Our Culture is often imitated, and never duplicated. Every Employee is responsible for promoting and preserving our Culture. We also have a Culture Services Department that is charged with championing a Culture through which every Employee knows he or she matters.

Our Culture is woven into all aspects of our business and our Employees’ lives, from the way Employees treat each other to the way that our Company puts our Employees first. Three vital elements of our Culture are appreciation, recognition, and celebration.

In order to promote and foster a fun and healthy work environment, we work to appreciate every Employee through Local and Companywide Culture Committees.

Employees take time to recognize each other in formal and informal ways, including internal awards and programs, such as the Winning Spirit Award. We have several prestigious Company awards that Employees can be nominated to receive, like the President’s Award, and we recognize Company service through milestone anniversary celebrations.

Celebrating is something Southwest® is known for—our Company history is full of fun and creative events, and our Employees enjoy annual Companywide celebrations such as Spirit Parties, Chili Cook-offs, and the Southwest Rallies. On top of the Company-sponsored events, our Employees enjoy participating in locally-hosted celebrations and recognition for life events and milestones.

Purpose and Vision

  • Our Purpose

    Connect People to what’s important in their lives through friendly, reliable, low-cost air travel.

  • Our Vision

    To become the World's Most Loved, Most Flown, and Most Profitable Airline.

  • Our Mission

    The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

  • To our Employees

    We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.

Values

Live the Southwest Way

Warrior Spirit

  • Strive to be the best
  • Display a sense of urgency
  • Never give up

Servant’s ​​​​​​Heart

  • Follow The Golden Rule
  • Treat others with respect
  • Embrace our Southwest Family

Fun-LUVing Attitude

  • Be a passionate Team Player
  • Don’t take yourself too seriously
  • Celebrate successes

Work the Southwest Way

Work Safely

  • Follow standard operating procedures
  • Identify and report hazards
  • Respect and comply with regulations

Wow Our Customers

  • Deliver world-class Hospitality
  • Create memorable connections
  • Be famous for friendly service

Keep Costs Low

  • Show up and work hard
  • Protect our ProfitSharing
  • Find a better way

Southwest Citizenship

At Southwest Airlines, it’s always been about Heart. It’s about connecting People and championing communities, because distance shouldn’t keep us from being neighbors. Whether in the air or on the ground, we believe community is more than a place–it’s at the Heart of what brings us together.

Learn more about Southwest Citizenship. To read more about how Southwest is doing its part to be a good citizen, read our One Report™.

Culture in action

Bringing relief to San Juan, Puerto
​​​​​​​Rico on Southwest Airlines.
Southwest Airlines summer camper turns into Employee. 
Southwest Employees discuss their love for the job.
Little girl asks if women work on the
Ramp. Southwest Airlines shows her the answer.
An original Rosie the Riveter on Southwest Airlines. 
Two Southwest Airlines Pilots: Teammates Then and Now.

Companywide Culture Committee:

The Companywide Culture Committee (CWCC) is a dedicated group of Southwest Frontline and HDQ Employees who are passionate about serving others. They are selected from all across the Company to recognize, celebrate, and appreciate all of our Employees across Southwest.

“No Company can survive long, much less be great, without great People and strong Culture.” Gary Kelly