Southwest Airlines Delivers the Heat with Hot Summer Fares

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Let DING! plan your next vacation.

Southwest Airlines became the first airline to revolutionize the Customer relationship with the launch of its new product DING!, the first-ever "direct link" to Customers' computer desktops. DING! delivers discounted fares to a variety of Southwest destinations. To download DING! and gain access to hot, subscriber-only fares, go to:

"DING! is one of the hottest and most innovative travel tools for super cheap airfares on the Internet," said Tom Parsons, publisher of and well-known travel expert. "You can find airfares on DING! that are cheaper than a tank of gas."

DING! allows Customers access to fares that are lower than Southwest's already-discounted Internet specials. DING! is customized for each user, offering fares as low as $29 one-way from the Customer's home airport, with a 21-day advance purchase. The rock-bottom fares are available only to DING! subscribers and have a limited booking window.

"DING! is an air traveler's blue light special in the sky," Parsons said. "Only Southwest Airlines would dare to offer fares this low."

Since DING! was announced, Southwest Customers nationwide have taken advantage of the money-saving technology. The top Southwest cities to download DING! are Baltimore, Chicago, Houston, Los Angeles, Oakland and Phoenix. The airline expects the number of DING! downloads to grow as Customers look for low fares this summer.

"We introduced DING! on February 28," said Kevin Krone, Southwest's Vice President of Interactive Marketing. "Since that time, Customers have booked more than $10 million worth of fares through DING! – showing us that people are enjoying these super-low prices."

Southwest delivers catchy DING! alert messages that address the current travel environment such as, "Gas prices are high. It’s no joke! Fly on Southwest to avoid going broke." DING! creates excitement on getting the "hottest deal," provides increased value to Customers, and adds convenience to booking travel.

Southwest Airlines is known for being "high tech and high touch." It has a reputation for legendary delivery of Customer Service that has not been compromised with the growth in popularity of the web. Southwest was the first airline with a web site, and March 2005 marked the 10th anniversary of the launch of its site. It's now one of the top travel sites and the only airline web site that regularly makes it in the top rankings for popularity, ease of use, and revenue generation (more than $3 billion annually is booked through

Fare Rules

Fares are available one-way and are combinable with all other fares. When combining fares, all ticketing restrictions apply. Seats are limited. Fares may vary by flight and day of week and will not be available on some flights that operate during very busy travel times. Fares are valid for travel on Southwest Airlines. Fares do not include a $3.20 federal segment tax per takeoff and landing. Fares do not include airport-assessed passenger facility charges (PFC) of up to $9 one-way and U.S. government-imposed September 11th Security Fees of up to $5 one-way. Fares are subject to change until ticketed. Tickets are nonrefundable but may be applied toward the purchase of future travel on Southwest Airlines. Fares are valid on published, scheduled service only and are not available through the Group Desk. Any change in itinerary may result in an increase in fare.

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