It is with profound sadness that Southwest Airlines Co. (NYSE: LUV) announces the passing of our President Emeritus, Colleen Barrett, at the age of 79, surrounded by her loved ones.

Colleen was a fervent advocate for doing the right thing, consistently emphasizing The Golden Rule, which calls for treating others as one would like to be treated. She is celebrated for infusing Southwest Airlines with its Heart, stemming from her deep belief in the importance of mutual love and respect among Employees and towards our Customers. This principle has become a cornerstone of the Southwest Culture for over fifty years since the airline’s inception. Colleen’s life stood as a beacon for all to emulate.

The entire Southwest Airlines Family offers our deepest condolences to her son and daughter-in-law, Patrick and Melodie Barrett; her cherished grandson, Evan Daniel Barrett; and her brother, Pat Crotty, along with his family.

Colleen was unwavering in her commitment to prioritizing Employees and inspiring them to deliver Positively Outrageous Customer Service, which became synonymous with Southwest Airlines. She championed The Golden Rule among the workforce and crafted the airline’s renowned corporate culture. Colleen firmly believed in treating people with kindness and respect, asserting that this approach leads to profitability and shareholder satisfaction. She also co-authored the book, “Lead with LUV: A Different Way to Create Success” with Ken Blanchard, sharing her leadership insights. She often described Southwest as “a customer service organization, that just happened to fly airplanes.” In 2021, her contributions were commemorated with the establishment of the Colleen C. Barrett Institute for Cultural Excellence & Customer Service.

Over the years, Colleen played a pivotal role in shaping the vibrant Employee Culture and unwavering Customer Service focus at Southwest. She held various leadership positions including Vice President Administration; Executive Vice President Customers; President and Chief Operating Officer, and ultimately, President of the airline from 2001 to July 2008, making her the highest-ranking woman in the commercial airline industry at that time. She also served on the Southwest Airlines Company Board of Directors from 2001 to 2008 as Corporate Secretary.

“Colleen’s legacy is the Heart of Southwest Airlines and everything that it stands for—the Golden Rule; Hospitality; Serving others; and most of all, LUV!” said President & CEO Bob Jordan. “Colleen’s fingerprints are all over Southwest Airlines, and she cherished her Southwest Family. She taught us how to lead with our Hearts, but she was also one of the toughest people I’ve ever known, leading the charge on many battles and coming out victorious through them all. We will honor her unending contributions to Southwest Airlines by living out our Southwest Way Values in everything we do. She taught us that, and we owe it to her.”

“Colleen has been the heart and soul of Southwest Airlines from our earliest days. She is largely responsible for creating and nurturing the unique and special Culture that has defined Southwest Airlines and been the envy of corporate America for more than 50 years,” said Executive Chairman of the Board of Directors at Southwest Airlines, Gary Kelly. “Her passion and commitment to ensuring that our Employees provided Legendary Customer Service has made Southwest Airlines famous for our Hospitality. As Colleen is famous for saying, ‘We are in the Customer Service business, we just happen to fly airplanes.’ Her love for our Employees was undying and unending, and we loved her right back. Simply put, she is and always will be our Heroine.”

Colleen had a love for people but was allergic to flowers. In lieu of flowers, expressions of remembrance to honor her life and legacy can be directed to the Southwest Airlines Employees Catastrophic Assistance Charity, Ronald McDonald House Charities, the Visiting Nurse Association (Meals on Wheels), or the Dallas Hearing Foundation.

A dedicated website, honoringcolleen.com, has been set up to pay tribute to the woman who gave Southwest its Heart. Details regarding funeral services, visitation, and her obituary will be shared soon. More information about her influential legacy can be found at the Colleen C. Barrett Institute for Cultural Excellence & Customer Service.

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