A year of sweeping business model changesJordan also emphasized operational metrics, noting Southwest ranked No. For the first quarter of 2026, Southwest expects RASM to increase by at least 9.5% year-over-year, with contributions from yield, load factor, initiatives, and loyalty programs. During 2025, Southwest repurchased $2.6 billion of shares and paid $399 million in dividends. About Southwest Airlines (NYSE:LUV)Southwest Airlines Co is a U.S.-based low-cost carrier that operates a point-to-point domestic and near-international airline network. Founded in 1967 by Herb Kelleher and Rollin King as Air Southwest Company, Southwest began commercial service in 1971, initially connecting Dallas, Houston and San Antonio.