Southwest Airlines: Boldly Going Where No Discount Airline Has Gone Before?

Highly Illogical Captain But Intriguing

As a Vulcan I find the recent pronouncements by Southwest Airlines CEO Bob Jordan… curious. The airline famed for its… *ahem*… 'economical' approach to air travel is contemplating offerings previously deemed shall we say *irrelevant* to its core mission. Airport lounges? Premium seating? The very idea seems as alien as a Klingon opera.

Open Seating: Resistance is Futile (But Premium Seating...?!)

Southwest's historical resistance to assigned seating a principle as immutable as the laws of physics (almost) now appears to be… mutable. While the concept of 'open seating' had a certain Darwinian charm the potential addition of premium seating options suggests a desire to appeal to a more… discerning clientele. One wonders if this is a logical evolution or merely a concession to human… desires.

Beam Me Up... to Europe? (Maybe)

The notion of Southwest Airlines venturing into long haul international flights is to put it mildly unexpected. Imagine if you will a Boeing 737 attempting to span the Atlantic. The fuel consumption alone would be… significant. While partnerships with Icelandair and China Airlines are logical stepping stones the prospect of a Southwest plane landing in Europe remains for now speculative. But I can also dream...can't I?

Nashville: A Prime Directive Violation?

CEO Jordan's assertion that Nashville is 'hungry for luxury' is… interesting. It implies a potential deviation from the airline's traditional market. Is Southwest prepared to cater to the whims of those who desire first class service and access to European destinations? This could be a risky gambit as any economist will tell you; and it is especially risky because economists are always right right?

The Boeing 737 Max 7: Still Grounded

The ongoing saga of the Boeing 737 Max 7 continues to plague Southwest's plans. The lack of FAA certification has pushed back the expected deployment of this aircraft causing further delays and undoubtedly a degree of… frustration. One might be tempted to conclude that dealing with a Romulan cloaking device would be less complicated.

Fascinating... a Transformation Indeed

In conclusion Southwest Airlines appears to be undergoing a… transformation. Whether this shift towards premium offerings and international destinations will prove to be a logical and profitable endeavor remains to be seen. As Mr. Spock might say in Star Trek VI: The Undiscovered Country 'Only Nixon could go to China'. It seems that Southwest might be planning to do something equally… improbable. But remember change is the essential process of all existence.