I try to fly SW exclusively because of their friendly staff and the fact that they fly through 'smaller' airports, which helps with their on-time reputation. They have NEVER lost my bags. Their frequent flier program is outstanding and I hope it doesn't change. This in conjunction w/ their credit card have allowed me to earn a companion pass for the last two years. My partner NEVER has to pay for a flight as long as I am on it. In fact, I have earned so many free flights, I can't remember the last time I actually paid for one! So you don't have an assigned seat? Pay the extra $10 and get preferred boarding, or go ahead and pay to check your bags w/ another airline in order to get your precious assigned seat. Personally, I am very excited to have more cities available and I can't wait to fly to Cancun for free.
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