Southwest Airlines Case Study

Achieving Sky-High Success Among U.S. Hispanics

“MarketFully is terrific at what they do. They make things incredibly easy for us and are really good at helping us increase the performance of our Spanish language site.”
Tony Szatkowski
Senior Manager, Online Production, Southwest Airlines 

Southwest Airlines’ signature blend of affordable fares, warm customer service and consistent dependability has made it one of the most successful and respected airlines in the world. Because the company is deeply committed to delivering a great customer experience, it is no surprise that Southwest has long prioritized its Hispanic customers. The airline devoted significant resources to Spanish-language advertising over the years. In 2004, it launched a Spanish microsite, but the results did not meet expectations. Leadership decided it was time to explore better solutions. 

When Southwest acquired AirTran, it learned that AirTran had been operating a strong Spanish-language website . Seeing an opportunity to understand what contributed to that success, Southwest executives conducted a deeper review. 

This investigation led Southwest to MarketFully, the provider behind AirTran’s Spanish website. The insights MarketFully shared on how Hispanic consumers behave in online channels were compelling. Southwest determined that MarketFully could help increase Hispanic engagement on Southwest.com as well.