Southwest Airlines to Acquire AirTran Airways
What does it really mean?
Obviously, this is a high profile acquisition but what does it really mean to the traveler, corporations and the airports currently being served by either or both carriers?
As in any acquisition, when competition is reduced prices/fares will increase. Southwest has always been one to brag about their pricing strategy. It will be very interesting to see if they can maintain “no fees for baggage” since AirTran generates a significant amount of revenue from baggage and assigned seating fees. Our prediction? Fares and fees will increase.
As for the current cities and airports being serviced by both carriers, there will be winners and losers. For example, as a result of increased flights in Baltimore, some are already predicting an increase in jobs in Baltimore. We agree with this theory as long as the city/airport is not being serviced by both carriers. Since Baltimore is already enjoying access to both carriers the flights and jobs are already here. If anything, jobs may overlap and unfortunately, jobs may decrease. However, the cities that are not being served by both carriers are the big winners. They may see an increase in flights resulting in greater employment opportunities.
What does all this mean? This acquisition is much bigger than the above. Southwest will now enter into the largest market in the world; Atlanta Hartsfield and will finally be able to service their own backyard Dallas Forth/Worth. The addition of these two markets brings significant opportunities to Southwest. This could finally bring the “feeder” flights for international travel that Southwest has long desired.
Southwest will need to determine who they want to be – especially, with their business model. Will they begin to charge fees for assigned seats and baggage? Are they prepared to enter the international market?
Unfortunately, with the continued consolidation taking place in the industry (United Airlines and Continental), corporations and travelers will be the ultimate losers with higher fares and fees.

