They are a company that does not care if they are the biggest, just the best. They do not hire a great number of people and then let them go. They want their employees to feel secure in their job and work to maintain it. Since they are in a stable position they can utilize the opportunities. Finally they offer incentives and compensation.
Incentives given are of course, free air travel.
This is an expensive form of travel and feel their employees to be given what they deserve. As for the compensation, they are paid for the jobs they do. They also offer pension plans after five years of service. The longer you stay with the company the more your pension grows. Southwest Airlines is making great steps to keep the work environment joyful, resulting in higher morale among their workforce.