Southwest logo Southwest Net Promoter Score 2023 Benchmarks

Last known Net Promoter Score is


Southwest Airlines Co. is a major U.S. airline, the world's largest low-cost carrier, headquartered in Dallas, Texas.

The airline was established in 1967 by Herb Kelleher as Air Southwest and then adopted its current name, Southwest Airlines, in 1971 when it began operating as an intrastate airline wholly within the state of Texas. The airline has more than 53,000 employees as of October 2016 and operates more than 3,900 departures a day during peak travel season. As of 2014, it carried the most domestic passengers of any U.S. airline. As of December 2016, Southwest Airlines had scheduled services to 101 destinations in the United States and eight additional countries. Service to both Grand Cayman and Cincinnati begins June 4, 2017.

Southwest Airlines has only operated Boeing 737 jetliner models, except for the period from 1979 to 1987 when it leased several Boeing 727-200s from Braniff International Airways. As of January 2016, Southwest is the largest operator of the Boeing 737 worldwide, with over 700 in service, each averaging six flights per day. With the exception of the original -100 variant, and the Next Generation -600 and -900 variants, Southwest has operated every variant of the Boeing 737.

Quick facts about Southwest

Key people Gary C. Kelly (Chairman and CEO) Tom Nealon (President) Mike Van de Ven (Chief Operating Officer) Colleen Barrett (President Emeritus) Herb Kelleher (Co-Founder, Former CEO, Chairman Emeritus) Rollin King (Co-Founder, Former Executive)
Operating bases Atlanta Baltimore Chicago–Midway Dallas–Love Denver Houston–Hobby Las Vegas Oakland Orlando Phoenix–Sky Harbor
Traded as NYSE: LUV DJTA Component S&P 500 Component
Company slogan "Low fares. Nothing to hide"

Net Promoter Score for Top Brands compared with Southwest

NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.

It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.

The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.

Learn more about NPS

Yes, it is.

Net Promoter Score is a number from -100 from 100.

Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.

The industry average for Travel and Hospitality / Airlines is 43.

Browse NPS benchmarks survey demo

How to understand the NPS benchmarks

The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.

Consider an example: If Southwest sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.

On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.

Therefore, comparing the NPS score of Southwest with your own without any further context is not that useful.

What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where comes in.

Learn more

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  • when they placed their order
  • what number of orders they made?

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Travel and Hospitality / Airlines companies with similar Net Promoter Score

Company Score
Southwest 62
JetBlue 68
Air Malta 54
Delta air lines 38
US Airways -8

Other companies with Net Promoter Score similar to Southwest

Net Promoter Score benchmark sources

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