Southwest Airlines 2015 Annual Report Download - page 4

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Our People have worked very hard to build Southwest into the extraordinary
airline it is today. I am tremendously proud of them and how they persevered through the
worst of times in the 2000s. I am overjoyed they are enjoying the fruits of their work and
these long-sought best of times. We are all very well aware they don’t last forever, and as
our Chairman Emeritus always told us, “we manage in good times to be prepared for the
bad times.”
We did just that. We more than just survived the 2000s. We grew; we did not have
to retrench. We were profitable; we did not go bankrupt. We were job secure, and added
more; we did not furlough or lay off Employees. We were prepared. And now, our People
have transformed Southwest so it is stronger and better prepared than ever.
In 1971, the People of Southwest began a low fare revolution. It took time, but it
ultimately gave America the Freedom to Fly. Now, the battle to best serve America’s
travelers continues with more low fare competition than ever. But it is still only Southwest
that fights for the Customer with low fares and great service. With low fares and lots of
flights to lots of places. With low fares and Transfarency: no first and second checked
bag fees6, no change fees, generous frequent flyer awards with low fares and no second
class. After nearly 45 years, Southwest is still a category of one.
Our Purpose is to connect Customers to what’s important in their lives with
friendly, reliable, and low-cost air travel. We take great care of our Employees, so they
can take great care of our Customers. If we do that well, we can take great care of our
Shareholders. And, we have. Whether it’s 45 years or the last 15, no domestic airline has
performed better. For the 22nd consecutive year, Southwest has been named to
FORTUNE’s list of World’s Most Admired Companies, coming in again at #7. Please
know it is our Vision to become the world’s most loved, most flown, and most profitable
airline. It is a passionate pursuit, and our People won’t give up.
As always, I’m extraordinarily proud of our People for these record results. Please
join me in thanking them.
Sincerely,
Gary C. Kelly
Chairman, President, and Chief Executive Officer
March 15, 2016
6Size and weight limits apply. Some airlines may allow free checked bags on select routes or for qualified circumstances.