One major point of discussion during the Southwest earnings call was it’s no-fee approach and its effect on revenues. It seems that many of the analysts think that Southwest not charging fees is cutting off a big source of revenue, while Southwest sees it as an opportunity to attract some new customers. I decided to take a crack at the debate by comparing the results of US Airways and Southwest. I chose US Airways since the carrier has touted the benefits of the a la carte pricing model, and how extra fees can bring it a good amount of revenue.

Extra fees are recorded as “other” as revenue on the income statement, and that would account for the 38.7% increase in that category for US Airways. But, passenger revenue decreased over 10 points more than Southwest, and I decided to play with the numbers further.
First, I calculated yield, which is generally calculated by dividing passenger revenue by revenue passenger miles (RPMs). US Airways’ first quarter yield was down 10.2% compared to the first quarter of 2008, while Southwest’s was down 2.8%.
Then, I decided to toss in other revenue into the yield equation. What that was factored in, the US Airways yield was down only 4.7%, while Southwest’s decrease worsened a bit by 0.1 points, to a 2.9% decrease. These results showed me that the fees are indeed giving US Airways a nice revenue boost.
After that, I calculated PRASM (passenger revenue per available seat mile), and even invented some new measurements (at least I think I did). What I deemed ORASM was just other revenue divided by ASMs, and PRORASM was passenger revenue and other revenue divided by ASMs.
The results in this area were similar to yield numbers, as expected. US Airways’ PRASM was down 10.9%, but PRORASM was down 5.4%. Meanwhile, Southwest’s decline was 2.8% for both statistics.
So, what does this mean? Well, first I think it shows that Southwest’s decision to go with the no-fee approach isn’t hurting the carrier as much financially as some may have feared. In fact, compared to US Airways, Southwest saw a lower decline in yield, even when extra revenue for fees is considered.
But, does this mean that Southwest is getting new passengers because of its no-fees approach? I’m not sure so sure about that. The airline did see a lower decrease in RPMs than US Airways and actually saw an increase in load factor despite cutting ASMs less than other carriers, but that doesn’t say anything about revenue. Southwest just might have been more successful with fare sales during the quarter.
Of course, I’m just talking about the revenue aspect here, and there can be a cost side to this analysis. For example, the bag fees can theoretically lead to cost savings in labor and fuel for US Airways. Meanwhile, Southwest has spent money on advertising the fact it isn’t charging as many fees as other carriers.
Another thing I’d like to point out is that it’s going to be hard to compare carriers when it comes to fee revenue the next couple of quarters, simply because they were added at different times. For example, let’s say Carrier A added a bag fee in May 2008, while Carrier B did so in June 2008. Carrier B could see greater fee revenue growth in the second quarter of 2009 (compared to Q208) than Carrier A because there was less fee revenue in the second quarter of 2008.
I threw this data together yesterday, and I think I might expand these comparisons to other carriers to provide a better picture of the industry within the next week or two. I especially want to see what happens when I compare Southwest with AirTran and JetBlue, which both turned profits.
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