Southwest updated its boarding procedure in 2007. Passengers are now assigned a boarding letter and a number that assigns them a specific place in line. 30 Select fare increases aligned with continuous cost-cutting policies resulted in the year-end revenue of $9.8 billion and $645 million in profits. 31
In November 2008, Southwest purchased one of its main competitors, ATA Airlines, which allowed it to obtain boarding slots at New York's LaGuardia Airport.32 Acquiring ATA has the potential to provide Southwest with means to connect to foreign destinations. Southwest also partnered with West Jet Airlines, a low-cost carrier, to synch flights between Canada and the United States.
Southwest followed other carrers in early 2069 by increasing fare prices $10 per leg in the domestic market and up to $40 per leg for international routes.33
Southwest's technological innovations, procedure changes, price increases, and recent acquisitions are attempts to overcome the looming challenges in the air- line industry.