Southwest requires that consumers go directly to its website to book a trip. That makes it more difficult for passengers to comparison-shop, but Southwest has won customer trust, and loyalty, by delivering consistently low fares for decades rather than make consumers hunt them down. Capturing customers on its own website also allows Southwest to get additional revenue from ancillary items such as rental cars and frequent-flyer credit cards — a revenue stream American has undoubtedly taken note of.
Contents contributed and discussions participated by Nicole Beveridge
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