This is going to sound like an ad, but I exclusively fly SW domestically. As noted, they used to look like a worse value but only because of the way competition handled fees. Couple this with the standard rewards program and I think SW is a steal. Did you know that SW is also the only domestic airline to have never filed bankruptcy? I’m glad to see the rest of the world being forced to compete more honestly. I’m sad…
Except you have to deal with Southwest customers, no seating, and being charged for everything. I’ll gladly take Delta over SW or Spirit but I’m at a huge hub. Delta is about as cheap as SW if I account for my Amex discounts.
When I travelled a lot, I would fly Southwest the first part of the year to earn the companion pass. Once earned I would fly Delta or United, who ever was cheaper.
As a consumer it is nice to have a choice and competition. Seems like the other large carriers raise fees and degrade the travel experience in tandem.