MADISON, Wis. -- Just as local travelers are about to embark on the holiday travel season, Southwest Airlines begins service at General Mitchell International Airport in Milwaukee.

The first flights start Sunday, Nov. 1, and it's got the attention of Madison residents and some travel agencies.

"Anytime a major airline like Southwest comes in, it makes everybody stand up take notice and of course the competition they will bring to the market is nothing but good for the customer," said Scott Mast, vice president of Burkhalter Travel in Madison.

The addition means more options for customers, especially leisure travelers, said Mast.

"Where they go and what they serve -- they'll be able to take advantage of those lower fares," he said.

A Dane County Regional Airport spokeswoman said she believes Southwest will likely have a bigger impact on Rockford's airport, not Madison's.

"I think we have loyal passengers here and, secondly, Madison tends to support the business market better and Southwest tends to be more of a leisure destination airline," said Sharon Wisniewski, spokeswoman for the Dane County Regional Airport.

The Dane County Regional Airport has recently lowered its prices to boost passenger numbers and the strategy appears to be working, Wisniewski said.

Passengers Richard and Peggy Thomas said Friday they wouldn't fly from any other airport.

"I love this airport. I want to support Dane County," said Richard Thomas.

As they prepare to board for Staten Island, the Thomas," said a better deal isn't worth the drive.

"I think it's kind of a crazy thought that I would drive all the way to Milwaukee or Chicago just to save a few dollars when I can park my car here and walk across the street," said Richard Thomas.

"If it's in the winter months, you never know what kind of weather you're going to run into coming or going so I'd prefer not to have to deal with driving in a snowstorm from Milwaukee or Chicago," said Peggy Thomas.

Southwest will begin service Sunday and feature a dozen daily, non-stop flights to six-destinations, including Baltimore, Kansas City, Las Vegas, Orlando, Phoenix and Tampa Bay. Prices for one-way tickets to these destinations start at $35.