The Colleen C. Barrett Institute for Cultural Excellence & Customer Service

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A Culture of Hospitality

Throughout our 50-year history, Southwest Airlines® has become synonymous with best-in-class Customer Service and Hospitality. We are defined by how we treat our Customers and our Cohearts, and it’s what differentiates us from the rest of the airline industry.

We want every Southwest Customer to feel welcomed, cared for, and appreciated throughout their travel journey. Our Employees are experts at doing just that—by connecting with Customers and tailoring the experience to each individual Customer’s expectations. It’s an intentional practice that can cultivate lifelong Southwest fans who remember that one time a Customer Relations Representative spent extra time on the phone with them to resolve an issue, or that time a Flight Attendant helped a mother traveling alone by walking their baby up and down the aisle of the plane.

How we deliver Hospitality evolves over time—we have to take into account the current environment and its effect on Customers. Right now, we’re navigating the COVID-19 pandemic, which has meant providing Hospitality behind masks, welcoming back Customers who haven’t flown in a year, and welcoming first-time Customers who may not be as familiar with travel protocols. Through it all, our Southwest People remain the same. We intentionally seek out ways to be advocates for our Customers and to create meaningful connections, all while empowering our people to customize how they deliver Hospitality based on a Customer’s particular situation.

These principles ring true within our walls as well—they can be seen when our Flight Crews grab food for one another while on the ground,  when an Operations Agent takes a moment to ask a Flight Attendant how they’re doing in between flights, or how our Employees take the time to recognize each other for acts of kindness or lending a helping hand.

I’m impressed every day by our Employees and the lengths they go to serve our Customers and each other. And I hope you’ll join us to hear more—about Southwest and some of the other most loved brands—in our upcoming webinar. Please join me as we share what it takes to have A Culture of Hospitality.


Steve Goldberg

Steve Goldberg

Senior Vice President – Operations and Hospitality

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