Southwest sees no demand hit from fare hikes, eyes broader premium push

Southwest Airlines reports no demand slowdown after seven fare increases since February, signaling pricing power amid higher fuel costs. CEO Bob Jordan told a Bernstein investor conference that the hikes were the most aggressive he has seen in his 38 years in the industry. He said demand remains strong across leisure and business travel, geographies and the booking curve. While higher fares help, he cautioned they do not fully offset elevated fuel prices, suggesting further increases could follow if costs stay high. Jordan also highlighted an ongoing product push, with plans for more cabin options including a true first class and occasional long-haul international flying, though those ideas remain under consideration.