Latest Ambition Shows Southwest is no Longer Your Parents' Discount Airline

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This isn't your parents' Southwest Airlines. The company is changing, which might be what it needs to do to give shares a shot in the arm.

Southwest is considering adding wide-body, twin-aisle Boeing 787 jets to its fleet, Reuters reported Thursday, citing three people familiar with fleet planning.

"Southwest Airlines has made clear our intentions to continue listening to Customer feedback and to satisfy their evolving needs, including initiatives like lounges and aspirational destinations," said the company in an emailed statement. "We have no forthcoming news about our fleet plans."

There might not be an announcement soon, but this is still big news.

Southwest, of course, is the original low-cost carrier, stimulating demand by offering low fares at sometimes obscure airports. Flying one type of plane -- a 737 -- was one strategy to keep costs low. One plane limits pilot training, improves scheduling flexibility, and eases repair and maintenance.

The strategy worked for decades, helping Southwest produce very un-airline-like profitability and earnings growth. Between 2001 and 2019, net income was always positive, growing from about $500 million to $2.3 billion. Southwest reported a loss in 2020, amid the Covid-19 pandemic.

The strategy worked so well that Southwest became America's largest domestic point-to-point carrier.

Growth has its challenges, though. Southwest ran into operational problems in late 2022. It started charging for bags in 2025. It ended open seating in 2026. Today, Southwest looks more like a traditional airline than at any point in its storied history.

Still, it only flies 737 jets. The 787 would open up more long-haul and international routes, further morphing its business model to something resembling Delta Air Lines.

That might not be a bad thing. Over the past five years, Delta stock has risen about 85% as Southwest stock has slid 25%.

Adding a new plane would signal Southwest is entering a new phase, reflecting today's market reality where traditional low-cost routes are saturated. Maybe Southwest can bring lower fares to overseas routes, something travelers would welcome.

Southwest stock was down 0.5% in early trading on Friday at $41.17, while the S&P 500 was up 0.3%. Boeing shares were up 1.2% at $190.06. One new 787 customer probably isn't the reason Boeing stock is up. Shares have been weak lately amid higher oil prices. Benchmark crude oil prices were marginally lower on Friday.

Boeing shares were about $230 before the Iran War.

 

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