Which airline's culture emphasizes "The Southwest Way"?

The airline whose culture emphasizes “The Southwest Way” is Southwest Airlines.

“The Southwest Way” is Southwest’s umbrella for the promises and values intended to guide employee behavior and business decisions. Its employee promise highlights a “Warrior Spirit,” a “Servant’s Heart,” and a “Fun-LUVing Attitude”—language that connects workplace culture with the airline’s customer-service identity.

The culture grew from Southwest’s origins as a low-cost Texas airline. Founded in 1967 and launched in 1971, the company became closely associated with co-founder Herb Kelleher’s informal leadership style, employee engagement, humor, and emphasis on hospitality. Those traits helped distinguish Southwest from more traditionally formal airline brands.

A common mix-up is treating “The Southwest Way” as just a slogan or loyalty-program name. It is broader: Southwest presents it as a framework encompassing its company promise, employee promise, and values. The airline’s current values include Pride, Teamwork, Efficiency, Integrity, Honesty, Discipline, Humility, Service with LUV, and Excellence.