2. $0
$10
$20
$30
$40
$50
$60
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
Feb-16
Close Price Current Price Target Price
Executive Summary
2
Market Profile (as of 02/04/2016)
Closing Price: $37.54
52-Week High-Low: $31.36 / $51.34
Diluted Shares Out. : 679.55 M
Average Volume (6M): 8.44 M
Market Cap: $ 22.78 B
LTMDividend Yield: 0.76%
Short Interest (%) Float: 3.77%
Beta: 1.11
EV/EBITDAR*: 5.0 x
P/E*: 12.7 x
Institutional Holders: 82.94%
Insider Holdings: 0.28%
NYSE: LUV Recommendation: HOLD
Industry: Airlines Current Price: $37.54
Sector: Transportation Target Price: $34.53 (8% Downside)
LUV $34.53
LUV $37.54
Investment Themes:
Low Cost, No Frill Approach
Conservative Operating Philosophy
Declining Competitive Advantage
Strained Employee Relations
*Multiples adjusted for Operating Leases
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
3. 3
Employee Relations
Cost Structure
A B
C D
E F FC
E
D
B G
A
Low Cost
Structure
Point to
Point
Each route serves
a single city-pair
Higher aircraft
utilization and
turnaround times
Hub and
Spoke
Hub connections
significantly
increase CASM
Routes are
interdependent
for connecting
passengers
Vs.
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
Historical Competitive Advantage
The Southwest Effect
Traffic Demand In New Markets
Average Fares in New Markets
Low Fares Brand Image
4. 4
Executive Council * denotes company tenure
Gary C. Kelly
Chairman of the
Board, CEO
Tammy Romo
EVP/Chief
Financial Officer
Robert E. Jordan
EVP/Chief
Commercial
Officer
Michael G. Van deVen
EVP/Chief
Operating Officer
Jeff Lamb
EVP of Corporate
Services
Mark R. Shaw
SVP Gen. Counsel,
Corporate Secretary
Thomas M. Nealon
EVP Strategy &
Innovation
29
12
0
24
28
11
15
*
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
“Your people come first, and if you treat them right, they’ll treat the customers right.”
- Herb Kelleher, Founder of Southwest Airlines
5. Major Markets, Pre-AirTran Acquisition (2011)
5
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
6. Major Markets,After AirTran Acquisition (2014)
6
ATLANTA
PARADISE ISLAND
BERMUDA
CHARLOTTE
MEMPHIS
BRANSON
WICHITA
GRAND
RAPIDS
FLINT
RICHMOND
ROCHESTER
PENSACOLA
PORTLAND
CABO SAN LUCAS
MEXICO CITY
CANCÚN
MONTEGO BAY
ARUBA
PUNTA CANA
SAN JUAN
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
7. Major Markets,After Wright Amendment Repeal (2014)
7
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
11. Evolving Structures
11
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2001 2003 2005 2007 2009 2011 2013 2015
Operating Cost Structure
Wages Fuel Other Costs
The industry dynamics have changed substantially since the Deregulation Act
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
0%
5%
10%
15%
20%
25%
30%
35%
40%
1998 2000 2002 2004 2006 2008 2010 2012 2014
Streamlined Labor Costs % of Revenue
Labor Other Costs
12. Current Dynamics
12
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
$0
$20
$40
$60
$80
$100
$120
-1.0 M
-0.5 M
0.0 M
0.5 M
1.0 M
1.5 M
2.0 M
2.5 M
3.0 M
Supply-Demand Spread (mbpd) WTI Spot Price
Supply Imbalance vs Crude Oil
Fuel tailwinds have created ROIC levels above WACC
44% Jet fuel price per gallon
Oil Supply Surplus
Global energy demand
Alleviate debt obligations
Increase shareholder returns
13. Macroeconomic Drivers
13
-4%
-3%
-2%
-1%
0%
1%
2%
3%
4%
5%
6%
1986 1991 1996 2001 2006 2011 2016
0
10
20
30
40
50
60
70
Contracting PMI levels
PMI Index Real GDP YoY
0 B
10,000 B
20,000 B
30,000 B
40,000 B
50,000 B
60,000 B
70,000 B
80,000 B
90,000 B
0 B 500 B 1,000 B 1,500 B 2,000 B 2,500 B
Corporate Earnings vs AirlineTraffic
Correlation = 84%
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
PMI Non-PMI Corp. Earnings Traffic
*78% *84%*80%
* Denotes correlation
14. Industry Drivers
14
-10%
-5%
0%
5%
10%
15%
20%
2010 2011 2012 2013 2014 2015
Yield
Legacy LCC's ULCC's
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
03/06 10/07 05/09 12/10 07/12 02/14 09/15
Passenger Revenue per Available Seat Mile
PRASM Fuel Cost pASM Labor Cost pASM
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
Short-term industry yields are expected to stabilize
Yield = Passenger Revenue/Revenue Passenger Mile
18. Cost – Efficiency Analysis
18
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
0%
2%
4%
6%
8%
10%
12%
14%
2011 2012 2013 2014 2015
Late Arrival Ratio
Southwest* Industry*
∆ = 34%
-60% -40% -20% 0% 20% 40%
Legacy
LCC's
ULCC's
Industry
Industry's CASM Ex-fuel compared to LUV
09/2015 12/2009
∆ = -19%
∆ = -15%
∆ = -8%
∆ = -11%
“Not only has the world changed, but our relative position within the industry on costs has changed.”
