Southwest Is America’s Favorite ‘Value Airline’ Brand

By Aarthi Swaminathan | Yahoo Finance |

Southwest Airlines (LUV) is America’s favorite “value airline” brand, according to a Harris Poll survey of more than 77,000 U.S. consumers over the age of 15.

Based on consumers’ perception of 3,015 brands in a variety of categories that have significant operations in the U.S., The Harris Poll EquiTrend study looked at how they impact consumers using three variables — familiarity, quality, and consideration.

Southwest has been “brand of the year” in the “value airline” category since the award was introduced in 2011. Meanwhile, Hawaiian Airlines has been the “full service brand of the year” since that category was introduced in 2012.

Southwest Airlines

The Dallas-based carrier has commanded a solid lead in the category over time and remains the brand of the year in the value airlines category by a large margin for 2018.

Southwest recently expanded its offerings westward with a new route to Hawaii. The company also announced late last month that it planned to add 15 more daily departuresfrom Dallas, bringing nonstop flights to seven new cities.

But the company saw revenues dip with a drop in bookings after a fatal accident in April, when a plane’s engine failed and a passenger was partially sucked out of a window.

The company is known for its unique open-seating policy, which aims to streamline the boarding process but can annoy some flyers. The company also got negative press last year when video emerged of a woman being dragged off a plane.

Read more at Yahoo Finance.