Southwest Airlines 1997 Annual Report Download - page 19

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19
SOUTHWEST AIRLINES CO. ♥ FIVE SYMBOLS OF FREEDOM
Customer Service. We are built primarily for shorthaul markets, where we
are the preferred choice.
The market statistics attest to this strategy. We consistently rank first in
market share in 80 to 85 percent of our top city pairs and, in the
aggregate, achieve a 60 to 65 percent market share of all the city-pair
markets served by Southwest. We also ranked first or second in terms of
Customers boarded in the majority of our 52 airports served in 1997.
Interestingly, even though we serve only 52 airports in the United States,
we are still the fifth largest of the U.S. airlines in terms of originating
passengers. Low costs and, therefore, low fares are an enormous
competitive advantage, particularly when combined with high-quality
service.
“FREEDOM IS SOMETHING WE NEVER TAKE FOR GRANTED, AS A COUNTRY
OR AS A COMPANY. WE WILL ALWAYS HONOR OUR PLEDGE TO ALL OUR
CUSTOMERS. IT IS A DECLARATION WE ARE PROUD TO UPHOLD.”
Joyce C. Rogge, Vice President-
Advertising and Promotions