Lowest fares at Southwest? Not

Most fliers are probably not aware of it, but Southwest Airlines has been charging higher last-minute fares for years.
 

“They have been able to do so because their brand equity as a value airline is extremely strong,” said Roger Williams of Airline Information, an established “innovator” in commercial aviation management conferences and publishing.
 

Williams said many travelers go to Southwest based on the assumption that their web site will offer the lowest rates.
 

”When in fact, according to a University of California study in 2007, Southwest’s late-minute fares are 8.5 percent higher than those of the other major airlines in the US,” he said.
 

And for advance purchases? He says Southwest is only 2.7 percent lower than the other ‘Majors.

“I say ‘Majors’ because Southwest, born out of non-conformism, has quietly become one of the majors in terms of passengers carried and fares,” he said.
 

By David Wilkenng