Morris Air Is Starting To See Things On Its RadarSandra D. Atchison
June M. Morris has a plan. The chief executive of tiny Morris Air Service in Salt Lake City is offering passengers rock-bottom fares with minimal in-flight service to 27 Western cities. The flights are mainly short-haul, and the only way to get a ticket is to have your travel agent call the airline, or call Morris Air yourself. Sound familiar? It's a chapter out of the book written by Southwest Airlines Co., which has used a similar formula to become the only consistently profitable carrier in the U.S. "We're modeling ourselves after Southwest," says Morris. "Like them, we have one type of aircraft and short-haul routes."
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