During the previous decade, the airline company had methodically expanded from being a small regional carrier to one with a more national presence. And now, more than 100 cities were calling for Southwest to expand service to their location. At a time when many airline companies were losing money or going bankrupt, Southwest was overflowing with opportunity.
Southwest turned down over 95 percent of the offers and began serving just four new locations in 1996. They left significant growth on the table.