Disclaimer - I work in eCommerce and know that big paragraphs are horrible for viewing online. I hope you take the time to read my comments. They are heartfelt and true. I don't work for Southwest and haven't been engaged by them in anyway. I think you'll find many other customers that feel the same as I do.
I am very excited that WN is flying to MKE. I grew up in the area and have lived in Dallas for over a decade. I frequently travel for work and leisure and have experienced many airlines. I could tell you all about other airlines great strengths and weaknesses. I would rather focus on what I see in WN as a passenger (and perhaps admirer). Southwest employees are the model of most industries. That speaks volumes because it is rare that airline cultures compete outside of their own industry. I know that people from the Great Lakes area have a strong work ethic and Southwest is a natural fit. Southwest employees are just like the people in this new market - hard-working, efficient, and determined. MKE passengers will appreciate quick check-in, almost no lost bags (and they still don't charge to check them in), and rapid exit from the aircraft. If you give them a try, you'll find that you'll be in and out much more quickly than with other airlines. Time spent is the bottom line for me but I want you to know that they don't do the "cattle call" any more. You get a specific place in line that allows you to line up just a few minutes prior to boarding - and that is far more desirable than squeezing by the many out-of-sequence passengers that board according to groups or numbers. Oh, and during your flight you can buy some special drinks for money, but mostly you get free non-alcoholic beverages and some good snacks included in the price (I don't see this in my other airline trips). Finally, when was the last time you booked a great fare and had to change your plans only to find out that you would suffer a change fee? Not the case on Southwest - it goes into a credit status for you to use on another trip. This makes booking so risk free that I've concentrated all my plans (especially business) on using WN. Did I mention the frequent flyer...well I could go on but that is great too - you fly free much faster on them.
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