Southwest Airlines New Routes Trigger $250M Revenue Strategy in 2025 Expansion. The Dallas-based carrier today announced a ruthless redirection of flight resources from 20 existing airports to a new network of 100 underserved destinations, aiming to capture $250 million in annual revenue by aggressively targeting leisure travelers in secondary markets like Bozeman, Montana, and Myrtle Beach, South Carolina. CEO Bob Jordan stressed this is a surgical pivot—not a retreat—to counter rising operational costs and force a competitive shakeout against budget rivals.