Southwest Airlines expands distribution through new Expedia partnership

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Global Industry News

Southwest Airlines expands distribution through new Expedia partnership

Policy

Republic Airways | Wikimedia

By Sky Industry News

Mar 6, 2025

Southwest Airlines has added another ticket distribution channel by reaching an agreement with Expedia. In a statement on February 26, Expedia announced that starting “this week,” Southwest Airlines' flight network of 117 destinations in 11 countries, including the United States, Mexico, and the Caribbean, is now available on its site and its group brands.

This includes Expedia, Travelocity, Hotwire, Orbitz, and CheapTickets, enabling customers to book the airline’s flights on more platforms.

Greg Schulze, the chief commercial officer (CCO) of Expedia, said that Southwest Airlines is a beloved brand known for its customer-first service and operational excellence. Thus, the partnership perfectly aligns with Expedia’s mission to offer the most travel options and deliver exceptional value to its customers.

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In 2024, the airline also began distributing its itineraries on channels such as Google Flights, KAYAK, and Skyscanner.

Expedia pointed out that Southwest Airlines’ flights will gain additional visibility and reach while enabling the airline to leverage the online travel agent’s (OTA) advanced data analytics and artificial intelligence (AI) tools. “These tools help airlines efficiently reach more than 10 million average daily visitors across Expedia Group sites and deliver a seamless booking experience. ”

Tony Roach, executive vice president of Customer & Brand at Southwest Airlines said that they were pleased to have broadened their flight distribution with Expedia calling it a “cost-effective channel.” “Expedia provides a high-quality experience,” he added. “We look forward to partnering with them to introduce new travelers to our extensive network and Southwest hospitality. ”

Bob Jordan, president and chief executive officer (CEO) of Southwest Airlines noted during the company’s Investor Day in September 2024 that they have been working rapidly to implement tactical steps to improve financial and operational performance. “Examples include continual network optimization efforts to address underperforming markets... adding new metasearch partners like Google Flights... ”

Andrew Watterson chief operating officer (COO) detailed that such channels have given broader distribution in a low-cost fashion stating that customers coming through OTAs are heavily skewed towards travelers not seen before by the airline.

Accordingly this was just one marketing measure taken by Southwest aimed at reaching developing new customers since there’s been need backfill seats previously occupied business travelers Other measures include ‘Flex’ campaign growing Rapid Rewards membership base COO argued repeat purchase company perhaps more than any other carrier

During same Investor Day amidst proxy war activist investor Elliott Investment Management announced plan ‘Southwest Even Better’ Plan highlights end free-for- all seating start red-eye flying international partnerships first Icelandair premium interiors Boeing737 aircraft

During Q4 earnings call January30 Jordan remarked plan provides path financial prosperity already resulted benefits executive pleased momentum carrying into ###

Sky Industry News