That's the kind of flexibility you have when you understand how cost and price are unrelated. RASM rose 1. The addition of international service is important network diversification for Southwest as it has arguably penetrated most of the domestic US 85 domestic destinations as of Sep Data source: Southwest Airlines Q4 earnings release.
These forward-looking statements are based on the Company's current intent, expectations, and projections and are not guarantees of future performance.
Perhaps the most renegade change it needs is for its "family" to undertake a mindset change. For various reasons, including opposition from some employee groups, Southwest has not entertained such possibilities. More from Inc.
If you are trying to rapidly grow the market for your product or service, for example, you might be willing to make less margin by setting lower prices because your goal is to grab as much of the market as you can.