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Bob Jordan

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Bob Jordan
Bob Jordan
NationalityAmerican
EducationTexas A&M University (BS, computer science; MBA)
OccupationAirline executive
CompanySouthwest Airlines
TitlePresident, Chief Executive Officer and Vice Chairman of the Board
SpouseKelly Jordan
Children2

Robert E. "Bob" Jordan is an American airline executive who has been chief executive officer of Southwest Airlines since February 1, 2022. He is also the company's president and the vice chairman of its board of directors. Jordan joined Southwest in 1988 as a programmer and held 15 different positions at the Dallas-based carrier before succeeding Gary C. Kelly as its sixth chief executive.[1][2]

Raised in Indiana, Jordan studied computer science and business at Texas A&M University and worked briefly for Hewlett-Packard before moving to Southwest. Over three decades he worked in accounting, procurement, technology, strategy and commercial roles. As executive vice president and chief commercial officer from 2011 to 2017 he led the company's acquisition of AirTran Airways and served as president of the AirTran subsidiary until the integration was completed in December 2014.[3]

Jordan's first year as chief executive ended with the December 2022 operational breakdown, in which Southwest cancelled more than 16,700 flights between December 21 and December 31, 2022. The U.S. Department of Transportation later assessed a $140 million civil penalty against the airline.[4][5] In 2024, with profits below the company's targets, the activist investor Elliott Investment Management sought to replace both Jordan and Executive Chairman Gary Kelly. The board kept Jordan, Kelly retired, and Elliott's nominees joined a reconstituted board.[6][7]

Jordan then oversaw the largest set of changes to Southwest's business model since its founding. The airline began charging most passengers for checked bags from May 2025, introduced a basic economy fare, and on January 27, 2026 ended the open-seating policy it had used for more than 50 years in favour of assigned and extra-legroom seating. In 2025 the company also made its first layoff of non-contract and management employees.[8] As of October 2026, he remains president and chief executive officer.[9]

Early life and education

Jordan was raised in Indiana. His family moved to Texas before he started college, and he enrolled at Texas A&M University, where he studied computer science. Neither he nor his future wife came from a family with ties to the university.[10] He was a member of the Class of 1985. While still an undergraduate he married Kelly, a Texas A&M student from the Class of 1986. The Texas A&M Foundation wrote that "their budget was tight" during those years.[11] The pair met through a college ministry group and married about a year later. Both took extra semesters to finish their degrees, and they had their first child while still living in College Station.[10]

Jordan earned a bachelor's degree in computer science and a Master of Business Administration, both at Texas A&M.[3][11]

Career

Hewlett-Packard (1987 to 1988)

After graduating, Jordan moved with his family to California and worked for Hewlett-Packard as a programmer and financial analyst. According to his Southwest proxy biography, he held the job from 1987 to 1988.[2][3] Within 18 months the family had returned to Texas, where Jordan took an entry-level programming job at Southwest Airlines.[10]

Southwest Airlines: finance, procurement and technology (1988 to 2006)

Jordan joined Southwest in 1988 as a programmer.[1] At the time the airline had about 7,000 employees. By 2019 it had more than 58,000, and Jordan said that "we do almost as much business in a week now as we did in a year back then."[10]

He spent most of his first two decades in finance and support functions. He was manager of sales accounting from 1990 to 1994, director of revenue accounting from 1994 to 1997, and controller from 1997 to 2001. He then became vice president of purchasing from 2001 to 2002, vice president of technology from 2002 to 2004, and senior vice president of enterprise spend management from August 2004 to September 2006.[1][12] A 2017 biography submitted to the U.S. House of Representatives said that in these roles he also had responsibility at various times for corporate facilities, fuel procurement and internal audit. It credited him with building a strategic procurement organization and with "a revitalization of the technology organization in conjunction with The Feld Group."[3] A Texas A&M Foundation profile said he managed Southwest's move to electronic ticketing.[10]

Strategy and planning (2006 to 2011)

