Southwest Airlines 1996 Annual Report Download - page 3

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3
NET INCOME PER SHARE
SOUTHWEST AIRLINES CO. is the nation’s low fare, high Customer Satisfaction airline. We
primarily serve shorthaul city pairs, providing single class air transportation, which targets the
business commuter as well as leisure travelers. The Company, incorporated in Texas,
commenced Customer Service on June 18, 1971, with three Boeing 737 aircraft serving three
Texas cities — Dallas, Houston, and San Antonio. At yearend 1996, Southwest operated 243
Boeing 737 aircraft and provided service to 50 airports in 49 cities throughout the United States.
Southwest has one of the best overall Customer Service records and one of the lowest operating
cost structures and consistently offers the lowest and simplest fares in the domestic airline
industry. LUV is our stock exchange symbol, selected to represent our home at Dallas Love
Field, as well as the theme of our Employee and Customer relationships.
Twenty-five years ago, Rollin W. King scribbled three lines on a cocktail napkin, leaned
across the table, and muttered to his longtime friend: “Herb, let’s start our own airline.” Herbert
D. Kelleher loosened his tie and knitted his brow before replying: “ Rollin, you’re crazy.” Then he
paused, grinned, and added, “ Let’s do it!”
Twenty-five years later, Southwest Airlines has literally written the book on low fares, which
includes the recipe for business and personal success. This 1996 annual report is dedicated to the
36 Original Employees who have been with us from the very beginning. Cheers!
1992 1993 1994 1995 1996
0.00
0.20
0.40
0.60
0.80
1.00
1.20
1.40
1992 1993 1994 1995 1996
$.68
$1.05
$1.22
$1.23
$1.37