Bob Jordan said some people chose not to fly on Southwest because it lacked premium options offered by other airlines.

"Whatever customers need in 2025, 2030, we won't take any of that off the table," Southwest's CEO told CNBC. Bob Jordan said some people don't take Southwest as it didn't have lounges or ...

Southwest Airlines is considering airport lounges, more premium seating and even long-haul international flights.

Southwest CEO Bob Jordan said the airline is open to airport lounges and higher-end service like Europe flights and more premium classes to woo travelers.

Southwest Airlines' transformation could become even more radical, as its CEO eyes plenty of potential changes. "Whatever customers need in 2025, 2030, we won't take any of that off the table ...