Southwest Airlines 1997 Annual Report Download - page 9

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9
SOUTHWEST AIRLINES CO. ♥ FIVE SYMBOLS OF FREEDOM
OUR FARES ARE CONSISTENTLY THE LOWEST,
SIMPLEST FARES IN THE DOMESTIC AIRLINE
INDUSTRY. BY KEEPING COSTS LOW, WE KEEP OUR
FARES LOW. THIS, IN TURN, GIVES CUSTOMERS THE
FREEDOM TO FLY.
Southwest is and always has been a very different airline — from the
operating strategy we employ to the way we treat our Employees and
Customers. But the difference we are most famous for is our ability to
generate high profits with low fares. The secret, of course, is low costs,
and our operating strategy is a significant ingredient of our low cost
formula.
Our operating strategy is unique in the airline industry, and it has, indeed,
revolutionized air travel over the last 26 years. We start with a principal
focus on the shorthaul traveler, where our average flight time is about an
hour. We streamline service to meet the shorthaul traveler’s needs. Then,
we identify city pairs that can generate substantial amounts of business
and leisure traffic with Southwest service.
We offer lots of flights to meet business travelers’ demands for schedule
convenience and flexibility. We offer low fares that meet all travelers’
needs, especially leisure travelers. We specialize in nonstop, not
connecting, service. In our experience, this is what Customers want in
shorthaul markets. And it is far more cost-efficient than the accepted “hub
and spoke” industry standard.
This market focus allows us to be substantially more efficient and
productive than the rest of the airline industry. Our aircraft and airport
facilities are used continuously throughout the day, maximizing utilization
and minimizing ground time. Our aircraft “turn” times at the airport are
less