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Lehigh Southwest
Why Southwest Should Come to Lehigh
Lehigh Valley International Airport is located in the heart of Pennsylvania's third largest metropolitan area, after Pittsburgh and Philadelphia, and is far and away the most convenient regular scheduled-service airport for millions of Pennsylvanians (DOT, 2012). In addition, the airport is located in the proximity of many attractions as well as business destinations, making it an important hub for travel even for those that are not residents of the areas (DOT, 2012). Service increases to the airport through the entrance of new airlines and/or the expansion of existing airlines that include the Lehigh Valley International Airport in their routes would further increase the convenience and the usefulness of this airport for travelers, and this increase in airport traffic would be good for a number of businesses located in and within the vicinity of the airport (DOT, 2012; Zanki, 2010).
Southwest Airlines has long shied away from making a move to include Lehigh Valley International Airport in its routes and service provision despite being regularly courted by airport executives (Zanki, 2010; Assad, 2012). The airline's relatively acquisition of the smaller discount flyer AirTran seemed to carry a promise to change this state of affairs, AirTran already operates out of Lehigh Valley International Airport, so in order for Southwest to establish routes at the airport all they would have to do is not leave (Zanki, 2010; Assad, 2012). This appeared to be precisely what was going to happen for well over a year, and yet recently Southwest made the preliminary decision to terminate AirTran's contract with the airport and to discontinue services at Lehigh Valley (Zanki, 2010; Assad, 2012).
There are definitely valid reasons for Southwest's hesitancy to provide service at the airport, and it would not be fair to expect the airline to engage in a contract that would not be profitable for the company. While a contract with Lehigh Valley International Airport would provide new routes and non-stop destinations (or points of departure) for those utilizing the airport, it is also true that the airport is less than a two-hours' drive from two other major airports, Newark and Philadelphia, and thus the airport can be seen as redundant by some entities and travelers (DOT, 2012). If more travelers will be utilizing routes that terminate in Philadelphia and Newark, Southwest might not see a need or an advantage to including routes that terminate at Lehigh Valley International airport in addition, as the fewer flights and destinations the company needs to operate in order to meet consumer demand for specific travel times and stops, the more efficient the company is.
There are several distinct advantages Southwest could confer upon itself if it were to establish a contract and service plan with Lehigh Valley International Airport, even with the nearby airports at Newark and Philadelphia doing a greater volume of business. The population in the metropolitan area surrounding the airport is far more conveniently served by this airport than by those in outlying metropolitan districts, and they are more likely to regularly use the services of a discount airliner such as Southwest if the airliner caters to their local market. In addition, the economic benefits provided by increased service to the airport would ultimately lead to increased revenue for Southwest and would also build the company's brand image (DOT, 2012).
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