Southwest Airlines New Routes Spark Fare War as Budget Carrier Unleashes Shock Expansion on Rival Hubs. The low-cost king just announced 18 new nonstop destinations, including a direct assault on United's Denver fortress and Delta's Atlanta stronghold, slashing one-way fares as low as $39. This aggressive move aims to capture 3 million additional passengers in 2024, pressuring competitors to match prices or lose market share. CEOs should monitor Southwest's move for immediate margin pressure in key leisure and business corridors.