Jordan became executive vice president of strategy and technology in September 2006 and executive vice president of strategy and planning in May 2008. He held the second post until September 2011.[1] The company says he set up Southwest's first strategic planning function and process. It also credits him with overseeing the development of the boarding process and of ancillary products including Early Bird Check-In, the Business Select fare category and Upgraded Boarding.[2][3]

Chief commercial officer and AirTran (2011 to 2017)

In September 2011 Jordan became executive vice president and chief commercial officer, a post he held until July 2017.[1] Southwest's 2026 proxy statement says he created the airline's first commercial organization, combining marketing, network planning and revenue management.[2] As chief commercial officer his remit covered marketing, revenue management, network planning, customer support and services, customer relations and the customer experience. He was also responsible for the Southwest brand, the Rapid Rewards loyalty programme, the southwest.com website, route and pricing strategy, and the company's revenue plan. He oversaw the multi-year replacement of Southwest's domestic reservations system.[3]

Jordan led Southwest's acquisition of AirTran Airways in 2011. He served as president of the AirTran subsidiary until the integration was completed in December 2014.[3] Southwest says the deal expanded its network in markets including Washington, D.C., gave it access to near-international leisure markets, and increased its domestic market share by 20 percent within a year.[2] In the same period he oversaw a new southwest.com e-commerce platform, a redesigned Rapid Rewards programme, the "Heart" brand refresh,[3] and the "Transfarency" advertising campaign about the airline's fare policies.[10]

Corporate services and the pandemic (2017 to 2021)

From July 2017 to June 2021 Jordan was executive vice president of corporate services.[1] In this role he oversaw technology, enterprise management, corporate strategy and innovation,[2] as well as the airline's external communications and internal culture work.[10] During the COVID-19 pandemic he led Southwest's voluntary retirement and leave programmes. The company says those programmes were critical to cutting costs and avoiding pay cuts as demand for air travel fell.[13] Gary Kelly later wrote that these efforts "allowed over ten thousand Employees to take voluntary leaves, critical to managing our cash burn during the crisis."[14]

Succession to chief executive (2021 to 2022)

On June 22, 2021, Southwest's board unanimously elected Jordan, then 60, to succeed Gary Kelly as chief executive officer from February 1, 2022. Kelly remained executive chairman, and Jordan was appointed to the board from the same date.[1] Between June 2021 and February 2022 Jordan held the title of executive vice president and incoming chief executive officer.[12] In its 2022 proxy statement, the board said it had nominated him as a director because he had been with the company for more than 30 years and because the range of his roles brought "strategic, financial, commercial, technologic, operational, supply chain, and cultural perspectives to the Board."[12]

Chief executive officer (2022 to present)

First year and the December 2022 disruption

Jordan became chief executive on February 1, 2022, while the airline was still affected by the pandemic. He later noted that the Omicron variant had hurt first-quarter 2022 results.[15] He was given the additional title of president in 2023.[2]

In late December 2022, after Winter Storm Elliott, Southwest suffered a wide-scale operational breakdown. It cancelled more than 16,700 flights between December 21 and December 31, 2022.[4][16] In its results release, the company said the disruption cost about $800 million before tax in the fourth quarter, or about $620 million after tax, and caused a quarterly net loss of $220 million. Jordan said: "With regard to the operational disruptions, I am deeply sorry for the impact to our Employees and Customers." He said the company had taken steps to strengthen its operational resilience, had commissioned a third-party review of the events, and was re-examining the priority of its planned technology investments.[15] In January 2023 the board formed an Operations Review Committee to oversee management's response and reduce the chance of a recurrence.[17][16]

According to the board, management published a winter-operations action plan in March 2023 and put key improvements in place in October 2023, before the following winter. The company said it completed 74 initiatives, including additional de-icing capacity, staffing and training changes, and better coordination between teams.[16] In his results statement for 2023, Jordan said the company had "restored our network, reached full utilization of our fleet" and had its best fourth-quarter completion factor in more than a decade. He also said that "we have not yet delivered on our financial targets."[18]

