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Southwest Named on Forbes’ 2023 Customer Experience All-Stars List


It’s a great honor to share that Southwest Airlines ® was named to the first-ever Forbes’ 2023 Customer Experience All-Stars list! We rank No. 100 out of 300 brands that consumers in the U.S. viewed most positively for the company’s products, services, and treatment of customers.


We’ve made several strides to enhance the journeys our Customers take with us. In 2022, we outlined our two-billion-dollar plan to transform our Customer Experience. Since then, we launched enhanced inflight WiFi1 connectivity, installed larger overhead bins and in-seat power onboard new aircraft deliveries, offered more onboard entertainment1 options and a wider selection of refreshments in the cabin2, enabled more self-service digital capabilities, and introduced enhancements to the Southwest Rapid Rewards® program.


Our goal is to make traveling with Southwest® as easy as possible while enabling our Employees to deliver the Southwest Hospitality that we are famous for. We are so thankful for our loyal Customers who choose Southwest and give us an opportunity to show why we are the airline with Heart.


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Customer Experience All-Stars, powered by HundredX, compiled data from an online survey that ran throughout 2022. The survey asked consumers to rate brands and products they view most positively, in more than a dozen categories regarding the company’s products, services, and treatment of customers. In total, the survey received 3.7 million ratings from 121,000 respondents, with more than 2,220 unique brands reviewed. 


1Where available. Available only on WiFi-enabled aircraft. Limited-time offer. Internet access for $8 per device from takeoff to landing. Price is subject to change. May not be available for the full duration of flight. In order to provide a top-notch Internet experience, Southwest prohibits access to certain high-bandwidth applications and websites and also prohibits access to certain obscene or offensive content.

2On flights less than 175 miles, food and beverage service will be limited to water only. Must be 21 or older to consume alcoholic beverages.

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