Airtran 1999 Annual Report Download - page 13

FIDS IN ATLANTA
One example of our increasing presence as the number
two airline at the Hartsfield Atlanta International Airport,
the world’s busiest airport, was the introduction of
AirTran Airways’ FIDS, or Flight Information Display
System. Displaying all of our flights for a three- to
four-hour time window, these digital screens are located
throughout the “C” Concourse, behind our main ticket
counter and near the security check point. In addition
to public areas, there are also mini-displays at each
AirTran Airways’ gate, in the AirTran Airways’ crew
lounge, maintenance facility, station agent break room
and some supervisor and administrative offices. These
screens keep our customers informed and our employees
better equipped to help our passengers get where they
need to go.
COMPETITIVE PRICING
AirTran Airways has consistently maintained its com-
petitive edge by offering our customers low fares and
a variety of choices in travel times. By understanding
that time and money often determine how and when
our customers travel, we have been able to successfully
cater to the needs of cost-conscious business and
leisure travelers.
In 1999, we continued to provide passengers with low
fares by reintroducing our Grade “A” Deals for limited
periods. These special sale fares enabled customers
to fly between AirTran Airways’ markets for $37 to $109
each way. We also continued our policy of never requiring
a roundtrip purchase or Saturday night stay. In addition
to low fares, AirTran Airways prides itself on providing
travelers with assigned seating, one more attribute that
sets us apart from other affordable-fare carriers.
CHANGING DISTRIBUTION CHANNELS
The past year brought change in the way AirTran Airways
distributes our product for sale to customers. In 2000,
we expect the shift in distribution channels to continue.
In 1997, 92 percent of passenger bookings came direct
(i.e., through Reservations Sales) while 8 percent came
through travel agents. By the end of 1999, 38.4 percent
of total passenger bookings came direct, 4.5 percent
came through virtual agencies (i.e., Expedia, Travelocity,
Preview Travel, etc.), 16.7 percent came through our
Web site, www.airtran.com, and 40.4 percent came
through travel agents.
Bookings Via Our Web Site
Booking travel on our Internet site, we believe, is
faster and easier than booking through sites operated
by competitors and online travel services. In fact, Travel
Agent magazine gave our Web site an “A” for the user
friendliness of its online booking engine, reporting it as
“simple” and “elegant,” and praising the site’s ability to
vary travel dates by up to two days before or after the
desired travel date.
AirTran.com is an industry leader in terms of percentage
of passengers booked through an airline-owned Web
site. AirTran Airways’ Internet vision continues to be
focused solely on revenue generation. Travelers booking
on our Web site are automatically presented with a
range of departure-time and connection travel options,
starting with the least expensive flights available.
Business Class reservations are also available through
the simple, easy-to-use site.
Intellimedia Commerce of Atlanta, Georgia, maintains
the site for AirTran Airways while BellSouth, also of
Atlanta, hosts the site at one of its many facilities.
1999 Percent of Internet Booking
by Month: (airtran.com)
Fourth Quarter 1999
Bookings by Distribution