Spirit Magazine - June 2014 - (Page 14)

This month, we celebrate the 43rd anniversary of Southwest Airlines. When Southwest first took to the skies, there was nothing like it; flying was for the rich and elite. Fares were high, and service was low. But Southwest had a vision to offer low fares, friendly Customer Service, and a convenient flight schedule. We offered shorthaul, high-frequency service and carved out a niche that has served us well. We launched the low-fare revolution, and we've since grown to carry more passengers within the domestic U.S. than any other airline. But the world has changed greatly since 1971. For example, recordhigh energy prices have impacted demand; despite the fact that our shorthaul market share increased during the timeframe, we served 6 million fewer Customers on shorthaul routes in 2013 than in 2000. Customer Service in Action Recently, a uniformed serviceman approached our ticket counter in Atlanta to checkin for his flight when he noticed that one of his bags was badly ripped. Our Customer Service Agent went to a supply closet and retrieved a brand new Southwest tote bag, which we make available for Customer purchase when luggage is unsuitable for baggage handling. But to show gratitude for the solider's service, our Agent reached into his own pocket, pulled out his credit card, and paid for the bag. I am proud of all the men and women who bravely serve our country, and I'm very proud of our Customer Service Agent for his act of kindness. That's significant, especially for an airline like Southwest. We've responded accordingly, evolving our business model to meet our Customers' changing needs. We've refreshed our cabin interiors, installing WiFi and offering free live TV onboard, thanks to DISH. We're bringing on larger airplanes that are better suited for longer flights. We've expanded our service in big markets like New York and Washington, D.C. We've revamped our Rapid Rewards Frequent Flyer program. We've acquired AirTran Airways, and we're in the final stages of integrating our airlines to become one by the end of this year. That has set the stage for launching Southwest's first flights to international destinations. (Service to Aruba, the Bahamas, and Jamaica begins in July.) By year's end, we'll offer Southwest service to all of AirTran's current international destinations-see our Route Map on page 138-with an eye toward expanding even further. What started as a revolution is now undergoing an evolution. But we haven't changed what we stand for: low fares, a convenient flight schedule, and the friendliest Employees in the world. Our Purpose is to connect you, our valued Customer, to the moments that are most important in your life through friendly, reliable, and low-cost air travel. That was true in 1971, and it's just as true today. Thank you for allowing us to share the LUV for the past 43 years. Here's to many more! Gary Kelly Chairman, President, and CEO Southwest Airlines 14 SPIRIT JUNE 2014 PHOTOGRAPHY BY DAN SELLERS Gary's Greeting + The Low-Fare Evolution

Table of Contents for the Digital Edition of Spirit Magazine - June 2014

Spirit Magazine - June 2014
Set your sights on Atlanta
Gary’s Greeting
Gary’s Greeting en Español
Star of the Month
Freedom Story
From the Editor
Your Words
Your Pictures
Eat Drink Sleep
Create a stir with Sriracha
Try a Midwest take on crab cakes
Wise Guide
Spice up small talk
Learn about a little bird
Hop over hurdles
Ask for expert opinions
Size up adjustableheight desks
Follow Your Nose
Scents & Sensibility
Your Adventure In Galveston
Promotional Series: Spirit of Music City
Craft a critter at a snail’s pace
Community Outreach
Products & Services
Flight Service
Terminal Maps
Rapid Rewards and A+ Rewards Partners
Route Map
The “If” List
Get to know Gabrielle Union

Spirit Magazine - June 2014