Southwest Airlines unveils Southwest 2.0, marking its first major overhaul with assigned seating, legroom fees, and international partnerships, while maintaining free baggage.
CEO Robert Jordan emphasized the necessity of 'tweaking and enhancement' to meet financial expectations, despite claims that the airline's model is 'not broken'.
With a multi-year plan aiming for $1.5 billion in pre-tax earnings by 2027, Southwest is adjusting airfare tiers to incentivize upgrades among customers.
As challenges mount from declining profits and pressure from activist investors, Southwest executives are confident that evolving their strategy will deliver better financial results.
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