Southwest, almost 29 years in the making, has changed the airline business forever. The small Texas based airline began service in 1971 between Dallas, Houston and San Antonio. "Rollin King and Herb Kelleher got together and decided to start a different kind of airline. They began with one simple notion: If you get your passengers to their destinations when they want to get there, on time, and at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline." Today Southwest has lived by this rule of smart, cheap, and fun for 29 years continuing to help Southwest grow and succeed in the relatively challenging airline business. Since 1971 Southwest has progressed with time and has become America's top rated airline in the industry.
Southwest served the cities of Texas until 1979 before it began service to other southwestern cities. After working out the kinks of all new businesses Southwest had its first profitable year in 1973. It was just two years since the unique company was born. In 1974 Southwest carried its millionth passenger and began to spend earnings to remodel Houston's Hobby Airport, building new terminals to help prepare for the future growth of Southwest Airlines. By 1976 Southwest was now serving nine Texas cities and using the slogan, "Disco music, mood rings, and black light posters fade away, but Southwest Airlines is here to stay." Southwest decides in 1977 to list stock on the New York Stock Exchange with the symbol "LUV." Southwest has always been associated with Love on their flights. Their hub is located in Dallas, Texas called Love Airfield. One may have also noticed the use of the heart in their logo. Continuing to fly with love, Southwest offers new programs and implements a frequent flyer program that rewards the number of flights rather than the number of miles. A program like this was the first of its kind.