At The Veterans Phalanx, we believe words matter. We also believe actions matter more.
Southwest Airlines has long wrapped itself in the language of military appreciation. Their military travel page talks about patriotism, support, service, military fares, military baggage exceptions, Freedom One, Honor Flight, and their commitment to those who serve.
That all sounds good.
But then you look at the boarding order.
According to Southwest's own published boarding process, Priority Boarding comes before active-duty U.S. military.
Southwest also describes Priority Boarding as a product that may be purchased, when available, beginning 24 hours before departure.
That means a customer can pay for Priority Boarding and board before an active-duty service member.
That is not appreciation.
That is monetization.
And yes, we are calling it out.
Southwest's military travel page says active-duty members may board in the Priority Boarding group “just before Group 1.” That may sound respectful at first glance. But Southwest's own boarding order makes the real priority clear: purchasable Priority Boarding comes first, and active-duty military comes after.
Shame on you, Southwest.
This article is specifically about active-duty U.S. military. These are the men and women currently serving this country. Many of them are traveling under stress, under orders, between duty stations, away from family, or on limited time. Giving them a few extra minutes to board is a small gesture. It costs the airline almost nothing.
But Southwest found a way to put a price tag in front of it.
What The Other Top Airlines Do
We reviewed the published boarding policies for the four major U.S. airlines: Southwest, Delta, United, and American.
Here is what we found.
Delta Air Lines lists Active Duty U.S. Military with ID in Pre-Boarding, before Zone 1.
Source: Delta Boarding Priority
United Airlines says active military members can board with the pre-boarding group.
Source: United Boarding Process
Related: United Priority Boarding
American Airlines places active-duty U.S. military with valid military ID in Group 1. American's policy is not perfect because some premium customers preboard before Group 1. But American's purchased Priority boarding is listed in Group 4, not ahead of active-duty military.
Source: American Airlines Boarding Process
Related: American Airlines Military Benefits
Southwest Airlines lists Priority Boarding before active-duty U.S. military. Southwest also states that Priority Boarding is available for purchase, when available.
Source: Southwest Boarding Process
Related: Southwest Priority Boarding
Related: Southwest Military Travel
Southwest Is The Outlier
Delta puts active-duty military in Pre-Boarding.
United puts active military in the pre-boarding group.
American places active-duty military in Group 1, ahead of customers who purchased Priority boarding.
Southwest puts paid Priority Boarding first.
That is the difference.
And that is the problem.
We are not asking for a complicated policy. We are not asking airlines to solve every problem facing the military community. We are asking for one simple thing:
Military appreciation should not be a marketing slogan. It should show up in the small decisions, especially the ones nobody forced the company to make.
Southwest made a choice.
Now they should fix it.
Move active-duty U.S. military ahead of paid Priority Boarding.
Until then, Southwest does not get to call this appreciation.
It is greed wearing a flag pin.
Thank You To The Airlines That Got This Right
To Delta and United: thank you for keeping active-duty military in pre-boarding.
To American: thank you for at least keeping purchased Priority boarding behind active-duty military.
And to Southwest: shame on you.
You are not being asked to do something extraordinary.
You are being asked not to sell the space in front of the men and women currently serving this country.
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