How SWA will deal with the future challenges?
The following are based upon some assumptions...every business plan has them & so do my following thoughts:
1. Current leadership continues to operate ethically and forthrightly (no reason to not believe they will)
2. No major terrorist upheavels within the US that deter traveling, i.e. another 911
3. The crystal ball extends out to a point equal to the end of our fuel hedges, 2010...as each year goes by this crystal ball window continues to slip forward matching the fuel hedge window....the company is using that as a planning cycle window obviously...if they were willing to gamble further out than that, they'd be doing it
4. Boeing continues to deliver airplanes as promised.
Those four things being said, persons have raised questions as to what SWA will do to continue to prosper. If one listened to the webcast today it is clear the team has a plan to manage expenditures & costs.
Myth one:
SWA's profitability is primarily based upon their fuel hedges. FALSE
SWA has used this as a strategy,one of many to manage costs...many more in place also; winglets, re-optimized schedule to generate 14+ airplanes by increased productivity....the cost savings in aircraft purchases is near $500m alone, 68 persons per airplane vs. 92 in 2Q02...fewer people to pay allows you to pay those folks more & still pocket a fair sum of change
Myth two:
SWA & other LCC have driven the legacies to the state their in.
That keeps floating around for some reason. The reasons are too many to list & the degrees of impact of these reasons vary depending on the carriers exposure to SWA but more importantly on the business model in place at that particulary carrier....the phrase "its the ecomony stupid"....should be replaced with "it the business model & the leadership of the company the relationship between management & unions stupid", at least in my opinion.
There are steps SWA is working toward continuing profitability, GK explained many of them earlier today:
1. Fuel hedges are continuing, through 2010...yes $61 seems high but so did $32 in 2001 when we bought the hedges we're exercising now....that is still below the price some airlines are paying for their hedges right now. It's as much a part of the business plan for the future as buying insurance is...no one even assumes that won't happen with any carrier now, it shouldn't be a big deal when we do...it should be a big deal when other carriers don't do it though...that should tell you something.
2. Winglets on 300's will save money for the lifetime of the airplanes...that & the reskinning of the airplanes I've been told will make the airplanes lighter & burn less fuel (haven't been able to confirm that but it makes for a good story:nuts: )
3. Increasing fares as necessary on markets that can support it....EVERY FARE HIKE SOUTHWEST HAS IMPOSED HAS STUCK...it is usually immediately met by fare hikes by others, but usually much larger....that only increases the spread between SWA & their competitors...who does that benefit when it comes to looking for low prices? SWA & the consumer.
4. Gas is over $3.00 a gallon, $75 a barrel oil & $2.20 a gallon for jet & AA posts a profit....attaboy guys, well done...hopefully others will also. That occurs with very little in the way of hedge protection. Is SWA leaving money on the revenue table? You bet but it allows market share to grow as AA & other legacies cut back capacity....their planes fill up to the brim & aren't able to handle much more...those folks now spill over to SWA & other LCCs who are increasing capacity. Experts said 18 months ago the industry was dead with $75 a barrel....well, it isn't & for the first quarter in years airlines are about to post a profit after major restructuring.....people say SWA can't get much more efficient but how much more can these carriers be when it comes to increasing revenue except through raising fares? Will labor accept any further cuts at those carriers? I don't know but fortunately that dilemma isn't facing SWA....it may in the future but using the assumptions I stated above I don't see that in that timeframe. Our average fare has gone up 15% since last year this time but the legacies average fare I would say has gone up more or at a minimum the spread is probably the same...no we're not the low fare carrier in every situation but we offer more low fares for more seats than anyone else.
5. Hope you're sitting down for this one....reserve seating (if it comes) will be a revenue generator. Business folks will come SWA's way for the reserve seating....SWA's share of full fare customers have decreased to around 33%, down about 2%...increasing full fare passengers just several % points could add a lot to the bottom line. Again if the turns aren't impacted, it could be as significant as the winglets with additional money coming from these high end players.
6. Who has seats available to sell? LF's are approach the upper 70's for us, other carriers are already in the 80's & upper 80's...they don't have seats to sell, SWA does....you can't make money if you don't have seats to sell.
7. 307 aircraft to be added through 2014....that is a large amount of capacity & keeps a fleet from aging too quickly....other than CAL, what is the replacement schedule for legacies aging fleets? Aging fleets = higher maintenance costs, fuel costs, labor costs (more time to repair them). SWA is doing more of its heavy mx in house due to efficiencies in mx...a good thing for safety & the bottom line.....more efficiencies to come in that area...just one example is during this time a computerized mx logbook will eliminate "bad write ups" that require many man hours to catch/correct...that will reduce complaints/fines from FAA, save tons of time & keep airplanes from being pulled off the line for "paperwork issues".
8. ATC advancement will save money for all carriers but since SWA flies more domestic flights than any others, the savings will be greater for us...RNAV approaches, more varied arrivals that aren't tied to "corner posts" allowing for continued flying despite weathers in arrival/departure corridors.
9. Alternate Jet A fuels....AF is already testing alternatives to Jet A that will lower costs to the military for jet fuel...if they are doing it, it may not be too long before it comes to civilians...again our size will allow significant savings to us by sheer size.
10. Possible new aircraft on the horizon...deriviative of the 787 in a 737 size, or smaller aircraft to smaller markets using a SWA business model (tougher nut to crack...will need to be looked at very hard by both management & pilot group)...either one of these could add efficiency to the system, i.e. 737 replacement with improved efficiency & productivity & lower costs; watch & listen to all of the headaches of JB & the 190 saga...learn from that & improve on it...it would be quite ironic that JB would show SWA how to make a better mousetrap after SWA was the model (with some improvements some would say) for JB....that would be truly ironic.
11. Increases in incremental ways, i.e. cargo...big push to fill up bin space with aggressive marketing of same day cargo delivery...huge money there (right DHL/UPS/FDX folks?)...mail loss will be replaced eventually by higher revenue generation from general cargo with less restrictions....will speed up turns since fewer restrictions than mail service.
12. The revenue management team....one of the major reasons why we're successful...GK & his team have these guys working wonders...they're a bunch of math whizzes that are doing miracles....keep these guys for another millenium or so.
13. Pilot group....wants to remain profitable, wants to work with management, wants to remain successful & is willing to speak up & say when something is BS & willing to toe the line if asked to do it with a well thought out justification....it's about trust & so far there is no reason to doubt the management team is doing anything that would jeopardize the future of all employees.
14. Wright Amendment being lifted this year (my prediction) ($50m additional revenue) + ATA codeshare ($50m additional revenue) + other imaginative business decisions ($??? additional revenue) are in SWA's future....those numbers & more will add up to the continued success but....nothing is guaranteed in life
To say that SWA has a lock on profitabilty is foolish. However to say their plan to remain profitable isn't viable would also be foolish....they do have a plan. It is different than others but well thought out...their vision is more than just 12-18 months but as the legacies & others are getting their financial house in order, they will become more aggressive & more of a thread to their competitors....no one rolls over in this business once...everyone seems to get up off the mate when they were knocked down (congrats to USAir, Alaska & United for their rebound...good luck to DAL & NWA). GK & Laura Wright spelled that out rather well. The execution of that plan & how they handle the challenges of managing their most important asset, their people, will be the key elements on whether any of the above occurs.
A quick shout out to Airtran & hope your negotiations work out for you guys....again a lot of drivel but the quarterly results provided a lot of information & are worth some pondering over....feel free to shout away...lots of holes in the theories.