Commitment to Customers

Southwest’s focus on the Customer ramped up into the 1980s as the Company rolled out new products. Campaigns like "The Company Plane" were created specifically for business travelers, while the launch of "The Company Club" provided a unique loyalty program for the benefit of business and leisure travelers alike.

Spreading the Love Even Farther

In the 1980s, Southwest grew dramatically by expanding outside of Texas and launched service to several cities in the American Southwest and beyond. Phoenix, cities within the state of California, and more began to experience Southwest’s low fares and Positively Outrageous Customer Service.

Desert Gold

In a sea of white tails, Southwest Airlines stood out with warm colors, including the desert gold wrap on the aircraft fuselage. This look became more widely known and recognizable in the 1980s as Southwest spread its wings, leaving a lasting impression on the airline industry.

The Company Club

The Company Club, Southwest’s original widescale loyalty program, debuted in 1987. It awarded free tickets based on total trips flown, regardless of distance. Because most other airlines awarded tickets based on miles flown, the Company Club gave Members a chance to earn rewards faster than they could with competitors’ programs.

1980 – 1989
by the numbers

As the 1980s came to an end, Southwest was miles beyond the small intrastate carrier that Herb and Rollin designed in the late 1960s. By 1989, Southwest had grown to become a major airline when it exceeded the annual billion-dollar revenue mark.

*As stated in the 1989 Southwest Annual Report.

As the 1990s approached, Southwest Airlines gave travelers the freedom to fly and proved that choosing Southwest was “Just Plane Smart.”

This way

to 1990-1999