections
  • Be famous for friendly service

Keep Costs Low

  • Show up and work hard
  • Protect our ProfitSharing
  • Find a better way

Awards & Recognition

#11 FORTUNE Magazine’s Most Admired Companies List 2019

25 Consecutive Years on FORTUNE Magazine’s Most Admired Companies List

Recognized as a Best Employer in Forbes’ 2018 list

Named Program of the Year for Rapid Rewards® Program and recognized for providing the Best Loyalty Credit Card, the Best Airline Redemption Ability, the Best Elite Program, the Best Promotion, and for the 6th consecutive year, the Best Customer Service by the Freddie Awards

Named to Glassdoor’s Best Places to Work list for the 10th consecutive year