I have sworn off Southwest Airlines permanently. The lack of baggage fees isn't enough to get me to fly with an airline that's no longer the most competitive. A recent round-trip flight from IAD to LAX on Virgin America was $99 each way, I got to choose my seat, I did not have to worry about checking in exactly 24 hours ahead of time so I could be in boarding group A, only to maybe get a good seat. The baggage fee is a small price to pay for good service, a non-stop flight, and an assigned seat.
Your flight crew is also annoying - not everyone loves the peppy-get-em-going attitudes (I have never been on a flight without this). Some of us fly really early in the mornings to get to meetings, we do not need distractions from our work, or cheerleader-type people interrupting our sleep (some of us have long days ahead of us once we get to our destinations, and need to get sleep whenever, and wherever we can).
In a day and age where you are only competitive with fares from other airlines, and nothing else, Southwest needs to get back into the game.
I make 30+ flights a year, none of them on Southwest. Virgin America has earned my IAD - LAX, IAD - SFO, and SFO - LAX business. I know many more people making the same jump.
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