Labour agreements

Many of Southwest's union contracts were open when Jordan took over. By January 2024, Jordan said, the company had ratified nine agreements in just over a year, including a pilots' contract.[18] The last open labour contract was ratified in September 2024. At that point all 12 union-represented work groups, about 82 percent of employees, had new agreements.[19]

Elliott campaign and board overhaul (2024)

In 2024 Elliott Investment Management built a stake of more than 10 percent in Southwest, making it the second-largest shareholder. CBS News Texas reported that Elliott wanted to remove Kelly and Jordan and replace two-thirds of the board, and had put forward a slate of 10 director candidates.[6] On September 10, 2024, the board announced that six directors would leave in November and that Kelly would retire after the 2025 annual meeting. In the same announcement it said it was "confident that there is no better leader than Bob Jordan" to carry out the company's strategy.[20] In a letter to shareholders, Kelly called Jordan "a hands-on, detailed, and insightful thinker." He wrote that changing leaders during "Southwest's largest transformation to date is simply a risk that the Company and its Shareholders do not need and cannot afford."[14]

On October 24, 2024, Southwest announced a cooperation agreement with Elliott. Kelly brought his retirement forward to November 1, 2024, and six directors joined the board on that date: five under the agreement with Elliott, plus Pierre Breber, a former chief financial officer of Chevron. In exchange, Elliott withdrew its request for a special shareholder meeting and agreed to standstill and voting provisions. The board said the reconstituted board would choose an independent chair.[7][21] Kelly's departure left Jordan as the company's senior executive, with the board led by independent directors. Rakesh Gangwal chaired it first, and Douglas H. Brooks became independent chair on August 1, 2025.[2] In his 2025 letter to shareholders, Jordan wrote: "Our Board has a duty to challenge management to perform at its best and to hold management accountable to deliver. I welcome that oversight and focus."[19]

"Southwest. Even Better." transformation (2024 to 2026)

On July 25, 2024, Southwest announced that it would assign seats, offer premium extra-legroom seating, redesign its boarding model and start overnight "redeye" flights. Jordan called the seating change "a transformational change that cuts across almost all aspects of the Company." He said that although open seating had been part of Southwest since its start, the company's research made it clear "this is the right choice, at the right time, for our Customers, our People, and our Shareholders." The company cited research showing that 80 percent of its customers, and 86 percent of potential customers, preferred an assigned seat.[22]

At an investor day in Dallas on September 26, 2024, Jordan presented a three-year plan called "Southwest. Even Better." The company said it expected the plan to add about $4 billion in cumulative earnings before interest and taxes by 2027, with an after-tax return on invested capital of 15 percent or more. The board also approved a $2.5 billion share buyback.[23] Speaking about the pace of the seating change, Jordan said: "When you have 800 aircraft to retrofit, we have technology work to do. I think it's moving very quickly. At the same time, there's a lot of risk if you do this poorly."[6]

The investor day plan kept the airline's free checked-bag policy. The company said its research showed that charging for bags "would drive down demand and far outweigh any revenue gains."[23] CBS News Texas reported Southwest's estimate that bag fees could bring in up to $1.5 billion a year but cost $1.8 billion in lost market share. It quoted Jordan as saying: "Our customers put very high value on bags fly free. It's very well known, and the revenue trade wasn't positive either."[6] Southwest reversed that position about six months later (see below).

Under Jordan the transformation also included redeye flying from February 13, 2025,[24] sales through online travel agencies such as Expedia and Priceline, and an amended co-brand credit card agreement with Chase. Southwest also launched Getaways by Southwest, its own vacation-package product, and signed partnerships with foreign airlines, starting with Icelandair. The company discontinued its fuel hedging programme in 2025.[8] Assigned and extra-legroom seating went into operation on January 27, 2026.[8][25] In his 2026 letter to shareholders, Jordan described assigned seating as "one of the most significant initiatives ever undertaken by the Company." He said it had required fleet-wide cabin retrofits, new technology, redesigned procedures and extensive employee training.[2]

