In Texas in the 1960s, Rollin King had a crazy idea. He wanted to create a no-frills airline service that served San Antonio, Dallas and Houston. All he and his lawyer had to do was convince the Federal Regulations Bureau that they had no jurisdiction on flights that never left Texas. Of course getting Southwest off the ground would have been a lot easier if they had any planes… Please note, this episode originally aired in 2018. Listen to new episodes 1 week early and to all episodes ad free with Wondery+. Join Wondery+ for exclusives, binges, early access, and ad free listening. Available in the Wondery App https://wondery.app.link/businesswars. Support us by supporting our sponsors! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The computer age is on the horizon, and American Airlines has a secret weapon: SABRE. Sure, the airline is top of the heap under the current pen-and-paper reservation system — the one where travel agents use a massive phonebook to look up flights, then call individual airlines to book a ticket. But they’re tired of playing phone tag. The American Society of Travel Agents has plans to roll out a new electronic system, one that could force American to lose its unofficial preferred status. The company has to get its system to market first — and its leaders have to convince the travel agencies to get onboard.  But there’s a much bigger threat looming on the horizon, one that could give a big boost to upstart rivals like Southwest Airlines. Deregulation is coming, and when it does it will change everything.  Listen to new episodes 1 week early and to all episodes ad free with Wondery+. Join Wondery+ for exclusives, binges, early access, and ad free listening. Available in the Wondery App https://wondery.app.link/businesswars. Support us by supporting our sponsors!  See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.