About SWA headquartered Dallas, Texas. in
Established in 1967 with the name Air Southwest Co. And adopted its current name in 1971 . As of June 5, 2011 it is the largest airline in the United States based upon domestic passengers carried
SWA headquarters in Dallas
In May 2011 the airline acquired Orlandobased AirTran Airways, with full integration of the carriers taking place over several years, and on March 1, 2012, the company was issued a single operating certificate meaning that from a technical standpoint, Southwest and AirTran became one airline. As a result, following the merger, Southwest also began operating the Boeing 717.
As of September 30, 2011 it was the largest operator of the 737 aircraft worldwide with over 550 of these aircraft in service, each operating an average of six flights per day.
Southwest has 37,000 employees as of December 2011 and operates more than 3,300 flights a day. As of January 2012, Southwest Airlines operates scheduled service to 97 destinations in 42 states
EmploymentGary C. Kelly Herb Kelleher
For SWA, Employees matter the most. They give more emphasis on the needs of their employees. They even star on the advertisements of SWA airline. As of December 2011, there are approximately 37,000 employees.
Advertising The company has employed humor in its advertising. Slogans include: "Just Plane Smart"
"The Somebody Else Up There Who Loves You" "THE Low Fare Airline".
"Grab your bag, It's On!"
shortly after Southwest started using the "Just Plane Smart" motto, Stevens Aviation, who had been using "Plane Smart" for their motto, threatened a trademark lawsuit. Instead of a lawsuit, the CEOs for both companies staged an arm wrestling match. Held at the now demolished Dallas Sportatorium and set for two out of three rounds, the loser of each round was to pay $5,000 to the charity of their choice, with the winner gaining the use of the trademarked phrase
Herb Kelleher lost the match for Southwest, with Stevens Aviation winning the rights to the phrase. Kurt Herwald, CEO of Stevens Aviation, immediately granted the use of "Just Plane Smart" to Southwest Airlines. The net result was both companies having use of the trademark, $15,000 going to charity and good publicity for both companies.
SWA Effect Southwest has been a major inspiration to other low-cost carriers, and its business model has been repeated many times around the world. The competitive strategy combines high level of employee and aircraft productivity with low unit costs by reducing aircraft turn around time particularly at the gate
Airlines with a business model based on SWA:
Europe's EasyJet and Ryanair Canada's WestJet Malaysia's AirAsia (the first and biggest LCC in Asia)
Qantass Jetstar (although operates two aircraft types) Philippiness Cebu Pacific Thailand's Nok Air Mexico's Volaris Turkey's Pegasus Airlines.
Awards and Recognitions For 2007, Southwest Airlines came out tops in the Travel segment of American Brand Excellence Awards. (Recognize leading national brands that best serve the needs of small- and medium-sized businesses)
FORTUNE magazine has listed SWA as number three among Americas Top Ten most admired corporations. (10 consecutive years)
FORTUNE has ranked Southwest Airlines in the top five of the Best Companies to Work For in America Southwest Airlines Rapid Rewards program was honored in InsideFlyer magazine's 2006 annual Freddie Awards for Best Program of the Year, Best Award Redemption, Best Award, Best Web Site, and Best Bonus Promotion Honors.
Business Ethics magazine lists; "100 Best Corporate Citizens eight year in a row. (list that ranks public companies based on their corporate service to various stakeholder groups.) American Small Business Travelers Alliance ranked SWA as "Best Airline Among Small Business Travelers. The Port of Portland presented Southwest Airlines with the Environmental Excellence Award in recognition of an exemplary effort in the category of Environmental Innovation
Currently, Southwest serves 72 cities in 37 states, with more than 3,300 flights a day Southwest does not use the more traditional "hub and spoke" flight routing system of most other major airlines, preferring instead the "Point to Point" system
An average of 80% of Southwest passengers are local passengers, meaning only 20% of all passengers are connecting passengers. As part of its effort to control costs, Southwest sometimes uses secondary airports in cities which generally have high costs Example: Southwest flies to ChicagoMidway in Chicago instead of ChicagoO'Hare.
Top Served CitiesCities BaltimoreWashington Daily Departures 252 Number of gates 26 35 19 31 24 19 Cities served nonstop 55 61 55 59 49 54 Service began 1993 1985 1982 2012 1982 2006
Chicago-Midway 243 Las Vegas Atlanta Phoenix Denver 229 196 183 163
12 1715 11
33 3315 21
1996 19711971 1982
Houston-Hobby 143Dallas-Love Los Angeles 127 113
International Service On April 19, 2012, southwest Airlines, whose reservations system doesn't have the capability of handling international reservations, announced it has signed a contract with Amadeus IT Group to help it begin international service in 2014. The contract also provides the option for Southwest to convert its domestic business to Amadeus in the future
Products and Services Southwest offers free in-flight nonalcoholic beverages with alcoholic beverages available as well for a small price Southwest has complimentary peanuts or pretzels on all flights, and most flights have free Nabisco snacks Southwest is known for colorful boarding announcements and crews that burst out in song. The singing is quite popular among passengers
Southwest is also one of the few airlines to offer Dr. Pepper as a beverage option Southwest Airlines has consistently received the fewest ratio of complaints per passengers boarded of all major U.S. carriers that have been reporting statistics to the Department of Transportation (DOT) since September 1987
In Flight Wi-Fi Southwest announced on August 21, 2009 that it will begin rolling out inflight wi-fi Internet connectivity via Row 44's satellite-broadband based product. Southwest began adding Wi-Fi to its aircraft in the first quarter of 2010, they hope to have all airplanes equipped sometime in 2012
Southwest introduced a plan to retrofit its fleet with a new interior. Improvements include a modern cabin design, lighter and more comfortable seats made of ecofriendly products, increased underseat space, new netted seatback pockets to provide more knee room, a new fixed-wing headrest and improved economics. The carrier has begun the retrofits and expects to finish outfitting the fleet by the end of 2013
Frequent Flyer Program The Company Club credited for trips flown regardless of distance. Southwest Airlines named its frequent flyer program Rapid Rewards No blackout dates, seat restrictions or expiring credits. It also adds more options to use points. The new program uses points and is determined by the fare.
Employees come first, customers come second and stockholders come last. Herb Kelleher