ATA codeshares with Southwest. So I imagine many passengers flying on ATA (especially from PHX) are connecting from WN codeshare flights. I can only tell you my experience on ATA from PHX. I flew on TZ many years ago. It was basic service. I do not think they have first class seating on their flight but they still offer assigned seating. I also remember they served a snack bag which consist of a sandwich and chips. ATA gears toward budget travelers. They work with tour groups that sell packages. Again I have not flown ATA in over 7 years so I do not know what has changed with their Hawaii service. To me, flying is all the same no matter what airline you choose. Having said that, my favorite airline is Hawaiin Airlines. I have used them the last 3 times, they provide good service. They even provide complementary meals on their flights. I have always had good experiences with HA so I think I will stick with HA.