Life

Colleen Barrett was led to the aviation industry by chance. She devoted herself to the cause of Southwest Airlines by choice.

As a legal secretary for San Antonio attorney Herb Kelleher, the eventual Founder of Southwest Airlines, Colleen had an eye for detail, the ability to comprehend and organize an extraordinary amount of information, a relentless focus on effective communication, and a passion for service—all seemingly serendipitous complements to Herb’s strategic and visionary strengths. Their partnership began in 1967 and would soon translate into what many consider the greatest experiment in the history of commercial aviation.

Colleen gave equal priority to the needs of the business and the needs of Employees (and, by extension, Customers)—quite possibly, her most valuable gift to Southwest Airlines. She believed the success of one could not happen at the expense of the other. She fought tirelessly to ensure that all had a place at the proverbial table, whether debating policies, crafting processes, or casting a vision for the future. Colleen and Herb’s passion for the People of Southwest Airlines was the driver not only of Southwest’s one-of-a-kind Culture but also their “do the right thing” approach to serving Customers. Led by “The Golden Rule,” Colleen eschewed formal service policies, believing there rarely is only one “right” solution for every problem. She encouraged Employees to lead with their hearts as much as their heads when helping Customers, even in an industry as highly regulated as commercial passenger aviation.

Colleen led by example. She personally corresponded with Customers, answering complaints, compliments, and an endless array of inquiries. She often sent handwritten notes, gifts, and, on one occasion, extended an invitation for a Customer to be Southwest President for a Day! Being transparent, thorough, honest, and kind are key components of her communication style, and in her tenure at Southwest, it translated into intense Customer loyalty for the airline. She took that same approach, with even greater intensity, in caring for her “Internal Customers”—Southwest Airlines Employees. Colleen drew energy from delivering thousands of heartfelt notes, remembering birthdays, anniversaries, and life events, capitalizing on teaching moments, and never failing to recognize excellent performance or any act of kindness, heroism, or service that impressed her. This passion for Employees led Colleen to create a Team called Internal Customer Care, solely dedicated to these efforts. (Though the name has changed to Coheart Care, the original mission remains the same–to be in service to the now over 75,000 Employees of Southwest Airlines.)

Colleen’s rise at Southwest was quick and merited. Her valuable combination of exceptional administrative skills, an intuition for understanding people, and a heart for service led to her involvement and Leadership in almost every aspect of the business. She was a member of the Southwest Executive Planning Committee, chaired numerous task forces and committees, and led multiple Teams in service to Internal and External Southwest Customers. Colleen also became the first woman president in the airline industry when she assumed the role in 2001.

In the early 1990s, as Southwest was rapidly growing, Colleen had the vision to start the Companywide Culture Committee with the purpose of inspiring Employees to own, strengthen, and promote the Culture. The committee grew from its original 48 members to several hundred Employees serving on local Culture Committees in each city Southwest serves. In 2021, the initiative transitioned to what is now the Culture Ambassador Program. There currently are over 420 Culture Ambassadors voluntarily supporting more than 121 locations within the Southwest system, including 14 international destinations.

• the Senior Vice President Marketing (Marketing, Sales & Distribution; Online Marketing; Revenue Management & Pricing)
• the Senior Vice President Corporate Communications (Pass Bureau; Emergency Response; Public Relations & Community Affairs; Community Relations & Charitable Giving; Employee Communications; Legislative Awareness)
• the Senior Vice President Chief People & Administration Officer (People [Human Resources]; Leadership Development & Training; Manager in Training programs; University for People; Performance Reviews; Talent Development; Onboarding Program)
• the Vice President Customer Relations & Rapid Rewards
• the Vice President Labor & Employee Relations (Labor & Employment Law; Employee Relations; FMLA/ADA; Labor Relations & Negotiations)
• the Vice President Reservations; the Director Corporate Security

Colleen also co-authored with Ken Blanchard the book Lead with LUV: A Different Way to Create Success (2010).

Colleen served as a member of the Board of Directors from 2001 to May 2008 and as Corporate Secretary from March 1978 to May 2008. She served as Vice President Administration from 1986 to 1990, Executive Vice President Customers from 1990 to 2001, President and COO from 2001 to 2004, and President from 2004 to July 2008. Throughout her career she was active in numerous civic and charitable organizations, served on several business advisory boards and commissions and received dozens of awards and accolades.

Colleen left behind one son and one grandson, as well as friends too numerous to count. Her mark on the unique Culture of Southwest Airlines is indelible, and her influence is eternal. She is forever beloved by the Southwest Family.