Southwest Airlines, the feisty and unconventional airline founded in the 1970s on cheap fares and one-class service, will start actively courting high-paying business travelers and allowing them to be among the first to board flights.
The Dallas-based discount giant on Wednesday announced changes that CEO Gary Kelly said will generate at least $100 million a year in additional revenue by attracting business travelers willing to spend more for tickets.
The changes come at a time when Southwest's operating costs are rising and industry competition is intensifying for business customers, who tend to book late and pay more.
Starting today, Southwest is raising last-minute fares -- its highest -- and calling that category "business select." Customers who buy those tickets will get a guaranteed place in Southwest's "A" boarding group.
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