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Soaring in Second Place |
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| Corridor Inc. Staff Writer
Originally published April 2008  AirTran Airways is the second largest carrier at Baltimore-Washington International Thurgood Marshall Airport. Photo by Alan Partlow.
But despite this achievement, BWI’s second largest carrier, which flew nearly 2.5 million passengers non-stop last year, is still struggling to emerge from the shadow of Southwest Airlines, which flew nearly five times as many passengers.
“Competing with Southwest isn’t easy,” said Kevin Healy, senior vice president of marketing and planning for AirTran.
“It used to be that saying I have a lower fare than the other guy was enough, but not anymore.”
In 2007, Southwest’s BWI passenger total was more than 11 million — a 3.3 increase from 2006 — with 172 daily departures to 38 destinations.
Currently, AirTran, with 38 non-stop daily departures to 15 destinations, has 12 percent of the BWI market share. Southwest has 52 percent.
“Southwest is the leader and we keep trying to nip at their heels,” said Robert L. Fornaro, president and CEO of AirTran. “But no one thought we’d be here. We’ve always been kind of underestimated.”
Like many airlines, AirTran is dealing with industry challenges such as stiff competition, escalating fuel prices and an aging baggage facility at BWI, one of the oldest at the airport. But the Baltimore market has grown increasingly important to the Orlando-based airline.
 AirTran’s Brenda Day assists a customer before a morning flight at Baltimore-Washington International Thurgood Marshall Airport. Photo by Alan Partlow.
For instance, AirTran has made a name for itself by purchasing fuel efficient planes to keep costs down.
“Fuel determines a lot of what we do, especially the amount of added flights,” said Fornaro. “Fuel is going to force change and bring consolidation.”
The airline is fighting logistical challenges with its aged baggage system located between Concourse D and E. Old conveyor belts often malfunction and require assistance to move through the screeners, said Healy.
Construction is scheduled to begin this spring on a new $36 million baggage system, which will allow 1,500 bags an hour to be processed compared to a current 550 bags per hour. It should be up and running by 2010.
“Our system does need to be upgraded but we’ve had the second best delivery of baggage and have for years,” said Healy. “We will keep doing what we have been doing in the meantime.”
AirTran attributes much of its success to catering to the business traveler, said Healy. On every flight, AirTran offers business class with overhead bins, ticketless boarding and advanced seating arrangements.
“AirTran is an alternative [to Southwest],” said Daniel M. Kasper, a Massachusetts-based airline consultant with global expert services firm LECG. “They tend to be a little more expensive but have a little bit higher amenities than Southwest. They’ve differentiated themselves and seem to be holding their own.”
 AirTran’s number of BWI passengers in 2007 increased 16.4 percent
over the previous year. In January, AirTran had a 49.4 percent increase in passenger volume compared to the same month in 2006.
“[BWI] is the perfect model for us,” he said. “It has for a very long time been out in front and was one of the first to actively market itself.”
Last year, AirTran added new non-stop service to Portland, Maine and seasonal service to Daytona Beach, Miami, Seattle and West Palm Beach. By May, the airline will start non-stop flights between BWI and Los Angeles bringing its total to nearly 50 non-stop flights from the Linthicum airport.
“We spend a lot of time looking at flights,” said Healy. “Baltimore’s interesting in that we look at business needs as well as leisure. It’s a combination of looking at natural demand and our service and finding the right balance.”
BWI has become more of a second hub for AirTran, Healy added. In fact, Baltimore could surpass Orlando to become AirTran’s second largest market behind its Atlanta hub.
“AirTran is a great airline with a terrific product,” said Jonathan Dean, BWI spokesman. “It’s evident that AirTran recognizes potential here and has confidence in the marketplace.” |
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