Southwest CEO says 'we'll get it done' on turnaround plan, sees 'very strong' holiday demand

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Southwest (LUV) CEO Bob Jordan is “all about execution” on the airline’s turnaround after surviving a bitter battle with activist investor Elliott Investment Management.

“It’s all eyes forward,” Jordan shared on Morning Brief while emphasizing his confidence in rebuilding the struggling airliner.

“This is probably the most significant transformation in our history because we're changing very fundamental things … we’ll get it done,” Jordan said.

Southwest’s deal with Elliott, reached earlier this month, secures Jordan’s spot at the top and includes the appointment of six directors to the airline’s board, five of whom were proposed by Elliott. The new additions include two industry veterans, former Virgin America CEO David Cush and former WestJet CEO Gregg Saretsky.

Pressure is mounting on Jordan — who started his career with Southwest in the late 1980s and has been at the helm since February 2022 — to deliver improved results in a timely manner. The stock is up just 4.9% year to date and has declined 14% over the past two years, underperforming many of its competitors and the broader market.

But Jordan is betting that the airline’s "transformational plan," laid out last month, will show up on the balance sheet. The strategy includes ways to increase efficiency and lower costs, plus plans to boost revenue and increase loyalty through assigned seats and premium bookings — a move that marks an end to practices that long set Southwest apart from its rivals.

The airline projects its initiatives will generate an additional $1.5 billion in earnings before interest and taxes next year and reach $4 billion by 2027.

On the airline’s third quarter earnings call, Jordan highlighted early progress on the turnaround plan, telling analysts, "All actions to achieve those goals are well underway and progressing as planned."

Though Jordan is optimistic about progress to come, Citi analyst Stephen Trent is urging patience, something shareholders may have a tough time coming to grips with.

“We need at least a couple of quarters to see what kind of forward progress the carrier is making … The things that they proposed during their Investor Day take time,” Trent warned.

Just how much time is the multibillion-dollar question.

FILE PHOTO: A Southwest commercial airliner takes off from Las Vegas International Airport in Las Vegas, Nevada, U.S., February 8, 2024.  REUTERS/Mike Blake/File Photo
A Southwest commercial airliner takes off from Las Vegas International Airport in Las Vegas, Nev. on Feb. 8, 2024. REUTERS/Mike Blake/File Photo · Reuters / Reuters

The new board appointments, effective Nov. 1, signal a new beginning for Southwest. Despite contentious negotiations, during which Elliott pushed for Jordan’s ouster, Jordan told Yahoo Finance he and the new board members are “totally aligned” on the company’s forward vision.

“At the end of the day, you want the board to challenge you, and you want the board to make Southwest Airlines an even better company … We have a great plan and we are all looking forward to executing that plan,” Jordan told Yahoo Finance.