This article reports that Southwest Airlines Co. continues to fly high above its competitors. In 2003, it was named the number 1 most admired airline and the number 2 most admired company by "Fortune" magazine. Its low-fare and low-cost strategies, customer service focus, and culture of fun and celebration have kept it profitable for 31 years. With over 2800 flights daily and 33,000 employees, Southwest is the fourth largest U.S. passenger air carrier. From its earliest days, Southwest
