Shedding their leisure-only reputation, discounters Southwest Airlines and Jet Blue Airways are courting lucrative business travelers with more flexible tickets, preferred seating and in-flight Internet service. Southwest has even begun negotiating corporate fares, something it has steadfastly refused to do in the past. "While we have been adamant historically that we would not even consider that, I think there will be some situations in the future where that will make sense," said Southwest CEO Gary C. Kelly.

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