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

Our Purpose, Vision, and Promises

Our Purpose

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

Our Vision

To be the world’s most loved, most efficient, and most profitable airline.

Company Promise

Southwest will provide a stable work environment with equal opportunity for learning and personal growth. Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.

Employee Promise

I will demonstrate my Warrior Spirit by striving to be my best and never giving up. I will show my Servant’s Heart by delivering Legendary Customer Service and treating others with respect. I will express my Fun-LUVing Attitude by not taking myself too seriously and embracing my Southwest Family. 

Our Values


How I Show Up Every Day


  • Have a strong work ethic
  • Take initiative
  • Be accountable


  • Act like an owner
  • Choose to do right
  • Be courageous


  • Don’t take yourself too seriously
  • Keep perspective
  • Don’t be a jerk


How We Treat Each Other


  • Practice civility
  • Embrace Team over self
  • Be inclusive


  • Speak up
  • Be transparent
  • Tell the truth

Service with LUV

  • Practice Hospitality
  • Live by The Golden Rule
  • Don’t be rude


How Southwest Succeeds


  • Don’t make the easy hard
  • Key costs low
  • Stay agile


  • Be safe
  • Be focused
  • Be reliable


  • Get results
  • Win the right way
  • Kick tail

Awards & Recognition

For 15 consecutive years, Southwest Airlines has made  FORTUNE Magazine’s list of World’s Most Admired Companies, ranking #23 in 2023
Recognized as a Best Employer on Forbes’ List in 2022
Recognized as a Best Employer for Women on Forbes’ List in 2022
Named to Glassdoor’s Best Places to Work List in 2022
Named Program of the Year for Rapid Rewards Program and recognized for providing the
Best Loyalty Credit Card, and the Best Customer Service by the Freddie Awards in 2022