Quoting Boeing7E7 (Reply 44): If they want to grow, that's AirTran's problem. A merger for the sake of merging with what appears to be complete disregard for what Midwest is and what makes Midwest viable is just plane stupid. |
Someone mark the date on the calendar because for once I'm agreeing with Boeing7E7 about something...
Part of what it boils down to is the answer to two questions: (1) Why isn't Southwest in
MKE yet (and similarly, why did
NW's recent minihub at
MKE fail)? and (2) Why is
YX doing reasonably well with a small hub in
MCI, where Southwest is by far the largest carrier? And what it all seems to point to is:
Quoting Boeing7E7 (Reply 42): MKE is low level O&D with premium customers willing to pay which is why an 88 seat premium airline works so well. |
(and similarly, Midwest's niche at
MCI is among carriers who are willing to pay a premium for a product with more amenities).
But frankly, when you compare
FL's product to
WN, what is there aside from business class seating for 10% of the plane and
XM Radio? AirTran crams one more row than
WN into its 737-700's
and takes additional room from the coach cabin with increased pitch in business class. If you're among the 90% of
FL's passengers in the coach cabin,
WN's product is better. In most markets where
WN and
FL compete with non-stop flying,
WN has better yields
and a higher market share.
I can understand the appeal of a potential
FL-YX combination on paper. There's little duplication in the route networks and they could gain from combining operations in several major markets. Both operate the 717 as the largest constituent of their respective fleets as well. And it is certainly no secret that AirTran has desperately wanted a Midwest hub, what with their attempts to build up service at
MDW and
IND. What I think is missing is AirTran's appeal (productwise) to Midwest's core group of passengers -- and without the passenger base, Midwest doesn't hold much value.
If Midwest is taken over by AirTran, the product is almost certainly going to be virtually identical to the current AirTran product. What would AirTran be able to offer in a jetBlue or Southwest decided to go into
MKE in a big way? No Signature Service, no position as the "hometown" airline, and ultimately, far less of a commitment to
MKE as a home base. There is nothing compelling about AirTran's product which would give them any competitive advantage at
MCI, either.
If all they want is a bunch of nearly new 717's, the merger makes sense. But the Midwest business as a whole won't be worth very much if the service levels end up being like AirTran.