By April 2026 the company described its transformational plan as "now fully implemented."[25] In October 2026 Jordan said that "with the transformation complete, our efforts have shifted to optimizing the business." Southwest announced plans for its first airport lounges, under the name Southwest Icon Lounge, with the first guests expected in 2027. It also scheduled a capital markets day in New York City for March 2, 2027.[9]

Leadership and management style

Jordan has often talked about Southwest's internal culture. In a 2019 interview with the Texas A&M Foundation, he said: "We refuse to define the culture. If you're here, you know what it feels like, but it's very hard to describe." He described living the "Southwest Way" as involving "three things: having a servant's heart, a fun-loving attitude and a warrior spirit."[10]

In the same profile, his wife, Kelly, said he "writes a lot of handwritten notes telling people they did a great job in a meeting or that their presentation was spot-on." She also recalled that he had personally congratulated an employee who had earned a master's degree at night school.[10] Jordan has spoken about work-life balance and the example a manager sets: "I absolutely love Southwest, but it doesn't define my life. Whether you know it or not, as a leader, people are always watching the way you behave. If the example you set for others is working from 6 a.m. to 8 p.m. every day, they start doing that to their own teams." He added that "you're a better person, leader and example to those around you if you can practice balance."[10]

As chief executive, Jordan has made decisions that broke with long-standing Southwest practice. When announcing the February 2025 job cuts, he said: "This decision is unprecedented in our 53-year history, and change requires that we make difficult decisions." He added that he had "arrived at this decision thoughtfully and carefully, knowing how hard it will be to say goodbye to colleagues."[26] His public statements after the December 2022 disruption included an apology to employees and customers, together with a commitment to an outside review and a reordering of technology spending.[15]

Major deals and strategic decisions

  • AirTran Airways (2011 to 2014): As chief commercial officer, Jordan led Southwest's acquisition of AirTran Airways and then served as president of AirTran until the integration was completed in December 2014.[3]
  • Assigned and premium seating (announced July 2024, launched January 2026): Southwest ended open seating, which it had used for more than 50 years, and set aside about one-third of seats for extended legroom.[22][25]
  • Share repurchases: The board approved a $2.5 billion buyback in September 2024.[23] In January 2025 the company announced a $750 million accelerated share repurchase as part of that authorisation.[27] In 2025 Southwest repurchased $2.6 billion of shares, about 14 percent of shares outstanding, and returned a total of $2.9 billion to shareholders.[8]
  • Corporate workforce reduction (February 2025): On February 17, 2025, Southwest announced it would cut about 1,750 roles, about 15 percent of corporate positions. The cuts included 11 senior leadership posts at vice president level and above. The company estimated savings of about $210 million in 2025 and $300 million in 2026.[26] It later reported a one-time cost of $62 million and actual 2025 savings of about $230 million. It described the cuts as the company's first layoff of non-contract and management employees.[5][8]
  • Checked-bag fees and fare changes (March 2025): On March 11, 2025, Southwest said it would charge for first and second checked bags on flights booked on or after May 28, 2025. Free bags remained for some Rapid Rewards elite members, Business Select passengers and credit card holders. The company also introduced a Basic fare and set expiry dates for flight credits.[24] Jordan said the changes would help the airline "attract new Customer segments we don't compete for today, and return to the levels of profitability that both we and our Shareholders expect."[24] The decision reversed the position the company had set out at its investor day six months earlier.[23]
  • Airline partnerships: By October 2026 Southwest had 11 airline partners, including Icelandair, EVA Air, China Airlines, Philippine Airlines, Condor, Turkish Airlines, All Nippon Airways, Air Premia, TAP Air Portugal and LOT Polish Airlines.[8][25][9]

Financial and market performance

Southwest's results under Jordan, as reported by the company:

Year Operating revenues Net income Notes
2022 $23.8 billion $539 million Fourth-quarter net loss of $220 million after the December disruption[15]
2023 $26.1 billion $498 million Record revenues; fourth-quarter net loss of $219 million[18]
2024 $27.5 billion $465 million Elliott campaign; transformation plan announced[27]
2025 $28.1 billion $441 million Bag fees, layoffs and seating conversion carried out[8]

