YourPilotFriend
YourPilotFriend
- Joined
- Nov 14, 2005
- Posts
- 1,570
It's also about public perception, since most people believe SWA is still cheaper. Also SWA has a major advertising campaign that other airlines do not. Furthermore, SWA has raised fares a few times over the past years and has seen capacity increases.For a Ph.D. of airplanes, your reasoning escapes me.
Why I caution everyone, is because in my opinion, SWA will be in bankruptcy without major labor cuts by 2009; in-so-far my timeline is holding up. This is based off the reasioning that when legacy carriers regained pricing power over the LCC's, the industry would spin out of control. Since deregulation, even though the graph has it's ups and downs, the general trend has been major fare decline. The difference now between major profit and major losses is as slim as 50 cents on a fare. It's much easier to cut fares and lose money then it is to keep fares at the same level and fall below break even capacity. In other words if SWA fuel hedges required a fare increase of $10 and the other airlines resisted, They would have to cut out that $10 and go into the red, and face a slow death like the other airlines have gone through. IF they keep the fare raise, and fall below break even capacity, it will take less than 6 months before the airline blows through its $3 billion in cash.
Now we are facing the further squeeze of the middle class in 2007 when arm loans are due as well as the manufacturing companies are going to increase unemployment across the US. The major revenue generators will be international packaging and business travel. The foreign airlines know this and are it current talks with the legacies about possible mergers. By that time either SWA will be merged into one of the major global airlines or it will be pieced off to either of the big three.