Southwest Airlines 1999 Annual Report Download - page 7

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Southwest also carries the most passengers in the top 100 U.S. markets despite serving
only 45 of them.
Revenue Passenger Miles (in millions) Passenger Load Factor
Herb Kelleher and Rollin King didn’t invent the airplane. But
they did do something that the Wright Brothers must surely
have dreamed about. They made flying affordable.
In 1971, Southwest Airlines made flying affordable. And making flying affordable to
Americans is the essence of what we stand for: the Freedom to Fly. Low fares, every seat,
every day. And low fares are essential to our shorthaul business strategy, where we
compete with ground transportation as well as other airlines.
Our fare structure is simple, too. And that makes it easy for Customers to
understand and allows maximum flexibility. Currently, we still have few restrictions on
tickets: no Saturday night stay requirement and no rebooking or exchange penalty fee if
you change your plans. It’s simple and it’s fair.
We have long held the reputation as THE Low Fare Airline. Customers think “low
fares” when they think Southwest. As a result, most Customers contact us directly, either by
calling toll-free to one of our nine reservation centers (located in Salt Lake City, Phoenix,
Albuquerque, Oklahoma City, Dallas, San Antonio, Houston, Chicago, and Little Rock) or
logging onto our web site at www.southwest.com, one of the most successful travel sites on
the Internet. Our distribution system is easy and convenient for Customers and very cost-
effective and efficient for Southwest.
In addition to our low fares, frequent Customers receive Rapid Rewards. After
purchasing and flying only eight roundtrips on Southwest, Customers receive a roundtrip
ticket, good for travel anywhere on our system for up to a year. And there are no restrictions
on the number of Rapid Rewards seats and very few blackout dates around holidays. It’s by
23,328 27,083 28,355 31,419
36,479
0
10,000
20,000
30,000
40,000
95 96 97 98 99
64.5% 66.5% 63.7% 66.1% 69.0%
0%
20%
40%
60%
80%
95 96 97 98 99