Southwest Airlines 1999 Annual Report Download - page 2

Net Margin Net Income Per Share, diluted
Return On Average Stockholders’ Equity
T H E F R E E D O M T O F L Y
was first envisioned and sketched in the late 15th century by Leonardo da Vinci, the Italian
master painter, sculptor, architect, and engineer. At the turn of the 19th century, Leonardo’s
vision became reality when Orville and Wilbur Wright ushered in the Age of Flight at Kitty
Hawk, North Carolina. Seven decades later, Southwest Airlines made commercial flight
affordable. As we stand on the threshold of the 21st century, we are proud to be part of a
vision that has resulted in one of America’s most basic freedoms — affordable flight.
Southwest Airlines Co. is the nation’s low-fare, high Customer Satisfaction airline.
We primarily serve shorthaul city pairs, providing single-class air transportation that 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 1999, Southwest
operated 312 Boeing 737 aircraft and provided service to 56 airports in 29 states
throughout the United States. Southwest has the lowest operating cost structure in the
domestic airline industry and consistently offers the lowest and simplest fares. Southwest
6.4% 6.1%
8.3%
10.4% 10.0%
0%
2%
4%
6%
8%
10%
95 96 97 98 99
$.37 $.41
$.62
$.82 $.89
$.0
$.30
$.60
$.90
95 96 97 98 99
13.7%
13.5%
17.4%
19.7% 18.1%
0%
5%
10%
15%
20%
95 96 97 98 99