South West Airline
Southwest Airlines
Executive Summary
Incorporated in 1967, Southwest Airlines Co. (Southwest) is a Customer Service Organization that offers air transportation in the United States. Southwest Airlines flies Boeing 737 aircrafts and provides services to 64 cities in 32 states throughout the United States. Southwest focuses predominantly on point-to-point service, rather than hub-and-spoke service. Southwest offers 411 non-stop city pairs. For the most part Southwest serves short-haul routes with high frequencies.
Southwest’s average flight length was 629 miles with an average under 2 hours. Daily flights are offered for various markets, including St. Louis to Chicago, Phoenix to Las Vegas, and Los Angeles to Oakland. To complement the high frequency, short-haul routes, Southwest offers long haul, non-stop service between markets, such as Phoenix and Tampa Bay, Nashville and Oakland, and Las Vegas and Orlando.
The Company's frequent flyer program, “Rapid Rewards”, is based on trips flown rather than mileage. Rapid Rewards Customers earn a credit for each one-way trip flown or two credits for each roundtrip flown. Rapid Rewards Customers can also receive credits by using the services of non-airline partners. Rapid Rewards offers two types of travel awards. During 2007, the Company enhanced its Rapid Rewards program and rolled out a new business traveler focused marketing campaign. Southwest also introduced a new Freedom Award during 2007, which allows Rapid Rewards Members the opportunity to exchange two standard Award Tickets for one Freedom Award.
The Company competes with Northwest Airlines, Continental Airlines, Delta Air Lines, American Airlines, Alaska Airlines, United Airlines and US Airways.
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