MarkMyWords said:
- we are simplifying fares
I agree that not a lot of details were given and I am sure we are only simplifying fares as a market by market competitive response. Take PHL-LAX as an example. Prior to Frontier annoucing service to LAX, our full Y fare was 2400.00 roundtrip (ridiculous). With the announcement that WN is coming into the market, our full fare price will be reduced to 600.00 max! So in a market where we had ticket prices varying from 200.00-2400.00 we will now only have a variance from 200.00-600.00. The flights were full then, they will be full now, but there will be a loss of revenue and if things stay the way they are now, there will be no reduction in expenses.....how do you compensate for that loss of revenue?
I believe this is a HUGE tactical error.
1. HP made a huge splash in the industry and among the traveling community by announcing that fares have been restructured in EVERY market, on EVERY flight, EVERY day. This made the industry and travelers take notice. If US Airways restructures their fares from PHL to RDU on Tuesdays as a response to LUV, nobody will notice. US Airways needs a system-wide splash so that the industry and travelers take notice, and say, "Wow. Something is definitely changing at US Airways, I should check it out!"
2. How can US Airways justify to its customers that it wants to be a LCC from RDU, ALB, and TPA, but a Legacy carrier from SYR, GSO, and RSW?
BTW... What America West did was to lower their top end fares, and sell less low-end fares in order to increase average ticket price. LUV does something similar. Why can't US Airways do this? Just because you have a $99 transcon fare available doesn't mean you have to fill the plane with pax paying $99. When the last minute fare is 1000% higher, you force people to plan ahead. Some folks might actually delay their purchase decision if they know the fare will "only" increase by 50-150% for last-minute decisions.
- we will change the company culture
I hope Dave was sincere about this. PitBull has been trying for well over a year to pound this point home to him. He needs to be more (for lack of a better phrase) employee friendly. Once we do start making a profit again, that in itslef will do much to increase the morale of the employees, but there is a lot of repair work that needs to start at Daves desk and pour downwards. They need to nurture the concept of team work and bring everyone together. We need to restore pride in working for this company.
Part of being a LCC is culture. Its a culture of getting more from less. Working your assets hard and reaping the reward. It is a culture of KISS ("Keep It Simple, Stupid!") and focus on what's important (i.e. customer service). LCC's understand that customer service agents can provide good customer service in a polo shirt (as opposed to some other more expensive uniform). LCC's understand that every expense should have a return (i.e. like advertizing, sponsorships, etc).
Without simplifying the fare structure system-wide, an LCC-like culture will never emerge. Thats my opinion.