What is a significant benefit for customers booking directly through Southwest Airlines?

Booking directly through Southwest Airlines offers customers access to the lowest fares without third-party fees. This advantage is crucial because airlines often reserve their best prices for customers purchasing tickets directly from their websites, which helps eliminate additional costs associated with intermediaries. Third-party booking sites may charge extra fees or have markups, meaning customers could end up paying more for the same flight if they do not book directly.

Moreover, booking directly can also provide additional benefits such as easier access to customer service, more flexible change or cancellation policies, and the ability to manage bookings more efficiently. While some airlines or travel agencies might promote premium seats or upgrades, these benefits are not consistently available through third-party channels and do not reflect the fundamental pricing strategies utilized by Southwest.