The Year That Was

When we were planning the editorial schedule for this column last year, we decided to dedicate this month to “thank you for your support.” After 2009, more than ever, you deserve our gratitude. Awhile back, I remember that Queen Elizabeth II labeled 1992 as a horrible year for her family. She used the Latin phrase, annus horribilis, and I had never heard a year characterized like that before. However, in many ways, 2009 was an annus horribilis for the entire airline industry.

The year began with astronomical fuel prices in the midst of the worst recession most of us can remember. Later in the year, fuel moderated to “just” too expensive, while demand for travel shriveled. It was bad news all around for sure. But like so many things, there are two sides to 2009, and in many ways, it really was a good year for us. In spite of keeping our fleet size relatively static and eliminating some unproductive flights, we managed to open four new cities that are some of the nation’s biggest travel markets with great growth potential. Minneapolis/St. Paul, New York LaGuardia, Boston Logan, and Milwaukee all saw Southwest jets making a home in “oh nine.” We couldn’t have asked for warmer welcomes in these four markets, and we continued to grow in important existing markets like Denver.

It’s also time to show the economy who’s boss, and our advertising for the year has taken the approach that it’s time to kick the recession to the curb. It really is on and I thank you for flying with us today. Our Employees have taken “It’s On” to their hearts. They have kept our Customer Service levels high and our operations (including those free bags) running smoothly. All of us who work for Southwest know one thing: For more than 38 years, Southwest has had the best Customers, and you continue to prove that with your purchases during these difficult economic times. Whether you travel for business or pleasure, you collectively punched the recession in the kisser. We simply couldn’t have gotten through this challenging year without your support.

The battle is far from over, but the holidays are a time to reflect upon our families and blessings. I join with my nearly 35,000 Southwest Coworkers in counting you among our blessings, and we wish you a wonderful and joyous holiday season.

Gary Kelly
Chairman, President, and CEO
Southwest Airlines

Operation: Kick Tail recognitionA father of two officers in the Army wrote to us about an experience he had on a recent flight. He was returning home after a visit with his family before his son’s deployment overseas. Onboard the flight in the front row was a soldier recovering from wounds he had received while on duty. Our Phoenix-based Flight Attendant used the airplane’s PA system to introduce the soldier to the cabin. The father continues his letter by telling us the Flight Attendant told the soldier’s story in a sincere and respectful manner, and then she bent over and kissed him. The cabin erupted into applause, and tears came to the eyes of this father of two. He closed by saying that Southwest is lucky to have such awe-inspiring Employees. Amen to that!