Southwest Invades Atlanta's Hartsfield

Southwest Airlines launches service from Atlanta Feb. 12, 2012, its first foray into Hartsfield International Airport, the world's busiest airport and a lucrative arena for Atlanta-based Delta.

Southwest's entry, part of its acquisition of AirTran Airways, will put severe pricing pressure on Delta and bring Atlanta trael consumers initial fares as low as $79 one-way.

"We're bringing especially great value to those of you who travel last-minute," Southwest President, Chairman, and CEO Gary Kelly told an  audience of business leaders today.

"Here in Atlanta, our fully refundable, walk-up fares will be, on average, more than 30 percent lower than anything currently in these markets. And we are bringing the flexibility Southwest Customers already enjoy in other cities because we don't charge a $150 fee simply to change your plans," Kelly said.

From Atlanta, Southwest initially will offer 15 nonstop departures each day to five destinations:

• Baltimore/Washington (BWI),
• Chicago Midway (MDW), 
• Denver (DEN), 
• Houston Hobby (HOU), and 
• Austin, Texas (AUS), a route not previously served by AirTran Airways.

The nonstop flights make possible additional direct or connecting service between Atlanta and 48 destinations on Southwest Airlines.

The inaugural schedule also brings, for the first time, one-stop/no change-of-plane service between Atlanta and Dallas' Love Field on Southwest Airlines.

In a first step toward blending frequent flyer programs, Kelly announced top-tier members of both carriers' frequent flyer loyalty programs -- A-List Members of Southwest's All New Rapid Rewards and elite A+ Members of AirTran's A+ Rewards -- will enjoy some, limited reciprocal benefits when flying on either carrier beginning today.

A-List benefits include extra Rapid Reward points, Priority Boarding, access to priority security lanes, and more. On the flip side, Southwest A-List and A-List Preferred Members booking on AirTran will get Free Business Class upgrades, no baggage fees, and all other benefits that AirTran's elite Members enjoy.

Southwest Airlines is the nation's largest carrier in terms of originating domestic passengers boarded and has acquired AirTran Airways, now a wholly owned subsidiary of Southwest Airlines Co. With the addition of Atlanta, Southwest will serve 73 cities in 38 states.