In the first quarter of 2026, Southwest reported net income of $227 million, compared with a net loss of $149 million a year earlier. Operating revenues rose 12.8 percent to $7.2 billion. The company said about 60 percent of customers upgraded from the base fare product, compared with about 20 percent in 2025.[25] Second-quarter 2026 net income was $233 million on record operating revenues of $8.4 billion. The company said fuel costs were up by $889 million year on year.[28] Third-quarter 2026 net income was $270 million on operating revenues of $8.4 billion, up 21.2 percent. In October 2026 the company forecast full-year adjusted earnings per share of $2.60 to $2.85.[9] That was below the January 2026 guidance of at least $4.00, which the company had issued before fuel prices rose.[8][9]

Southwest had 66,656 active full-time-equivalent employees at the end of 2022 and 72,790 at the end of 2025.[29][5] When the investor day plan was announced on September 26, 2024, the shares rose as much as 8 percent and closed about 5 percent higher.[6] The board chair's letter in the 2026 proxy statement said Southwest delivered a total shareholder return of roughly 25 percent in 2025.[2]

Compensation

Jordan's total reported compensation was $5.33 million in 2022, $9.31 million in 2023, $10.56 million in 2024 and $16.59 million in 2025. The 2025 total included $13.08 million in stock awards and a base salary of $844,792.[19][2] In August 2026 the board's independent directors raised his base salary to $1,225,000, effective August 15, 2026, and set his long-term incentive target at 1,200 percent of base salary. The compensation committee said it had decided to align executive pay more closely with American Airlines Group, Delta Air Lines and United Airlines Holdings. It cited "the success of the Company's transformation" and "external recruiting activity involving members of the Company's senior leadership team."[30]

Board memberships and outside roles

  • The Container Store Group: Jordan was a director from 2013 to 2023, chaired the audit committee from 2013 to 2023, and was chairperson of the board from 2021 to 2023.[2] In 2017 he also sat on its culture and compensation committee.[3]
  • Southwest Airlines: Jordan has been a director since February 1, 2022, and is vice chairman of the board.[1][2]
  • Airlines for America: board of directors.[2]
  • Airlink: Governors Council.[2]
  • Southwestern Medical Foundation: board member.[13]
  • Texas A&M University: member of the Engineering Advisory Council.[13] In 2019 he was serving on the board of directors of The Association of Former Students.[10]

Controversies

December 2022 operational disruption

The December 2022 breakdown was the largest operational crisis of Jordan's tenure. Southwest cancelled more than 16,700 flights from December 21 to December 31, 2022, and initially estimated the pre-tax cost at $725 million to $825 million.[4] The company said in its annual report that the disruption had led to inquiries and investigations by government agencies and could lead to litigation from customers and shareholders.[5] In December 2023 the U.S. Department of Transportation issued an order assessing a $140 million civil penalty on Southwest. In December 2025 the department amended the order: it waived the final cash instalment due on January 31, 2026 and gave the company an $11 million credit, citing significant improvements in on-time performance and completion factor.[5]

Activist challenge

In 2024 Elliott Investment Management targeted Southwest over its share price performance since early 2021. It sought to remove Jordan and Kelly and to replace most of the board.[6] The dispute ended with the October 2024 cooperation agreement, under which Jordan stayed on as chief executive and Kelly and six other directors left the board.[7]

Reversal on checked bags

Southwest's decision in March 2025 to charge most passengers for checked bags reversed a policy that Jordan and the company had defended publicly in September 2024. At that time Jordan had said that customers put "very high value on bags fly free" and that "the revenue trade wasn't positive."[6][23][24]

Job cuts

The February 2025 reduction of about 1,750 corporate roles was the first layoff of its kind in Southwest's history. Jordan called it "unprecedented in our 53-year history."[26][8]

