Southwest Airlines 2008 Annual Report Download - page 2

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The tiny Texas carrier that no one thought would survive celebrated its
37th Anniversary in June 2008. The airline that began with low-fare service
every day, every flight in the famous Texas Triangle——Dallas, San Antonio, and
Houston——has expanded to become a national airline offering legendary low
fares from border to border and coast to coast. For more than 37 years,
Southwest Airlines has stood for low fares, lots of convenient flights, and the
best Customer Service in the industry. So it is not surprising that when the rest
of the airline industry decided to begin charging for things that used to be free,
Southwest refused to go along. True to our roots, we also decided to have some
fun with our advertising while assuring our current Customers——and those who
switched to Southwest to avoid hidden fees——that we won’t “nickel and dime”
them. The result has been very encouraging. Feedback on our efforts to avoid
hidden fees— —no phone reservations fees, no snack fees, no first and second
checked bag fees, and no curbside checkin fees——has been overwhelmingly
positive. Customer loyalty has arguably never been stronger for the airline that
truly gives America the Freedom to Fly®
.
America’s original low-fare airline also gives you freedom from hidden fees.
This 2008 Annual Report is respectfully
dedicated to Herbert D. Kelleher,
Founder and Chairman Emeritus of
Southwest Airlines, who served as
Executive Chairman from March 1978
to May 2008 and as President and
CEO from September 1981 through
June 2001; and to Colleen C. Barrett,
a Founding Employee and President
Emeritus of Southwest Airlines, who
served as a member of the Board
of Directors from 2001 to May 2008;
Corporate Secretary from March
1978 to May 2008; Vice President
Administration from 1986 through
1990; Executive Vice President
Customers from 1990 through 2001;
and President from 2001 through
July 2008.
You gave us our start— —and
the Freedom to Fly!