Southwest Airlines is reassessing its low-cost model, exploring airport lounges, premium seating, and long-haul international flights to meet evolving customer demands. 

"We're not ruling anything out for 2025 or 2030," CEO Bob Jordan said Wednesday. "We'll adapt the Southwest way, but we're losing customers to competitors offering lounges, premium cabins, and global routes."Such changes would mark a significant shift from Southwest's traditional focus on simplicity, low fares, and efficiency.  

Rivals like American, Delta, and United have long prioritized premium travelers with luxury cabins and expansive international networks. Jordan stressed that Southwest can modernize while preserving its identity. "We want to send fewer customers to other airlines," he said.He highlighted Nashville, a key Southwest hub, where customers increasingly seek lounges, first-class options, and flights to Europe—needs currently met by competitors.  

Southwest's all-Boeing 737 fleet, including 737-700, 737-800, and 737 MAX 8 models, may need diversification to support long-haul routes.This strategic pivot aims to retain customers and capture new markets without compromising Southwest's core values, as the airline responds to shifting traveler expectations in a competitive industry.