Today's Seniors are savvier, more active, and more able to go, see, and do than ever before. Renowned travel expert Arthur Frommer emphasized the growing importance of this vital demographic recently during a speech presented to the Hotel Maritime Association in Hollywood, Florida.

"The statistics are staggering," Frommer said. "In 1950, one in 12 Americans was over the age of 65. By the year 2000, the ratio had increased to one in nine, and in just a few more years, one in every five Americans will be 65 years of age and older."

Southwest Airlines recognizes the importance of this growing demographic and announced the availability of Senior Fares on its website at southwestvacations.com .

"Southwest has been offering Senior Fares to Customers 65 and older since 1971 but now we're making it even easier for Seniors -- or for people booking travel for a Senior -- to find a great deal by allowing them to book the discount fare online," said Anne Murray, Southwest's Senior Director of Interactive Marketing. "Southwest Airlines is dedicated to providing Seniors with low fares, flexible travel, and exciting destinations so they can enjoy the best years of their lives."

Starting today, Southwest's easy-to-use online reservations tool will include a new fare category specifically for Senior Fares. Southwest's Senior Fares are flexible, can be purchased one-way, and are currently capped at $129 one-way. That means Seniors over 65 will never pay more than $129 one-way for travel to any of Southwest's 60 destinations.