Wave, I could not have said your first sentence any better, anytime I open my mouth I prove such beliefs .... But what the heck, lemme put on my community college MBA hat:
City growth:
Atlanta area (busiest domestic O/D traffic in the US),
Cincinnati (one of the highest fare cities in the US),
Charlotte (financial capital of the US - well it used to be),
DCA (Face it, we really do NOT serve our nation's capital; IAD, BWI are close but it's a pain to get to downtown, and does not offset the TIME & cost in traveling / driving once you land),
San Juan (enormous PR population / US territory; could also feed our inter-island code share partner ;-(,
ANK (bet AS makes a killing on cargo alone),
Richmond, VA (driving to DC to fly out is non-option! ORF is not much better)
Memphis,
Charleston,
Greenville-Spartanburg, ...
there are many great places to choose from. If the "Beaches" experiment works this year, we may see a lot more of these places in 2011/12. IMHO.
Aircraft growth:
Assume our 73 operation as the core engine of the "new" business model, here is how we can grow again (new business model = $80+ oil going forward):
1) Not all American cities can support 737-sized scheduled air service; however, a Q400 (or something of similar size, comfort, range/performance cost factor, ...) can be used to (dare I say) feed our network &/or support a new short range market in and of itself. (how many through passengers do you regularly). This a/c can also be used on highly variable LF seasonal markets (read: Mexican / Caribbean / ski / beach destinations, ...). We could add places like Fresno, Vail, the near islands, Cabo, & Monterrey (both or them for that matter). The threat here is cannibalization of 737 segments (think of all the segments that [used to] run half empty certain times of the year, AMA, LBB, ...). Probably have Q segments heavily built around 737 domiciles, LAX, SLC, DEN, ... but could add many smaller new markets.
2) 737 continues with the current operation with the ability to supplement / surge on Q400 routes daily, weekly, monthly, or quarterly as travel demand warrants. This core operation would probably not grow as fast going forward, at least initially, as company growth happens on the feeder network (there's that word again).
3) A high capacity aircraft used on slot limited / high density routes. IMHO, as an industry going forward this needs to be our end state. Congress & the WH are already trying to run our entire life now, wait until we have another weather breakdown in the aviation world?! If GK decides he wants to fly our own metal on long range international destinations, then yea, a 787 is probably in our future. However, I honestly do not think GK is putting many man-hours into this arena, at least not in the near (5-year) term (I like to see how the Frequent Flyer program "changes" this year though). So in the high density / short haul / US only market, the 787 is probably not "worth" it for us right now (today). The 787 advertises 20% operational efficiency over "comparable sized" aircraft. However, comparing the (non-comparable sized aircraft) -700 to the 787-300 (from Boeing's website and a swag wrt to single-configuration 32" pitch seating capacity) results: +250% $$ increase in a/c cost alone (not to include training, maintenance ...), but only +215% pax load capability. I am not sure if the 787-3 operational CASM makes up the difference vs the 737-700 (for us now). As a comparison, a 737-900 costs only 33% more, but adds 42% more pax capability and comes with all the benefits of a single type, training, they can park at most of our gates, .... The latest 10K statement mentions an option to exchange -700 options for -6/800 aircraft (I don't remember it there last year, but I could be wrong).
There are many positives with the above: one SWA Master Pilot Seniority List! We control our product, no offense to anyone. Lower cost associated by growing by hiring, none of the issues with mergers / acquisitions, .... We could easily add 50 cities to our network in 10-15 years.
Though there are many risks, a few that come to mind (not an inclusive list): First and foremost, it deviates considerably from the business model that has made SWA profitable for the last 37 years; the stock market may not view this too favorably, at least not in the near term! Second, the added costs associated with purchasing different aircraft, & aircrew training alone is considerable and probably a non-starter. Lastly, aircraft scheduling will not nearly be as easy as it is today (probably see a lot more 35+ scheduled turn times waiting on connections); flight attendant/pilot flow will be a cluster during weather / maintenance "events." You & I both know, HQ will need to figure this "new" operation out themselves, vice hiring someone who has done this for decades. The learning curve will be steep & growing pains deep.
... sorry to get so long, home sick today, going back to bed.