Southwest Airlines, headquartered in Dallas, Texas, has historically refrained from listing its fares on Google Flights and other online flight aggregators like Expedia.com, preferring instead to direct customers to its website. However, as of Wednesday, Southwest’s airfares are now visible on Google Flights alongside those of other airlines.

Enhanced Visibility and Customer Reach

The decision marks a shift for Southwest, which now allows travelers to compare its fares with those of other airlines on a single platform. This move is aimed at broadening the airline’s reach to new customers who may not have visited Southwest’s website previously. A spokesperson for Southwest Airlines described the partnership with Google as a test to extend the reach of Southwest.com while maintaining control over the booking process. Customers can view Southwest’s different fare options on Google Flights and book their flights directly through Southwest’s website.

Improving Customer Experience and Future Plans

Southwest Airlines sees this initiative as part of a broader strategy to enhance the customer experience. CEO Bob Jordan recently indicated that the airline is considering overhauling its signature open seating policy and may begin assigning customer seats, similar to other airlines. Additionally, Southwest plans to introduce red-eye flights in the coming years. Travel experts, such as “The Points Guy,” expect Southwest’s collaboration with Google to benefit travelers by allowing them to use Google Flights’ fare-tracking tools to monitor prices and book flights when prices are most favorable.

Challenges and Strategic Adjustments

This strategic move by Southwest comes at a time when the airline is aiming to improve its financial performance amid challenges with Boeing 737 Max 8 planes. In April, Southwest announced the suspension of services at four U.S. airports due in part to delivery delays of new Max 8 aircraft. These delays have slowed the airline’s growth, prompting Southwest to seek ways to reduce costs after reporting a first-quarter loss of $231 million.

Southwest Airlines’ decision to partner with Google to display its fares on Google Flights represents a significant step towards improving customer accessibility and enhancing its competitive position in the airline industry. This initiative not only allows Southwest to reach a broader audience but also provides travelers with more options and convenience when planning their flights.