In 2010, we maintained the distinction of being the largest U.S. domestic airline, as measured by originating passengers boarded and based on data available from the U.S. Department of Transportation as of Sept. 30, 2010.

Our Passion Motivates

Our Performance, Our People, and Our Planet

2010 marked our 38th consecutive year of profitability.

We experienced industry-leading revenue growth, record load factors and market share gains—all without nickel-and-diming our Customers.

Our People are our greatest asset.    

We’re a Family dedicated to our Employees, our Customers, and the communities we serve.

We preserve the Planet by operating with a green filter.

Community outreach is one of the many ways our Employees operate with a green filter.

Cautionary Statement Regarding Forward-Looking Statements

Reconciliation of Non-GAAP Financial Measures to GAAP Financial Measures

Cautionary Statement Regarding Forward-Looking Statements

The 2010 Southwest Airlines One Report contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements are based on, and include statements about, the Company’s estimates, expectations, beliefs, intentions, and strategies for the future, and are not guarantees of future performance. Specific forward-looking statements can be identified by the fact that they do not relate strictly to historical or current facts and include, without limitation, statements related to (i) the Company’s financial outlook; (ii) its growth plans and expectations, including fleet and network plans; (iii) its strategic initiatives and the expected impact of the initiatives on its results of operations and its customer experience, offerings, and benefits; and (iv) its expectations related to its acquisition of AirTran Holdings, Inc. (“AirTran”), including the anticipated benefits of the acquisition. Forward-looking statements involve risks, uncertainties, assumptions, and other factors that are difficult to predict and that could cause actual results to vary materially from those expressed in or indicated by them. Factors include, among others, (i) changes in the price of aircraft fuel, the impact of hedge accounting, and any changes to the Company’s fuel hedging strategies and positions; (ii) the impact of the economy on demand for air travel and fluctuations in consumer demand generally for the Company’s services; (iii) the impact of fuel prices and economic conditions on the Company’s overall business plan and strategies; (iv) the Company’s ability to successfully integrate AirTran’s business and realize the expected synergies from the acquisition; (v) actions of competitors, including without limitation pricing, scheduling, and capacity decisions, and consolidation and alliance activities; (vi) the Company’s ability to timely and effectively implement, transition, and maintain the necessary information technology systems and infrastructure to support its operations and initiatives; (vii) the Company’s dependence on third parties to assist with implementation of certain of its initiatives; (viii) the impact of governmental regulations on the Company’s operations; and (ix) other factors, as described in the Company’s filings with the Securities and Exchange Commission, including the detailed factors discussed under the heading “Risk Factors” in the Company’s Annual Report on Form 10-K for the fiscal year ended Dec. 31, 2010.