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Southwest Airlines re-evaluates its long-haul flight strategy

Southwest Airlines CEO Bob Jordan stated on Thursday that the company was looking into long-haul flights internationally and premium airport lounges to help it turn around.

Jordan said that while the company would have to consider a wide body aircraft for international long-haul service, they could first choose a narrow-body to serve these routes.

After the COVID-19 epidemic, the Dallas-based carrier has struggled to find its feet. It operates mostly domestic flights using a Boeing 737 fleet. The carrier's low earnings have increased pressure on it to change its business model.

It now charges for checked baggage, ending the free policy. It also introduced a basic economy fare, and will switch to a new policy of assigned seats in January.

Jordan has spoken in the past about the company's ambitions to launch flights to Europe. Southwest Airlines' lack of international long-haul flights has been criticized by industry experts as limiting its appeal to customers.

Southwest Airlines has been expanding its network since February by partnering with Icelandair, China Airlines and EVA Air. The company said that it is looking at new partnerships around the world.

Jordan, however, said that the company would like to service long-haul routes themselves. Jordan said that the company wants to service those long-haul international routes.

Southwest Airlines once had a record of 47 years of profits in a row prior to the pandemic. Since then, Southwest has struggled with regaining sustained profitability. The margins of Delta Airlines and United Airlines are far smaller than those of Air Canada.

Southwest has made many recent changes to attract high-spending tourists. Jordan stated that the company loses customers to other airlines because it does not currently fly to London or offer premium airport lounges.

The lounges will also increase the loyalty revenue of the company, as the co-branded cards that the company offers to its customers will be more appealing.

Jordan stated that "if we want to remain relevant, as the largest domestic airline, we have to continue meeting the needs of our clients." (Reporting and editing by Franklin Paul, Aurora Ellis, and Rajesh Kumar Singh)

(source: Reuters)