Over the course of our history, our Company has welcomed several new Family Members, with AirTran Airways being the most recent. In 1994, a similar integration took place when Morris Air of Salt Lake City became part of the Southwest system. With the addition of Morris Air, Southwest was able to enter 20 new markets in seven states. This represented the largest growth of its kind in our Company’s 22-year history.
Morris Air originally started as a charter airline in 1984 and was founded by travel agency owner June Morris. The travel agency (Morris Travel) saw tremendous growth in the 1970s in the wake of airline deregulation, as the airlines were able to slash fares and make deals with high volume travel agencies. Morris saw an opportunity to enter the leisure travel market as a charter flight operator. Doing business as Morris Air Service, the first charter flight was from Salt Lake City to Hawaii. The company quickly expanded to 14 flights a week to six destinations such as Seattle, Los Angeles, Portland, and Anchorage. At a time when the cost of air travel in the region started to soar, Morris helped keep airfare in check. An example of this was the Anchorage–Seattle Market, where other carriers’ fares ranged between $418 and $741. Morris’ highest fare was $399 for a walk-up ticket.