As Southwest Airlines hints at the imminent introduction of Hawaii red-eye flights amidst a broader shift in strategy, a new identity is starting to show. We first noted something different not long ago while flying on Southwest and paying astronomical airfares. That included, as just one example, airfare of $600 each way between Kauai and Nashville. The aggregate did at least include free bags.
Is Southwest straying from its low-cost roots?
Michael O’Leary, the outspoken CEO of Europe’s ultra-low-cost airline Ryanair, thinks so. He openly criticized Southwest for this. According to O’Leary, the combination of Southwest’s inclusive fare structure, with its generous two-checked bag allowance, alongside its steadily increasing average (in our case) Hawaii airfares, signals a departure from Southwest’s founding principles.
Southwest’s no-frills, all-economy service may be at a pivotal juncture.
The airline was once seen as nearly heroic for democratizing the skies with its affordable fares. Critics say that the airline’s evolving ways, including the shortly anticipated Southwest Hawaii red-eye flights, represent a shift toward mainstream airline industry practices.
Southwest is diverging from its historic disruptive low-cost model that once seemed revolutionary. The airline’s latest advertising campaign, too, is devoid of both the humor and the long-standing messaging about cost savings. This further underscores a sense of change.
Yet, even as Southwest’s fares have risen, in some cases, and especially to Hawaii, the airline still maintains a unique direct customer service approach. It also hasn’t yet moved into the endless fee games that are ever present throughout the airline industry.
The introduction of Hawaii red-eye flights.
This is clearly a response to Boeing delivery delays and an attempt to maximize fleet utilization under the circumstances. We see that as a basic necessity for their operations, more so than a shift in strategy. Southwest has said for a long time now that it is necessary to operate red-eye flights.
Hawaii red-eye flights also nonetheless raise questions about Southwest Airlines’ future direction. Will these changes enable Southwest to manage competition within the industry better, or are they now at risk of diluting the unique value proposition that has endeared the airline to millions of travelers for decades?
Southwest’s response to these challenges is both fascinating to observe and likely critical to its future as it seeks to balance operational needs with its emblematic status as the most accessible of all US airlines.
Their upcoming decisions will, without doubt, shape the future of Southwest Hawaii flights for years to come. They may, in part, determine whether Southwest Hawaii flights will continue to reflect low-cost leadership or if the company will next transition into uncharted territory.
Have you noticed a change at Southwest?
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I used to love SW but lately the prices are not competitive with the experience, and adding on extra for early boarding worsens it. They also have raised the points needed for award flights with surge pricing and it’s hard to find a saver award these days. I’ve flown other airlines more these days due to this.
I’m a frequent 25+ years Southwest flyer (A-List Preferred with a companion pass) living in California. I’d be hard pressed to say when my last non Southwest flight was. I usually fly to Hawaii 3 times a year.
I recently received a very detailed and lengthy survey from Southwest Airlines that has me questioning their ‘new direction’.
The questions referred to multiple scenarios about pricing and options, like would I prefer and/or pay more for assigned seating and early boarding. It was like multiple choice which option (A, B, C …) would you pick then a similar question worded a little differently and then another. I believe it took me almost 40 minutes to complete. I hope they aren’t striving to be like the other airlines.
I have definitely noticed a Huge jump in their airfares. Not much cheaper than Hawaiian, if at all, to/from Las Vegas. It’s a good thing I accumulated a lot of Rapid Rewards miles.
“We first noted something different not long ago while flying on Southwest and paying astronomical airfares.”
Why didn’t you choose to fly on a cheaper airline?
I’m a native Californian living in Atlanta and a frequent visitor to Hawaii… I believe if you look back at when Southwest acquired AirTran, we in the Southeast were hoping to see reduced air fares and a larger competitor for Delta. After 3 years we noticed the airtran pricing no longer existed and Southwest was very happy to match or slightly undercut Delta. I think that is a model they have implemented for the Hawaiian market as well. There is an article on Forbes from 2014 which noted that their profits skyrocketed between 2011 and 2014. Mahalo for all you do to keep us informed.
Hi Tom.
Thanks for that input RE Southwest and your nice words.
Aloha.