- Gary Kelly, CEO of Southwest Airlines
19. 19
5 Union Work Groups
Current Negotiations:
Employees
Representing
55.8%
43%
57%
Labor Costs % Operating Expenses
Labor Expenses Other Expenses
83%
17%
Percent of Workers Unionized
Unionized Non-Unionized
Labor Cost Uncertainty
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
20. Fading Competitive Advantage
20
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
LUV no longer remains a low cost leader
LUV
Other
LCC’s
Legacy
Cost
QualityofService
Other
LCC’s
LUV
Legacy
Cost
QualityofService
ULCC’s
ULCC’s
Cost
This graph is illustrative purposes
22. 22
Capital Structure Analysis
NM
2.0 x
4.0 x
6.0 x
8.0 x
10.0 x
12.0 x
Total Debt/EBITDAR
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
Conservative Operating Philosophy
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
FY05A FY07A FY09A FY11A FY13A FY15A FY17E
Historical Debt to Capital
As reported Adjusted
28. 28
RelativeValuation
North American
Airlines
Market Cap >1.5B
Revenue >1.5B
Screening
Criteria
Comparable Valuation
Multiple Turn Price
2016E EBITDAR: 4.4 x $30.47
2017E EBITDAR: 4.5 x $26.64
Normalized P/E Valuation
Comparable P/E: 24.7 x
Normalized EPS (LUV): 1.37$
Implied Price (LUV): 33.84$
0.0 x
5.0 x
10.0 x
15.0 x
20.0 x
25.0 x
Historical LUV EV/EBITDAR
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
29. Valuation Summary
29
$45 - $55 - $65 Brent
+6.5% SPE
$55 - $65 - $75 Brent
+7.6% SPE
Consensus Team Analysis
Adjust for Operating Leases (BOTH
LUV and Peers)
Add back full Operating Lease
Expenses (Aircraft + Facility + Others)
Integrate the impacts of labor contracts
Cycle-average EV/EBITDAR, normalized
P/E
(Some) Adjust for Operating Leases
Add back only Aircraft Rentals
Wait for new contract releases and
then revise investment thesis
DCF Analysis
$38.81
(50%)
RelativeValuation
$30.24
(50%)
Target Price
$34.53
(8% Downside)
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
30. 30
High
OR1
OR2 MR2
MR3 MR1
OR3 UCLow
Low Medium High
Impact
Medium
Probability
Legend
OR1: Operational Risk – MR1: Market Risk – Economic Uncertainty
Balancing Employee Compensation MR2: Market Risk – Commodity PriceVolatility
UC: Uncertain Catastrophes
Risk Analysis
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
31. 31
Market Risk
30
35
40
45
50
55
60
65
Manufacturing PMI vs Non-Manufacturing PMI
NAPMPMI Index NAPMNMI Index
Investment Highlights Company Overview Industry Analysis Financial Analysis Valuation Risk Analysis Conclusion
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
$3.5
2000 2003 2006 2009 2012 2015
Economic Fuel Price vs Market Price
Carrier 2015 2016 Comments
Southwest 40% 20% Most heavily hedged (65% through 2017)
Delta 40% 5% Owns refinary to offset flucuations
American 0% 0% Does not hedge
United 22% 35% Opportunity to gain philosophy
Alaskan 42% 33% Uses call options as insurance
JetBlue 17% 0% Opportunity to gain philosophy
Virgin 27% 0% Hedged 31% H1' 16
Spirit 35% 0% No hedging target
Allegiant Air 0% 0% Does not hedge