Southwest Airlines Tops Customer Satisfaction Surveys in 2025

The low-cost carrier earned high marks for service, value, and overall passenger experience.

Apr. 5, 2026 at 1:45pm

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Southwest Airlines, the popular U.S. low-cost carrier, ranked highest in customer satisfaction in two major industry surveys conducted in 2025. The airline topped the American Customer Satisfaction Index (ACSI) Travel Study and the J.D. Power North America Airline Satisfaction Study, earning top scores for factors like mobile app quality, ease of check-in, loyalty programs, cabin cleanliness, and timeliness of arrivals.

Why it matters

Southwest's consistent performance in customer satisfaction surveys underscores the airline's ability to adapt to evolving passenger needs and maintain its reputation for excellent service, even as a low-cost carrier. This achievement is particularly notable given the challenges facing the aviation industry in recent years.

The details

In the ACSI study, Southwest scored 80 out of 100, beating out last year's champion, Alaska Airlines. The annual survey evaluated eight major carriers on 21 different benchmarks. Southwest's move to an assigned seating model for flights in 2026 may have contributed to its positive perception among flyers. In the J.D. Power study, Southwest ranked highest in the economy/basic economy segment, scoring 694 out of 1,000 points and surpassing JetBlue Airways.

  • The ACSI Travel Study 2025 was published in April 2026.
  • The J.D. Power North America Airline Satisfaction Study was released in May 2026.
  • The data for both studies was collected between April 2024 and March 2025.

The players

Southwest Airlines

A popular U.S. low-cost carrier based in Dallas, Texas, that has built a reputation for providing an exceptional customer experience.

Bob Jordan

The President and CEO of Southwest Airlines, who credited the airline's employees for its "legendary Hospitality" and continuous dedication to serving customers.

American Customer Satisfaction Index (ACSI)

A national indicator that measures customer satisfaction across various industries within the U.S.

J.D. Power

A global data and analytics firm that conducts the North America Airline Satisfaction Survey.

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What they’re saying

“Our Employees have always been Southwest's differentiator, and this award reflects their continuous dedication to serving our Customers.”

— Bob Jordan, President and CEO, Southwest Airlines

What’s next

Southwest is set to build its first-ever airport lounge in Honolulu, and the airline's boldest move for 2026 is a new route connecting Las Vegas and Denver to Anchorage.

The takeaway

Southwest's consistent performance in customer satisfaction surveys, even as a low-cost carrier, demonstrates its ability to adapt to evolving passenger needs and maintain a reputation for excellent service. This achievement underscores the airline's commitment to delivering an exceptional customer experience.