Attraction World Group (AWG), a leading global distributor of tours, activities, and ground services, has officially gone live with Southwest Airlines®, marking an exciting new chapter in the travel industry. The launch, which took place on 19 August 2025, represents far more than just a collaboration between two brands. It signals a shared vision of making travel more seamless, flexible, and enriching for millions of passengers across the United States and beyond.

By combining AWG’s extensive inventory of experiences with Southwest Airlines’ trusted reputation in air travel, the partnership is positioned to redefine how travelers plan, book, and enjoy their holidays.

Delivery via Global Distribution Platform

This collaboration is delivered through Experience Connector, AWG’s global B2B2C platform for tours and activities distribution. The platform enables travel businesses to easily integrate high-quality experiences and ancillary services into their offerings. For AWG, this milestone underscores its growing influence in North America and its ability to provide scalable solutions that meet the demands of modern travelers. For Southwest Airlines, it represents an opportunity to broaden its customer value proposition by going beyond flights and hotels to include end-to-end travel services.

Integration with “Getaways by Southwest™”

The partnership debuts as part of Southwest’s newly introduced Getaways by Southwest™ product—an in-house vacation package solution that brings together air, hotel, car rental, and ground transportation into tailored bundles. Travelers can choose from more than 30 destinations, including popular leisure hubs like Las Vegas, Orlando, Hawaii, Cancun, Punta Cana, and Montego Bay. By integrating AWG’s supply of tours and activities, Southwest can now offer customers curated deals that extend well beyond the booking stage, supporting the entire holiday experience.

Premium Airport Transfers and Expansion Plans

At launch, the collaboration includes premium airport transfer services, giving customers the confidence of reliable ground transportation from the moment they arrive. Throughout 2025 and 2026, the scope of the partnership is set to expand into additional verticals, with new types of tours, excursions, and ancillary travel services being added to the portfolio. This phased rollout ensures that both companies can continuously enhance the traveler journey, offering more choice, convenience, and value.

Seamless API-Driven Connection

Through direct API integration, Getaways by Southwest™ gains real-time access to the content hosted on Experience Connector. This not only allows for scalable distribution and automated fulfillment but also ensures a smooth booking journey for customers. By leveraging advanced connectivity, both partners can streamline operations while delivering consistent service quality across multiple destinations.

Strategic Objectives and Vision

Commenting on the launch, Isabel Beckermann, Chief Operating Officer at AWG, noted that the collaboration “aligns perfectly with mission to make travel more exciting, accessible, and rewarding.” She emphasized that the partnership sets “a new standard for holiday planning” by empowering customers with choice, quality, and ease of use.

Phil Gouel, Vice President of Product Development at Southwest Airlines, echoed this vision. He highlighted how Getaways by Southwest™ now gives travelers a more flexible way to bundle air, hotel, car, and ground services. By partnering with AWG, Southwest is making it possible for customers to elevate their trips with curated extras while enjoying a stress-free booking process.