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Southwest Airlines is the most consistently profitable U.S. airline, but it significantly lags behind its major competitors on credit card revenue. It wants to close the gap, and it’s moving aggressively to win new customers.
This has become apparent in the past couple of months, as the airline offered an usually lucrative promotion for new customers who signed up for its co-branded credit card with JP Morgan Chase. Customers approved for it by Feb. 11 could receive a companion pass — it entitles the passenger to bring a guest on board for free — for the remainder of the year.
It could be a costly promotion for Southwest, depending on how many customers apply and how often they use the pass. But long-term, Southwest may earn major revenue from these new cardholders.
Card relationships are highly profitable for big airlines. In the first half of last year, Stifel analyst Joseph DiNardi estimated American Airlines generated about about $1.15 billion from its relationships with two banks, which pay American for each point they give customers. In the same period, Southwest earned about half that amount from its relationship with Chase.
There are some reasons Southwest can’t match American. The best programs are aspirational, and American can dangle free business-class flights to Europe, Asia, or Hawaii in front of customers who dream of a once-in-a-lifetime vacation.
Southwest doesn’t have premium cabins, or a global network, but it has one product many passengers covet: the companion pass. It makes sense the airline is using it to try to win new credit card customers.
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Travel Megatrends 2019: Low-Cost Carriers Lose Some Luster: Passengers love deals and they’ll put up with a lot for cheap fares to Sydney or Tokyo, or even London. But no one has come up with a sustainable business model that allows airlines to generate significant margins on eight- to 15-hour flights. In this story, I explain some of the issues with the long-haul, low-cost model. (Related: I spoke about this topic last week on Cheddar, the live streaming financial news network.)
Virgin Australia Appoints Tourism Veteran as New CEO: Virgin Australia is an airline I don’t understand. This is a scale business, and Virgin Australia doesn’t have it. Will the new CEO make some changes? Perhaps he could focus on the medium-haul and short-haul business, and retire the airlines’s five Boeing 777s. Skift contributor Allan Leibowitz has details on this change at the top.
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Airbnb Hires Aviation Industry Veteran to Lead New Transportation Division: Founding Virgin America CEO Fred Reid has resurfaced, taking a job at Airbnb. He’ll be the platform’s first global head of transportation, my colleague Deanna Ting reports. Reid has bounced around the industry after he was forced to leave Virgin America more than a decade ago because the airline ran afoul of regulators.
TUI and Thomas Cook Face Up to Bleak 2019: Europe’s big two tour operators, Thomas Cook and TUI, are both expecting a rough year, writes Patrick Whyte, Skift’s man in Europe. (Related: TUI Group Turns Toward Online Bookings as It Revamps Its Business)
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Skift Senior Aviation Business Editor Brian Sumers [firstname.lastname@example.org] curates the Skift Airline Innovation Report. Skift emails the newsletter every Wednesday. Have a story idea? Or a juicy news tip? Want to share a memo? Send him an email or tweet him.