This article reports that Southwest Airlines Co. continues to fly high above its competitors. In 2003, it was named the number 1 most admired airline and the number 2 most admired company by "Fortune" magazine. Its low-fare and low-cost strategies, customer service focus, and culture of fun and celebration have kept it profitable for 31 years. With over 2800 flights daily and 33,000 employees, Southwest is the fourth largest U.S. passenger air carrier. From its earliest days, Southwest employees focused on cost control. With recent changes in Southwest's employee population due to growth of the airline and the retirement of its first employees, many new employees need to reach that same level of cost consciousness.