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Southwest Airlines sees no impact on demand from the fare increases, but is looking to expand its premium offerings

Southwest Airlines CEO Bob Jordan said on Wednesday that the airline 'has not seen a drop in demand after joining the industry with seven fare increases from February. This makes him more confident about the airline's ability to offset higher fuel costs through stronger revenues.

Jordan, speaking at a Bernstein Investor Conference, said that the fare increase was the largest he had ever seen in his 38-year career. He said that demand was strong for leisure and business travelers, as well as across geographies, and in terms of the booking curve.

Jordan stated that there was no decrease in demand with the fares being raised so much.

His comments add to the signs that U.S. airlines are still able to maintain pricing power, despite a rise in jet fuel costs. This is due to strong premium and business demand as well as reduced competition from discount carriers.

MORE ?PREMIUM OPTIONS

Jordan said that Southwest could do more to improve its product. The airline, he said, may offer more cabin options including "true" first class, and will likely expand into international long-haul flying in the future.

Southwest Airlines has overhauled its business following pressure from activist investor Elliott Investment Management, and lower profit margins due to the pandemic.

Jordan stated that the Dallas-based carrier "doesn't need to become Delta Air Lines or United Airlines with a global long-haul networks." He said that a small number of long-haul routes could make the airline 'highly relevant' to its customers.

"I want to give you fewer and fewer reasons for booking another airline," Jordan stated, adding that Southwest will remain focused on the domestic schedule, nonstop flights, operations and hospitality.

Southwest Airlines has already made changes to its products, including assigning seats and adding extra legroom. Jordan reported that business revenue increased by 25% from the previous year in March. This trend continued in April and in May.

He stated that Southwest's Rapid Rewards program enrollment increased 37% during the first quarter. The number of customers who qualified for higher loyalty status also rose 60%. This is a sign customers are responding positively to the new products. (Reporting and editing by Franklin Paul, Nick Zieminski, and Rajesh Singh)

(source: Reuters)