June 30, 2013

Allegiant Air a small wonder of airline world

Rather than compete with major carriers, the airline uses its marketing muscles to convince people in small cities, like Bangor, to fly to sunny vacation spots.

By SCOTT MAYEROWITZ The Associated Press

LAS VEGAS - There are no sure things in this city -- with one exception: Allegiant Air.

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An Allegiant Air jetliner flies by the Luxor Resort & Casino after taking off from McCarran International Airport in Las Vegas. While other U.S. airlines have struggled with the ups and downs of the economy and fuel prices, tiny Allegiant Air has been profitable for 10 straight years.

Photos by The Associated Press

Chris Killian
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Allegiant Air flight attendant Chris Killian prepares passengers for the flight from Las Vegas to Laredo, Texas. The airline has low fares but tacks on many fees.

Additional Photos Below


Among Allegiant Air's 87 destinations:

Allentown Pa.; Bangor, Maine; Bentonville, Ark.; Boise, Idaho; Bozeman, Mont.; Casper, Wyo.; Cedar Rapids, Iowa; Duluth, Minn.; Elmira, N.Y.; Eugene, Ore.; Grand Forks, N.D.; Great Falls, Mont.; Greens- boro, N.D.; Huntington, W.Va.; Knoxville, Tenn.; Lansing, Mich.; Laredo, Texas; Maui, Hawaii; McAllen, Texas; Moline, Ill.; Monterey, Calif.; Newport News, Va.; Niagara Falls, N.Y.; Ogden, Utah; Punta Gorda, Fla.; Rapid City, S.D.; Shreveport, La.; Toledo, Ohio; Wichita, Kan.; Youngstown, Ohio.

While other U.S. airlines have struggled over the past decade from the ups and downs of the economy and the price of jet fuel, Allegiant has been profitable for 10 straight years.

The tiny airline focuses on a niche ignored by other airlines: It only flies from small cities to sunny vacation spots.

Allegiant entices people who otherwise wouldn't fly with low fares and nonstop flights. Then it aggressively pitches them hotels, rental cars, show tickets and other entertainment, earning millions in commissions.

Passengers face fees for almost every service and amenity imaginable. At Allegiant, fees for checked baggage and changing an itinerary -- which are common on many airlines -- are just the beginning.

The Las Vegas-based airline charges extra to book flights online, or to use a credit card. Selecting a seat in advance costs $5 to $75 each way, depending on the length of a flight. Even a bottle of water costs $2.

Flying Allegiant isn't glamorous. While other airlines tout new aircraft with Wi-Fi and TVs in every seat, Allegiant buys old planes to avoid hefty aircraft loans. And to pack in as many passengers as possible, its seats don't recline. But for small-town Americans with limited flight options, these inconveniences are worth it for a few days of sunshine.

"They could be the worst airline in the world and we'd fly them because we want to go to Vegas," said Tom Mayo of Cedar Rapids, Iowa, who recently flew there with his family. "It's our only option."

Allegiant offers nonstop service from places like Owensboro, Ky., Casper, Wyo., and Appleton, Wis., to popular destinations in Nevada, Florida, Hawaii and Arizona. These may not be the most coveted routes in the airline business, but that is precisely why Allegiant likes them.

Only 17 of Allegiant's 203 routes are flown nonstop by another airline.

"Typically, the best way to make money is not to compete with somebody," said Andrew C. Levy, president of Allegiant Travel Co., who sits in a cubicle next to the rest of his staff.

Rather than battle major carriers for customers on routes between major cities, Allegiant uses its marketing muscles to convince people in small towns to fly away for a vacation.

"Allegiant tends to bring people into the airport who wouldn't normally fly," said Tim Bradshaw, director of the Eastern Iowa Airport in Cedar Rapids. "It brings people off the couch."

Last year, 7 million passengers took a flight on Allegiant. That is a sliver of the 642 million people who took a domestic flight last year. But Allegiant earned a whopping $11.22 each way from those passengers. On average, the airline industry earned 37 cents each way, per passenger, according to Airlines for America, the industry's lobbying group. Southwest Airlines, one of the industry's most profitable carriers, made $3.85 per passenger last year.

Allegiant is ruthless about keeping its costs down. Its employees are some of the lowest paid in the industry, in some cases making $20 an hour less than colleagues at other airlines. It pays cash for airplanes nearly twice as old as everyone else. It only sells directly to vacationers, refusing to pay Expedia, Orbitz or other sites to list its flights.

And if you have a question, it will cost you: the airline doesn't have a toll-free number.

Like some other budget airlines, Allegiant advertises extremely low base fares and then tacks on numerous fees. A roundtrip ticket with Allegiant costs $195, on average. But passengers pay an additional $83 in fees -- or 30 percent of the total cost of flying.

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Additional Photos

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A ground worker guides an incoming Allegiant Air jet at McCarran International Airport in Las Vegas. Allegiant promotes its destinations, rather than itself, to those who seldom fly.


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