"In an industry full of growing complexity, Customers want ease and flexibility when they travel, and we pride ourselves on delivering an experience that doesn't nickel and dime Customers with hidden fees," said Jonathan Clarkson, Vice President Marketing at Southwest Airlines. "The inspiration for 'The Big Flex' is giving Customers the freedom to say yes by connecting them to what's important in their lives with unrivaled flexibility. It's about making a big deal out of something that others might overlook ...