Southwest Airlines Defies Industry Trend: Soaring Amid Airline Customer Service Decline

Southwest Airlines Soars Amid Falling Airline Customer Service Scores As I stepped off the plane at Dallas Love Field, I couldn't help but notice the bright smile of a Southwest Airlines flight attendant. She greeted me with a warm "Welcome aboard!" and handed me a refreshing glass of lemonade. It was a small gesture, but it spoke volumes about the airline's commitment to customer service. Little did I know that this encounter was more than just a pleasant surprise – it was a testament to Southwest's remarkable turnaround in the airline industry. After years of operational struggles, the Dallas-based carrier has reclaimed its throne as the best-performing U.S. carrier, topping the 2025 Airline Quality Rating (AQR) with flying colors. The AQR, now in its 34th year, uses government data to rank airlines on what matters most to passengers: on-time arrivals, baggage handling, complaints filed with the Department of Transportation, and mishandled bags. And Southwest's impressive performance is all the more remarkable considering the industry-wide decline in customer service scores. "Southwest is the only airline that improved every measure, every year from 2022 to 2024," says Andrea Irish, an assistant professor at Embry-Riddle Aeronautical University's Prescott campus and author of the annual report. "They earned the number one rank by actually getting better at everything." But what sets Southwest apart from its competitors? According to industry insiders, it's a combination of old-school values and innovative thinking. "Southwest has always been about providing a unique customer experience," says Kevin Krone, Vice President of Marketing for Southwest Airlines. "We focus on the little things – like offering free checked bags and in-flight entertainment – that make flying more enjoyable." Meanwhile, former industry darling Delta Air Lines is struggling to regain its footing after plummeting from first place in 2022 to seventh in 2024 – the biggest drop of any major airline. "Delta's decline is a cautionary tale about the dangers of complacency," says Irish. "When airlines get too comfortable, they start to lose sight of what matters most: customer satisfaction." As I reflect on my own flying experiences, I'm reminded that Southwest's success is not just about numbers – it's about people. From the friendly flight attendants to the efficient check-in process, every interaction with the airline is designed to make passengers feel valued and appreciated. So what can we learn from Southwest's remarkable turnaround? For one, it highlights the importance of staying true to your core values in a rapidly changing industry. "Southwest has always been about providing a unique customer experience," says Krone. "We're not just an airline – we're a community." As I boarded my flight back home, I felt grateful for the Southwest Airlines experience. It's a reminder that even in an era of declining customer service scores, there are still airlines committed to putting people first. The Implications Southwest's success has far-reaching implications for the airline industry as a whole. As passengers become increasingly discerning about their flying experiences, airlines must adapt to meet their evolving needs. By prioritizing customer satisfaction and investing in innovative technologies, Southwest is setting a new standard for excellence in the skies. But what does this mean for consumers? For one, it means that there are still airlines committed to providing top-notch service – even if they don't always get it right. It also highlights the importance of doing your research before booking a flight, whether it's checking airline ratings or reading reviews from fellow travelers. As I settled into my seat and prepared for takeoff, I couldn't help but feel a sense of optimism about the future of air travel. With airlines like Southwest leading the way, there's hope that even in an era of declining customer service scores, we can still expect to soar to new heights – literally and figuratively. The Bottom Line Southwest Airlines' remarkable turnaround is a testament to the power of innovation and commitment to customer satisfaction. As the airline industry continues to evolve, it's clear that there are still airlines willing to put people first. Whether you're a seasoned traveler or just starting out, Southwest's success is a reminder that even in the most challenging times, there's always room for improvement – and a chance to soar to new heights. *Based on reporting by Forbes.*