Southwest Airlines reflects on historic 10-minute turnaround strategy

“We can, and we will,” was the rallying cry from Bill Franklin. It became a do-or-die situation, as Franklin told his crew, "You guys are either going to turn these airplanes in 10 minutes or I'm going to fire every single one of you, and I'm going to hire a whole new crew that's willing to work and turn these airplanes in 10 minutes."

This plan turned out to be a success and changed how the airline operated, ensuring profitability returned within a year. Although Franklin passed away in 2015, his legacy continues in the operational model of Southwest.

In recent years, Southwest Airlines has grown steadily, maintaining low-cost operations despite challenges such as delays in deliveries of new Boeing 737 Max aircraft. At the Investor Day in late 2024, CEO Robert E. Jordan shared: “Our plan is detailed, actionable, and highly intentional... We are fully committed to delivering the robust set of tactical and strategic initiatives we presented and restoring the financial prosperity that our plan supports and that Southwest and our shareholders expect.”

Current strategies to enhance operational efficiency include reducing turnaround times, introducing overnight flights, doubling down on point-to-point routes, and implementing assigned seating. This move to assigned seating was driven by customer preferences, as the company found 80% of current and 86% of potential customers preferred allocated seats. Robert E. Jordan remarked on this change: "Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company... our thoughtful and extensive research makes it clear this is the right choice - at the right time - for our Customers, our People, and our Shareholders."

While modern aviation practices make the 10-minute turnaround an unlikely reality today, the endeavor's spirit continues to shape the operational ethos of Southwest Airlines. Reduced turnaround times remain integral to efficiency and operational goals in a competitive low-cost market.

Despite the challenges, Southwest Airlines continues to innovate, recently announcing plan reductions in turnaround times and new flight schedules to enhance service at various airports. This history of resilience and innovation has cemented Southwest's position as a market leader.