Southwest Airlines 1997 Annual Report Download - page 18

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18
SOUTHWEST AIRLINES CO. ♥ FIVE SYMBOLS OF FREEDOM
OUR DECLARATION OF FREEDOM AFFIRMS OUR
COMMITMENT TO ALWAYS PROVIDE LOW FARES —
EVERY SEAT, EVERY FLIGHT, EVERY DAY. IT IS A
PLEDGE INSCRIBED BOTH ON PAPER AND IN OUR
HEARTS.
The People of Southwest are Freedom Fighters, ensuring affordable fares
are available to as many people as possible. As business people, our
Employees understand how low fares are critical in our shorthaul market
niche. Since we are primarily a shorthaul carrier, low fares are essential.
With an average aircraft trip length of 425 miles, ground transportation
has always been our most significant competitor. Therefore, we must
charge low fares, every seat, every flight, every day, regardless of what
our airline competitors charge.
Our pledge to our Customers has worked. We have developed a
reputation as the low fare policeman in the industry, THE Low Fare
Airline. Customers think of us when they think of low fares and depend on
us to keep fares low. We are committed to continue that tradition.
The results are remarkable. Through Southwest service, communities
achieve economic freedom when it comes to airfares. The number of
travelers expands by three- and four-fold after Southwest enters a market
and slashes fares. This is especially true in shorthaul markets where
ground transportation is a viable option. In many cases, people just
weren’t traveling at all. That changes once Southwest enters the market.
Since low costs are obviously mandatory to offer low fares at a profit, and
since our airline competitors’ costs are more than ours, we tend to
dominate our shorthaul, low fare marketplace. This effect is enhanced
when we combine frequent flights, convenient airports, and outstanding