Southwest is turning constant pings and burnout into over 185 million reasons to take a vacation

DALLAS, Oct. 5, 2026 /PRNewswire/ -- Southwest Airlines Co. (NYSE:LUV) announces a new brand campaign today called "Enter Airplane Mode" inviting travelers to escape the daily grind as constant pings, packed calendars, and always-on routines continue to fuel real burnout. In a Southwest®-sponsored survey¹, 76% of respondents said they are experiencing burnout and 68% of respondents believe a trip is one way they can regain control of their time. With flexible policies including no change² or cancel fees³, an expansive domestic network⁴, and the best Crew in the sky⁵, Southwest has stepped in to turn daily distractions into vacations.

"As the airline that democratized the skies, Southwest Airlines® has always helped make the dream trip a reality and our new campaign, 'Enter Airplane Mode,' encourages Customers to recognize when they're approaching a breaking point and to turn that moment into their booking point," said Sabrina Callahan, Senior Vice President and Chief Digital & Marketing Officer. "With a Customer extension called 'Notification Vacation' we are taking it one step further from simply encouraging you to take the trip to helping you bring it to fruition."

Notification Vacation offers an opportunity for Customers to set aside the burnout and finally take the trip. With an interactive online activation that converts notifications into Rapid Rewards® points, Customers can upload a screenshot of their homepage notifications and receive Rapid Rewards points.⁶ It is an easy way to turn constant pings into a positive, reminding busy Americans that the reset they need may be closer than they think. Customers can also take a Burnout Quiz⁷ to understand their level of burnout and find inspiration for their next relaxing getaway. Together, Notification Vacation and the Burnout Quiz offer Customers the chance to receive more than 185 million Rapid Rewards points total, with limits applying per Rapid Rewards Member.⁸

The "Enter Airplane Mode" campaign spots were shot by Hollywood directors Will Speck and Josh Gordon and voiced by Adam Scott, whose recent role in a workplace-centered series adds a culturally relevant wink to the message about disconnecting from work and reconnecting with life beyond it. Created with ad agency GSD&M, the campaign begins airing today and brings "Enter Airplane Mode" to life through relatable moments of everyday stressors, from overloaded calendars to endless meetings and packed commutes. Southwest is also working with creator agency, Later, and media agency, Spark Foundry, to bring the campaign to life as part of a full 360-degree effort.

Southwest continues to make getting away easier with purposeful, feedback-driven enhancements—from updated boarding and assigned seating to onboard investments such as free WiFi for Rapid Rewards® Members thanks to T-Mobile®⁹ and Starlink's fastest WiFi in the sky. Together with its flexible policies, expansive domestic network, and Hospitality that defines the brand, Southwest is making it easier for Customers to disconnect and enter airplane mode.

Visit the Southwest Newsroom at swamedia.com for multimedia assets and other Company news.

ABOUT SOUTHWEST AIRLINES CO.

Southwest Airlines Co. operates one of the world's most admired and awarded airlines, offering its one-of-a-kind value and Hospitality at 120 airports across 12 countries. Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline⁴. By empowering its more than 73,000¹⁰ People to deliver unparalleled Hospitality, the maverick airline cherishes a passionate loyalty among more than 134 million Customers carried in 2025. Southwest leverages a unique legacy and mission to serve communities around the world including harnessing the power of its People and Purpose to put communities at the Heart of its success. Learn more by visiting Southwest.com/citizenship.

1. Based on a Southwest-sponsored online survey conducted in August 2026 with 2,000+ adults aged 18-64 in the U.S.

2. Fare difference may apply.

3. Basic fare round trip bookings must be canceled or upgraded. Cancel 10+ minutes before departure to avoid forfeiture of travel funds.

4. Based on U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey as of Q4 2025.

5. Southwest Airlines Co. ranked first in Best Cabin Crew through USA Today's 2025 10 Best.

6. NO PURCHASE NECESSARY. Open to Rapid Rewards® Members; 18+; 50 US/DC. Limit one (1) entry per Member. Minimum award: 1,000 Rapid Rewards points. Maximum award: 10,000 Rapid Rewards points per Member. Total points available: 150,000,000. Points available while supplies last; daily availability may be limited. Points subject to verification. Void where prohibited. See Official Terms and Conditions.

7. NO PURCHASE NECESSARY. Open to Rapid Rewards® Members; 18+; 50 US/DC. Limit one (1) quiz completion per Member. Each eligible, verified completion receives 500 Rapid Rewards points, subject to availability. Total points available: 37,000,000. Once all points have been awarded, the promotion ends. Points subject to verification; see Terms for eligibility, fraud prevention, and disqualification provisions. Void where prohibited. See Official Terms and Conditions.

8. 187 million total points represents the combined maximum available across two separate promotions: up to 150 million points through Notification Vacation and up to 37 million points through the Burnout Quiz. Individual awards are capped at 10,000 points for Notification Vacation Promotion and 500 points for Burnout Quiz Promotion. Separate eligibility, entry, award, and point-limit terms apply. Points are available while supplies last, and no individual may receive the combined total. See each promotion's Official Terms and Conditions for full details, including per-Member point caps and entry limits.

9. Where available. Available only on WiFi-enabled designated aircraft.

10. Fulltime-equivalent active Employees as of June 30, 2026.

Visit the Southwest Newsroom at swamedia.com.

In a Southwest®-sponsored survey¹, 76% of respondents said they were experiencing burnout, and 68% believed a trip could help them regain control of their time.

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SOURCE Southwest Airlines Co.