Last week Southwest Airlines announced that beginning this summer they will operate daily non-stop service between Los Angeles and Atlanta’s Hartsfield-Jackson International Airport. The new service will commence on June 10 and will compliment the already three daily flights that AirTran offers. This new route is in addition to the other new Atlanta routes that Southwest is adding.
I think this is an interesting move for Southwest. First, they are making the route non-stop, which grabbed my attention first. Southwest adding a non-stop route of that distance? Wow. Second, AirTran already serves the route three times daily. Finally, the LAX-ATL route is pretty saturated by Delta with no less than nine daily flights with half of those flights being wide-body aircraft.
Southwest is trying a number of things right now and it’ll be interesting to see how everything turns out. Stay tuned.