Alaska Airlines and Horizon Air 2012 Annual Report Download - page 12
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11
LOW FARES, LOW COSTS
AND NETWORK GROWTH
We will become known for our low fares and high value in order
to broaden our appeal, reduce our vulnerability to low-cost
carriers, and fuel growth. We will fund low fares by relentlessly
pursuing simplicity, low overhead and high productivity.
We will establish ourselves as the preferred airline for all travelers
living on the West Coast by defending and growing Alaska and
the Pacic Northwest, and by growing Hawaii and California.
We are targeting 4% to 8% annual growth for the Alaska mainline
operation, assuming acceptable protability.