Southwest Airlines CEO Bob Jordan recently shared personal insights about his flying preferences during an interview with The New York Times. Unlike many top executives, Jordan avoids wearing suits while traveling so he can actively help the flight crew.
He prefers a hands-on approach, assisting with in-flight tasks like serving snacks, picking up trash, and even chatting with the pilots in the cockpit. His preferred seat changes based on the purpose of his travel—he enjoys the window seat when flying personally but opts for the aisle during business trips to stay mobile and engaged with the crew.
Dressing Practically to Stay Engaged While Leading Southwest Through Bold Policy Changes
Jordan explained that his informal attire is deliberate. He typically wears a vest or polo shirt, reserving suits for more formal settings such as meetings with lawmakers in Washington, D.C. His desire to be involved doesn’t stop at the cabin—he has even helped unload luggage with ground crews. Jordan highlighted that such tasks are impractical in a suit, underlining his commitment to staying closely connected with the operations of the airline at all levels.
Southwest CEO Trades Suits for Service as He Modernizes Airline Without Losing Its Core ValuesJordan addressed recent policy changes at Southwest, including the controversial end of the airline’s open-seating system and the new charges for premium seating. Additionally, the airline scaled back its well-known “bags fly free” policy.
He acknowledged that while some customers were unhappy, many welcomed the changes. Jordan emphasized the importance of clear communication during transitions and remained optimistic, stating that once people understand the direction Southwest is heading, they are generally supportive.
Balancing Change and Legacy While Fending Off Pressure From Activist Shareholders
Despite speculation, Jordan denied that these policy shifts were influenced by activist investors like Elliott Investment Management, which had called for changes in the company’s leadership. While the board saw a revamp, Jordan retained his position as CEO. He admitted Southwest is playing “catch-up” with competitors and emphasized the need to implement necessary changes swiftly to remain competitive. Jordan portrayed the transition as a natural evolution rather than a reactionary move.
Reflecting on his early days with the airline, Jordan recalled meeting cofounder Herb Kelleher on his very first day in 1988. When asked how Kelleher might view the current changes, Jordan quoted the founder: “If you don’t change, you die.” He noted that Kelleher’s focus was never on specific policies like open seating, but rather on maintaining a customer-first, service-oriented approach. For Jordan, the recent changes are in line with that legacy—modernizing Southwest while preserving its distinctive service culture.
