Southwest Airlines is one of the most well known and successful airlines in the business, “flying more than 64 million passengers every year to 58 cities from the southwest and beyond”. Consumers recognize them for their low fares, 2 free carry on bags policy, and their sensational customer service. Their massive success in the industry is part of a carefully curated marketing strategy that has opened doors for them across the world.
Southwest has been able to combine its business strategies (in terms of price, amenities, hospitality, etc.) with strong marketing strategies in order to create a massive appeal to consumers. Its overall brand is built to seem relatable, easy-going, and fun to consumers while they undergo a potentially strenuous and tiresome trip. To promote this brand image, the company has done a variety of strategies. Southwest purposefully designed the colors of its plane horribly in order to make it stand out amongst the other neutral colored planes at the airport. They also tend to include fun and random slogans/sayings in their advertising online and throughout the physical airport. By branding their company in this way, they become more recognizable and relatable to the average consumer.
On top of that, Southwest makes it clear that they are competing with ground transportation and the cost of other types of travel, not just air travel, showing they are truly dedicated to helping the customer succeed. They also coined the term “Transfarency” to help promote their business strategy. Their website itself states
Southwest coined Transfarency® to describe its purposed philosophy of treating Customers honestly and fairly, empowering them to expect a reliably low and uniquely flexible fare from purchase through the journey.
Not only will consumers pick Southwest because of the low price point and amenities, but they will see the value in a brand that appreciates them and will want to return to them again and again. Southwest is a key example that brands and companies should respect and look up to based on their business and marketing strategies.
You're so right! Southwest's marketing strategy is different from anybody else in the market. It feels like 'home' that is, if I had to make an airline a home. Is it the nicest? Not by a long shot. But the staff is nice, easy to work with, their refund policy is flexible, and their seating arrangements are SO ideal. Great marketing scheme, definitely think its working for them.
I tend to think of myself as someone who is prone to falling for companies marketing schemes. I have been fortunate to have had the opportunity to travel a lot in my life and over the years my favorite airlines for the user experience are JetBlue and Delta. Being from the East coast I haven't flown a lot on Southwest but the few experiences I've had with them have been great. I find the business of airlines to be super interesting and I would love for less reputable airlines to make strides towards rebranding and competing with the giants.
When I am considering airlines for domestic travel I often put Southwest in a different category than other airlines such as United, Delta, or American. I think I do this because so many of Southwest's business and marketing practices are quite far from the norm. One of the most prominent strategies that comes to mind when considering what differentiates them is their seating arrangements, which is a much looser process that allows the passenger to find a seat once they've boarded. This is unlike any other airline and projects a much more laid-back energy for the airline and all that it does.