Personal life

Jordan met his wife, Kelly, through a college ministry group at Texas A&M. Kelly's father was a fighter pilot in the United States Air Force, and her family moved frequently during her childhood.[10] As of 2017 the couple lived in Flower Mound, Texas, and had two grown children.[3] Southwest's leadership biography says they also have two grandsons.[13] The Jordans attend Texas A&M home football games, and the Texas A&M Foundation reported that their family tailgate included 11 family members from the Classes of 1981 to 2015. It also reported that Jordan bought each of his children a piece of turf from the old Kyle Field.[11] In 2017 the couple's charitable and civic involvement included Cross Timbers Community Church, Compassion International and the Metropolitan Opera.[3]

Philanthropy

The Jordans have made a number of gifts to Texas A&M University. According to the Texas A&M Foundation, they have funded Aggie Ring scholarships for student veterans and endowed scholarships for business honours students and for members of the Corps of Cadets. They have also endowed a President's Endowed Scholarship in honour of Kelly Jordan's late father and a professorship at the Mays Business School. In 2019 they made a lead gift toward the renovation of Aggie Park, formerly Spence Park, next to Kyle Field.[10] The couple are members of the A&M Legacy Society and The Association of Former Students' Endowed Century Club.[11]

See also

References

  1. ↑ 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 "Form 8-K: Southwest Airlines Co.". U.S. Securities and Exchange Commission. June 24, 2021. Retrieved November 12, 2026.
  2. ↑ 2.00 2.01 2.02 2.03 2.04 2.05 2.06 2.07 2.08 2.09 2.10 2.11 2.12 2.13 2.14 "Southwest Airlines 2026 Proxy Statement (Schedule 14A)". U.S. Securities and Exchange Commission. March 27, 2026. Retrieved November 12, 2026.
  3. ↑ 3.00 3.01 3.02 3.03 3.04 3.05 3.06 3.07 3.08 3.09 3.10 3.11 "Robert E. Jordan Biography". U.S. House of Representatives Committee on Transportation and Infrastructure. May 2, 2017. Retrieved November 12, 2026.
  4. ↑ 4.0 4.1 4.2 "Form 8-K: Southwest Airlines Co.". U.S. Securities and Exchange Commission. January 6, 2023. Retrieved November 12, 2026.
  5. ↑ 5.0 5.1 5.2 5.3 5.4 "Southwest Airlines Co. Annual Report on Form 10-K for the fiscal year ended December 31, 2025". U.S. Securities and Exchange Commission. February 5, 2026. Retrieved November 12, 2026.
  6. ↑ 6.0 6.1 6.2 6.3 6.4 6.5 6.6 "Southwest Airlines keeping free checked bags policy amid major changes". CBS News Texas. March 11, 2025. Retrieved November 12, 2026.
  7. ↑ 7.0 7.1 7.2 "Southwest Airlines Announces Appointment of Six New Independent Directors". U.S. Securities and Exchange Commission. October 24, 2024. Retrieved November 12, 2026.
  8. ↑ 8.0 8.1 8.2 8.3 8.4 8.5 8.6 8.7 8.8 "Southwest Airlines Reports Fourth Quarter and Full Year 2025 Results". U.S. Securities and Exchange Commission. January 28, 2026. Retrieved November 12, 2026.
  9. ↑ 9.0 9.1 9.2 9.3 9.4 "Southwest Airlines Reports Third Quarter 2026 Results; Record Revenue Performance Drives Year-over-Year Margin Expansion". U.S. Securities and Exchange Commission. October 21, 2026. Retrieved November 12, 2026.
  10. ↑ 10.00 10.01 10.02 10.03 10.04 10.05 10.06 10.07 10.08 10.09 10.10 10.11 10.12 Payne, Bailey."Eyes on the Skies". Spirit. Texas A&M Foundation. Fall 2019. Retrieved November 12, 2026.
