Southwest Airlines says it is planning to spend $2 billion on a project to “transform” its customer experience, the carrier said.

The planned investments are “designed to enhance and simplify Customers’ journeys,” according to a statement.

The carrier, which has a broad route network in the Caribbean, says it will focus on a number of priorities, from adding enhanced Wi-Fi to installing new power ports for charging in every seat to larger overhead bins.

The company also said it would be introducing more entertainment options and a “wider selection of refreshments” in the cabin.

That’s along with a new fare category with “added flexibility and value” called “Wanna Get Away Plus.”

“You can never stop working to get better, and as our beloved Founder Herb famously said, ‘If you rest on your laurels, you’ll get a thorn in your butt!’ We have a long and proud history of offering Legendary Customer Service and warm Hospitality, and we have bold plans and significant investments to modernize and enhance the Southwest Experience,” said Bob Jordan, Chief Executive Officer.

The move comes as the low-cost and ultra-low cost spaces become increasingly competitive, a trend most notable with JetBlue’s recent, high-profile offer to buy Frontier Airlines.

“As we continue to welcome back loyal customers and win new ones, these initiatives, combined with the best people in the industry, support our purpose of connecting people to what’s most important in their lives through friendly, reliable, and low-cost air travel,” Jordan said.