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LUV ITA

A round-trip partnership that always gives you a safe place to land

ITA Group is thrilled to collaborate with Southwest Airlines to develop a solution that strengthens Flight Attendant engagement and retention, reinforces your culture, and drives measurable business outcomes through meaningful recognition and shared celebrations.​

Download our proposal for your preflight briefing

ITA Group’s solution for your Flight Attendant engagement program and gamification

We can’t wait to reach new heights together. As Southwest Airlines continues to grow, ITA Group is ready to help you scale by developing a strategy using recognition and gamification that motivates, engages and retains your Flight Attendants. Here’s how we see this coming to life:

Engagement​

Use timely recognition, shared milestone celebrations, and meaningful experiences to reinforce Flight Attendants’ sense of purpose, highlight their value, reduce feelings of anonymity and foster deeper connections.​

How we’ll do it:

  • Metric-based recognition that celebrates wins​
  • Virtual events and community groups build connection
  • Service anniversary recognition rewards loyalty and honors tenure

Impact: Organizations that use strategic recognition are 48% more likely to report high engagement.

SHRM

Productivity​

Give Flight Attendants the data they need to achieve more while motivating growth through personalized experiences.

How we’ll do it:

  • Tracking personal metrics such as days flown​
  • Issuing automated recognition to celebrate milestones
  • Targeted messaging to trigger action

Impact: Engaged employees make it a point to show up to work and do more work, and highly engaged business units realize a 41% reduction in absenteeism and a 17% increase in productivity.

Gallup

Safety​

Support your people-first philosophy in which employees are treated with the same respect and concern as passengers—reinforcing a shared commitment to safety and well-being.

How we’ll do it:

  • Deliver increased visibility of safety KPIs​
  • Enable quizzes to track training effectiveness​
  • Support all pillars of well-being through educational content and challenges​

Impact: Safe, healthy workplaces see a 24% increase in productivity.

Lockheed Martin

Fun​

Spark motivation and a sense of personal competition using visuals that track progress throughout the year and gamify the experience.​

How we’ll do it:

  • Badges and tiers to motivate behavior​
  • Progress-to-goal visualization for transparency
  • Challenges to spark fun and healthy competition​

Impact: 85% of employees are more engaged when game elements are used.

TalentLMS

Hospitality​

Celebrate and reward Flight Attendants who deliver the top-tier, authentic hospitality Southwest is known for.​

How we’ll do it:

  • Spotlight and celebrate customer inflight “5s” so Flight Attendants feel the LUV​
  • Share stories of Flight Attendants going above and beyond for passengers to inspire others​

Impact: Happy employees = 81% higher customer satisfaction.

AON

How gamification can take off

At ITA Group, we design tailored solutions that seamlessly align with our clients’ brand and culture—solutions strategically focused on driving measurable impact. To help show you the breadth of our capabilities, flip these cards for examples of where we’ve activated gamification for other clients.

Physical and digital badging

Badges provide visible recognition and motivation, and they can serve as a concrete marker of progress and achievement.

Progress-to-goal tracking

Tracking progress toward milestones helps maintain focus on objectives, provides positive reinforcement and offers a clear roadmap for success.

Avatar experiences

When employees are distributed across different locations, avatars can help bring people together in a digital world.

Game experiences

Games like these provide a fun, engaging way to reward employees.

Our flight plans align

Southwest’s and ITA Group’s crews follow the same paths to success. You can see it in how our values and vision overlap. It’s the foundation for building trust and unlocking greater innovation and impact.

Click on each card to match Southwest's values with ITA Group's and see how our two companies align.

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Ownership and integrity

Integrity. Act like an owner. Choose to do right. Be courageous​.

Ownership and integrity

Act like owners. We take pride in the company we own and the purpose we work hard to achieve​.

Service to others

Service with LUV. Practice hospitality. Live by the golden rule.​

Service to others

Serve others. We’re supportive of our clients, their employees and each other.​

Fun and positivity

Humility. Don’t take yourself too seriously. Keep perspective. Don’t be a jerk.​

Fun and positivity

Have fun. We celebrate our successes and have fun together.​

Authenticity and transparency

Honesty. Speak up. Be transparent.

Authenticity and transparency

Be authentic. We treat others the way they want to be treated.

Problem-solving and results

Excellence. Get results. Win the right way. Kick tail.​

Problem-solving and results

Solve problems. We provide powerful, innovative ideas that deliver impact.​

Working together

Teamwork. Practice civility. Embrace Team over self. Be inclusive.​

Working together

Collaborate as One ITA Group. We leverage each other’s strengths to positively impact people’s lives.​

Who we are:

People-powered engagement—with LUV

  • 60+ years in the business​
  • 1,000 team members globally​
  • 100% employee-owned​
  • 100+ charitable organizations supported last Fiscal Year​
  • Operate an average of 450 events a year
More about ITA Group

Click the logos to learn more.

Certified Great Place to Work®

United Way Central Iowa

United Way of Central Iowa: Hand Raiser Award and Spirit of Central Iowa Award winner

PEOPLE Magazine’s 2025 100 Companies That Care

Marcom: Winner of over 200 Marcom awards in past 10 years

“We’ve never thought that you should have to come to work and assume a mask and look like you’re a bunch of little lead soldiers stamped out of a mold. We give people license to be themselves.”

—Herb Kelleher, Co-Founder, SWA​

Proven partners

You create memorable experiences for your passengers. We do the same for our clients—and here’s the proof.

PetSmart

Virgin Atlantic

Case study

Home improvement retail corporation

Case study

Aerospace and defense company

Case study

Hear from other ITA Group partners that are flying high

60+ clients have a 10+ year tenure working with us

100% client retention FYTD​

I adore our partnership - it's fantastic. You're never afraid to tell us when there could be a better way of doing something. I don't have this relationship with other vendors and that's because I truly believe we're in this together. You're the experts and I look to you for help and you never disappoint. You're the best partner I have.”

– HR Leader, Global Retailer

They don't treat you like a client. Everyone on the team treats you and the program like it's their own and wants what's best. I appreciate their expertise, attention to details and effective communication.”

– Program owner, Global Auto Manufacturer

The group I work with and also ITA Group as a whole are some of the most genuine and kind people I've personally worked with. It's nice to have a partnership with such individuals when you have so many stressors in the workplace.”

– Program owner, Global Tech Company

I’ve said it before and I will say it again—the ITA Group team exceeds my expectations every time.”

– SVP, Global Financial Institution

[Your team and technology] has been instrumental in helping us create a positive team culture where employees feel valued and appreciated. It's a big part of the reason we've been honored as a 'Best Place to Work’ since 2016!"

– Leslie Balmforth, Aprio

There's an ROI we see anecdotally and in our data. We know recognition impacts early career turnover and the feedback we get from our associates and leaders is that this is a valuable program which is why it's so invested in.”

– HR Leader, Global Retailer

Ready for takeoff?

Contact your dedicated ITA Group experience specialist, Kate White, at kwhite@itagroup.com.

Kate White

Account Executive