Southwest fares aren't so low anymore

They are, in fact, higher than other carriers on the same routes at the same times. The WSJ's Scott McCartney notes, for example, that you can go from Phoenix to L.A. for $144 round-trip on US Airways, American and Delta. Southwest runs $169. Long-haul flights can run over $1,000.

Need to go from Boston to Los Angeles at the last minute? Southwest recently offered one-way, connecting flights for next-day travel at $523. US Airways Group Inc. offered connecting flights the same day at $320. AMR Corp.'s American, jetBlue Airways Corp. and Virgin America Inc. all had non-stops at $534.

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There are, of course, still many markets where Southwest is indeed the lowest-priced carrier, and many where Southwest has forced rival airlines to drop their prices. Historically, there have always been instances where other airlines had cheaper prices than Southwest for particular flights. But travelers and fare analysts say that as Southwest has pushed its prices higher, that's happening more often.

There are other reasons besides price to fly Southwest, including efficient service and (in my experience) roomier cabins. Having so many short-haul flights makes it easier to get an empty seat next to you or make a last-minute reservation.