  11. ↑ 11.0 11.1 11.2 11.3 "Bob Jordan '85". Texas A&M Foundation. November 19, 2015. Retrieved November 12, 2026.
  12. ↑ 12.0 12.1 12.2 "Southwest Airlines 2022 Proxy Statement (Schedule 14A)". U.S. Securities and Exchange Commission. April 8, 2022. Retrieved November 12, 2026.
  13. ↑ 13.0 13.1 13.2 13.3 "Leadership Team". Southwest Airlines Co.. Retrieved November 12, 2026.
  14. ↑ 14.0 14.1 "Letter to Southwest Shareholders from Gary C. Kelly, Executive Chairman". U.S. Securities and Exchange Commission. September 10, 2024. Retrieved November 12, 2026.
  15. ↑ 15.0 15.1 15.2 15.3 "Southwest Airlines Reports Fourth Quarter and Full Year 2022 Results". U.S. Securities and Exchange Commission. January 26, 2023. Retrieved November 12, 2026.
  16. ↑ 16.0 16.1 16.2 "Southwest Airlines 2024 Proxy Statement (Schedule 14A)". U.S. Securities and Exchange Commission. April 5, 2024. Retrieved November 12, 2026.
  17. ↑ "Southwest Airlines 2023 Proxy Statement (Schedule 14A)". U.S. Securities and Exchange Commission. April 6, 2023. Retrieved November 12, 2026.
  18. ↑ 18.0 18.1 18.2 "Southwest Airlines Reports Fourth Quarter and Full Year 2023 Results". U.S. Securities and Exchange Commission. January 25, 2024. Retrieved November 12, 2026.
  19. ↑ 19.0 19.1 19.2 "Southwest Airlines 2025 Proxy Statement (Schedule 14A)". U.S. Securities and Exchange Commission. April 4, 2025. Retrieved November 12, 2026.
  20. ↑ "Southwest Airlines Announces Next Phase of Comprehensive Board Refreshment". U.S. Securities and Exchange Commission. September 10, 2024. Retrieved November 12, 2026.
  21. ↑ "Form 8-K: Southwest Airlines Co.". U.S. Securities and Exchange Commission. October 24, 2024. Retrieved November 12, 2026.
  22. ↑ 22.0 22.1 "Southwest Airlines Launches Enhancements to Transform Customer Experience and Improve Financial Performance". U.S. Securities and Exchange Commission. July 25, 2024. Retrieved November 12, 2026.
  23. ↑ 23.0 23.1 23.2 23.3 23.4 "Southwest Airlines Unveils Its "Southwest. Even Better." Transformational Plan at Investor Day". U.S. Securities and Exchange Commission. September 26, 2024. Retrieved November 12, 2026.
  24. ↑ 24.0 24.1 24.2 24.3 "Southwest Airlines Outlines Changes to Drive Revenue Growth and Reward Its Most Loyal Customers". U.S. Securities and Exchange Commission. March 11, 2025. Retrieved November 12, 2026.
  25. ↑ 25.0 25.1 25.2 25.3 25.4 "Southwest Airlines Reports First Quarter Results, Business Transformation Initiatives Deliver Meaningful Margin Expansion". U.S. Securities and Exchange Commission. April 22, 2026. Retrieved November 12, 2026.
  26. ↑ 26.0 26.1 26.2 "Southwest Airlines Announces Reduction in Corporate Overhead Workforce". U.S. Securities and Exchange Commission. February 17, 2025. Retrieved November 12, 2026.
  27. ↑ 27.0 27.1 "Southwest Airlines Reports Fourth Quarter and Full Year 2024 Results". U.S. Securities and Exchange Commission. January 30, 2025. Retrieved November 12, 2026.
  28. ↑ "Southwest Airlines Reports Second Quarter 2026 Results; Earnings Power on Full Display". U.S. Securities and Exchange Commission. July 22, 2026. Retrieved November 12, 2026.
  29. ↑ "Southwest Airlines Co. Annual Report on Form 10-K for the fiscal year ended December 31, 2022". U.S. Securities and Exchange Commission. February 7, 2023. Retrieved November 12, 2026.
  30. ↑ "Form 8-K: Southwest Airlines Co.". U.S. Securities and Exchange Commission. August 7, 2026. Retrieved November 12, 2026.
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