Southwest Airlines was the original discounter, but it is now one of the titans of the industry and no longer a maverick start-up. The Dallas-based airline remains the only major carrier never to land in bankruptcy court, and its simplified operations have a track record of remaining profitable even when rivals struggle.
Southwest's pristine reputation has taken a few hits in recent years. The airline had a high-profile schedule meltdown during the 2022 holiday season, and issues with its aging IT infrastructure led to another systemwide grounding of planes in 2023. The company was the target of activist pressure in 2024, which led Southwest to modernize its systems and add fees for checked bags.