Southwest Airlines 2010 Annual Report Download - page 4

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2010 was a busy year for Southwest Airlines, and 2011 will undoubtedly prove
to be equally as challenging. But, our Employees have proven their ability to
successfully implement change. We remain among the top low-cost producers of
major airlines. We have affirmed our position as America’s Low-Fare Leader by not
nickel-and-diming our Customers through our successful Bags Fly Free and No
Change Fees campaigns. We hold the top ranking for Customer Satisfaction, as
measured by the U.S. DOT, and we were ranked fourth on Fortune’s 2011 list of the
World’s Most Admired Companies, easily the highest ranking commercial airline. Our
award-winning annual Southwest Airlines One Report™ continues to illustrate our
steadfast focus on a triple bottom line—our Performance, our People, and our Planet.
I am very proud of our People, as they truly are the best. They are the reason
Southwest Airlines continues to be recognized for outstanding Customer Service.
They are the reason we have been able to report consistent annual profitability for
38 consecutive years. They are why I am excited and confident about the future of
Southwest Airlines.
Gary C. Kelly
Chairman of the Board, President,
and Chief Executive Officer
March 24, 2011