Airtran 2009 Annual Report Download - page 11

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2
Prior to 2008, we positioned ourselves as a growth airline. We successfully grew our capacity (as measured by
available seat miles) at double-digit rates annually from 2000 through 2007. Nevertheless, in 2008, to respond
to the challenges of a volatile fuel cost environment, a weak macroeconomic environment, and adverse capital
market conditions, we recast our plans which resulted in our deferral of previously planned growth. We reduced
planned capacity, principally by deferring scheduled aircraft deliveries, and selling B737 aircraft. By adjusting
our business strategy and implementing revised tactics, we believe that we have positioned AirTran to more
effectively deal with a volatile fuel cost environment and reduced demand for air travel due to weak
macroeconomic conditions. As a result of our actions, our capacity growth slowed to 4.9 percent in 2008, we
reduced capacity by 2.2 percent in 2009, and we currently expect our capacity to grow by three to four percent
in 2010.
Provide Quality Low Fare Service. We established our competitive position by providing affordable fares that
appeal to price conscious travelers. We have grown our business through innovative product offerings designed
to enhance the entire airline travel experience of our customers while maintaining affordable fares. The AirTran
Airways experience features:
• competitive fares offered in an easy to understand fare structure
• user-friendly automated services for reservations, ticketing, and check-in through our
• award winning Web site, http://www.airtran.com
• Bye-Pass® airport self-service kiosks
• Mobile Web program, allowing customers to view flight status, check in for flights and select seats
using their mobile communications and information devices (MCIDs)
• customer friendly services, including
• trained and friendly customer contact personnel
• a highly affordable Business Class
• advance seat assignments
• special amenities, such as XM Satellite Radio, which we introduced to the air travel industry
• wireless, broadband Internet access on every flight including: Web, e-mail, instant messaging and
access to corporate e-mail and network systems (virtual private networks) through passengers’
Wi-Fi enabled MCIDs
• attractive customer loyalty programs, including our
• A+ Rewards® program
• A2B® corporate travel program
• AirTran U® student travel program