Southwest’s customer-friendly tactics benefit the firm by providing the closest thing to a brand asset in the airline industry, and the fact that over 85% of Southwest’s sales are through its own distribution channel, where prices among carriers are difficult to compare- other carriers have a higher reliance on third-party distributors to earn customers.
Southwest is targeting higher-yielding business travellers to continue growing. The pandemic has severely limited business travel, and the cyclical decline in business travel is expected to be longer-lasting. While we expect a structural lack of transoceanic routes and premium options to limit Southwest’s ability to attract the highest-yielding business travellers, we think Southwest’s focus on providing low fares and its relatively new global distribution system, which enables bulk purchases of reservations, ought to allow it to take business travel share while business travellers are looking to cut costs.
Financial Strength:
Southwest has the best balance sheet of all the U.S.-based carriers. As the pandemic has wreaked havoc on air travel demand and airlines’ business model, liquidity became more paramount in 2020 than it had been in previous years. The primary risks to airline investors are increased leverage and equity dilution as airlines look to bolster solvency while demand is depressed. The best-positioned airlines are firms like Southwest, which came into this crisis with relatively little debt and an efficient cost base. Southwest came into the crisis much more conservatively capitalized than peers, with a gross debt/EBITDA of less than 1 turn from 2014 to 2019. Southwest ended 2020 with about $10 billion of debt and negative EBITDA. Given Southwest’s lower-than-peers debt yields and a $12 billion base of unencumbered assets, capital markets would remain comfortable with Southwest and would allow the company to raise additional capital if the crisis gets materially worse.
Bulls Say:
- Southwest operates a leisure-focused low-cost carrier, which is well-positioned for a leisure-led post pandemic recovery in aviation.
- Southwest has generally been able to achieve low-cost carrier unit expenses and passenger yields close to legacy carrier levels.
- Southwest’s focus on providing low fares could allow it to make inroads with business travel in the current recessionary environment.
Company Profile:
Southwest Airlines is the largest domestic carrier in the United States, as measured by the number of originating passengers boarded. Southwest operates over 700 aircraft in an all-Boeing 737 fleet. Despite expanding into longer routes and business travel, the airline still specializes in short-haul leisure flights, using a point-to-point network. Southwest operates a low-cost carrier business model.
(Source: Morningstar)
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