The dirty secret is that Southwest is not cheaper than the majors... I fly ~30 round trips per year and almost always will take the cheapest flight. In the pas

The dirty secret is that Southwest is not cheaper than the majors... I fly ~30 round trips per year and almost always will take the cheapest flight. In the past year, that was Southwest 3 times. I fly out of Chicago and actually prefer the midway airport that southwest flies out of. to quantify: http://web.mit.edu/airlinedata/www/2009%2012%20Month%20Documents/Revenue%20and%20Related/Passenger%20Revenue/System%20Passenger%20Yield.htm http://web.mit.edu/airlinedata/www/2009%2012%20Month%20Docum... For a long time LUV had lower fares (significantly cheaper than majors from 1995-2007), but they no longer do.