Like many, I travel often for business. While airline travel is not typically easy, Southwest Airlines always impresses me as being one of the best carriers in business today. Every time I fly with them, I am amazed by how pleasant everyone is and how the staff makes you feel like a welcomed guest. Even Southwest's change policies and baggage fees are improvements on the industry norms; if you need to rebook a flight, you don't have to pay a hefty change fee in addition to any difference in the ticket price. Since plans always seem to change at the very last minute, Southwest has created a superior mobile app and website to ensure that their customers can quickly and easily make travel adjustments. 

Southwest has also created a unique brand identity.  Next time you are in an airport, look at what makes the airline so instantly recognizable.  One significant element: their logo and colors are different from any other airline.  Whether parked at the gate or 10,000 feet in the air, their planes are highly distinctive.  Even the employee uniforms stand out from the rest.

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