You may have seen the television commercials that Southwest Airlines has begun running in the Salt Lake market. "If they want a fares war," declares Herb Kelleher, chief executive officer of Dallas-based Southwest, "we'll nuke 'em!"
On Wednesday it was bombs away.That's when Southwest announced a new series of airfares that the airline says further establishes itself as the low-fare airline.
Southwest is offering one-day advance purchase fares with an average 50 percent savings on what it describes as its "already low everyday fares to most markets in every city Southwest serves."
Also, a spokeswoman for Southwest said the airline is bringing back its 21-day advance purchase "Fun Fares."
The one-day advance purchase fares must be bought before Oct. 13 and used by Dec. 15. The 21-day advance has no deadline dates.
"These fares once again will be a part of Southwest's everyday low fare structure and offer at least 50 percent savings, said Dave Ridley, vice president of marketing and sales. "They will help customers cut through the clutter of recent fare sales by other airlines.
"Our message to the customer is clear: You only have to call Southwest to be assured you are receiving the lowest fare. While other airlines may get caught up in sporadic fare sales, Southwest will continue to strengthen its position as the undisputed low-fare leader and most profitable airline."
Southwest Airlines acquired Salt Lake-based Morris Air, also a low-fare, no-frills carrier, last December. Next Tuesday, the merger will be declared complete with a morning ceremony at Salt Lake International Airport.
Spokesmen for Continental and American airlines said they would match the new fares while others, such as America West, said they would wait and see.
Fred Rollins, district marketing manager for Delta Air Lines said: "They are introductory fares. We're still reviewing the fares, but our fares have been competitive with Morris and we will continue to be competitive with Southwest."
Rollins said Southwest's fare reduction "is not at all unusual especially when they're expanding their markets. This was expected."
Delta, he said, offers a "superior product." A formal response from Delta's headquarters would be released late Thursday, he said. Rollins would not confirm whether that mean Delta would also slash its fares.
"All I can say now is we will continue to be competitive," Rollins said.
Under the Southwest offer, tickets for the one-day advance purchase fares must be purchased before Oct. 13, said Ridley, and travel must be completed by Dec. 15. The tickets are nonrefundable but are reusable and may be upgraded. Seating is limited, he said.
Spokeswoman Beth Harbin offered two examples of the savings Utah air travelers will have under the program.
"Let's say you want to go from Salt Lake to Albuquerque. Our regular, walk-up, one-way fare - that's no advance or anything - is $129. Under the new, one-day advance purchase fare, it's $64 one way, a savings of $65 or about 50 percent.
Another example, she said, is Salt Lake City to Los Angeles.
"The walk-up, no-advance fare from Salt Lake to L.A. is $89, whereas the one-day advance is $44, a savings of $45, again around 50 percent."
Round trip tickets, she said, have the same savings.
Harbin stressed that most of the new fares are averaging 50 percent, but it is not a half-fare program. "So a blanket statement of 50 percent cuts (as were reported Thursday by some news media) is not exactly correct."
She noted that even though the one-day advance tickets must be purchased before Oct. 13, the new 21-day advance fare will be available beyond that date and, for the "foreseeable future," will become a standard part of Southwest's fares structure.
That means the $44 ticket to Los Angeles would still be available after Oct. 13 if bought 21 days in advance.
The 21-day advance ticket also is reusable on a different flight or date with an applicable fare that meets the 21-day advance-purchase restrictions.
Also, said Ridley, "unlike most other airlines," Southwest's "Fun Fares" do not come with a service penalty charge to customers who change their travel plans and are issued a new ticket.