Southwest Airlines Positions Itself as a Different Class of Airline by Having the Most Generous Frequent Flyer Program of All Major Carriers

Southwest Airlines is the nation's leading, and largest, low fare airlines. Southwest Airlines positions itself as a different class of airline by having the most generous frequent flyer program of all major carriers. Southwest Airlines marketing campaign emphasizes the company's role in keeping fare prices down and its quality of service. This strategy is already being imitated by other airlines, such as Continental, United and Delta, which have been forced to bring their prices down for fear of having their market share grabbed by Southwest. …