Actually I only checked SW. I really like flying SW as free luggage and the cancellation policy. We were able to switch our flights for the March trip to better times about 4 weeks prior. We even got a credit. That really worked out nicely.
Ah, yes. WN's prices
are increasing substantially, especially from the "good old days" when their intent was to grab market share versus make a profit.
WN is facing a number of financial factors that have plagued the legacy airlines for some time. Their fuel hedging is over, they have substantial labor costs that are extremely difficult to resolve (since management doesn't want to upset the unions), and their aircraft are aging. Not to mention the increase in destinations mean more gate fees and State taxes, as well as a lack of a central hub system to take advantage of economies of scale. These are all factors that are causing WN's overall ticket price to increase.
WN does still hold an advantage over many legacy airlines in that their routes are purely domestic. As such, they do not pay international tax, nor do they have to allocate resources for customs monitoring and other such activities. They also do a fine job of flying with fairly full aircraft, due to their reputation as a "low cost" airline to the general public. Plus, they still have many gates at smaller regional airports, which was in line with their original business model that they eventually had to abandon.
They are able to take these cost savings and use them for free bags (which are not really free, WN either eats the cost or includes some in the ticket price which is then taxed and paid for by us).
However, Tigger, I would like to point out that it would be helpful if the original post indicated the topic was specifically about Southwest prices, as I read it as airfare in general. In general, airfare is lower than it was in the 1970s, 1980s, and 1990s when we account for inflation, even with ancillary fees (bags, seat assignment, etc). Yep, prices seem higher, since WN came in and caused a dust-up in the late 1990s and 2000s, but overall airfare isn't too bad in the longer term analysis.
As for us, WN isn't the lowest price in and out of Portland, OR for any destination. Instead, they are significantly higher than some legacy and fellow low-cost airlines. WN has its place, though, for many markets.