Southwest Airlines

Last week I flew on Southwest Airlines for a business trip, and I have to say that I was a bit surprised. We all know what the industry is going through -- costs being added for every single service, disgruntled employees, horrible profit margins, delays, and the list goes on and on.

I was a bit surprised by the attitude on Southwest Airlines. It was pretty darn good. The flight attendants were happy, making jokes, helping people with their luggage, serving drinks and snacks -- it was like the good 'ole days. I actually enjoyed the flight.

I shouldn't have been surprised because I actually wrote about the brand in my book. The airline is known for giving a great experience, but I guess I assumed that in this economy that it may have all faded. I was wrong -- the experience was surprisingly good.

Especially the boarding process. No seat assignments, just a pecking order. When the flight was ready to board, we simply stood next to the post that matched the number on our boarding pass and we got on the plane in order. No hassle, no crowding, no standing in line. We simply got on the plane and chose the seat we wanted. In a nice orderly fashion. For a minute I thought we were all human again.

So just when I thought branding and marketing didn't apply to this industry anymore, I guess I rediscovered Southwest Airlines. So I'm going to do what any good consumer would do, keep on choosing them again and again. They had me at hello.

What's your experience? Jim.