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Southwest had a rocky road at its start. Incorporated in 1967, it never actually started flying planes until June of 1971 because of lengthy legal challenges by other major airlines. When it finally started services between Dallas and Houston and Dallas and San Antonio, it used three Boeing 737 aircraft and offered $20 one-way fares. Soon, the company introduced a $10 “night fare” and several other attractive schemes. In 1973, it ended the year with its first profits since starting operations and began developing a loyal customer base.
By the 1990s, this airline had become well-established as a major passenger carrier with popular campaigns that focused on families such as the “Family Fare.” By 2000, the company had moved up to number two on this famous list Forbes 500 and had expanded its rewards program for customers. Beyond that, as the decade progressed and moved into the second decade of this century, this airline instituted a number of other discount flight initiatives that encouraged air travel and expanded its customer reach.
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