When booking lights, passengers could choose between the two fares. They can pay $26 or $13 for the ticket. Both fares offered the same seats. The difference is that with the $26 fee, customers were offered gifts such as ice buckets or whiskey. They found this option very effective as most customers chose the $26 fare over the $13 fare. Southwest acquired an additional airline allowing them to offer more departure times. This allowed passengers who missed their flight to get on the next one. (Mudili, 2011). By allowing passengers who missed their flights to get on the next flight, this helped retain passengers if they turned them away. He also provides good customer service by working with the customer and not against