Southwest Airlines Expands to Californias Wine Country Airport

Southwest Airlines is set to enhance its presence in California by adding a new destination: the Charles M. Schulz–Sonoma County Airport (STS) in Santa Rosa. This new service will commence on April 7, marking a significant development in the competitive airline landscape of the Golden State.

Starting in April, Southwest will operate four routes from Santa Rosa, providing daily flights to San Diego and Las Vegas. Additionally, flights to Burbank will run five times a week, while the Denver route will be available on Saturdays only. This expansion comes at a time when competition among airlines in California is intensifying, particularly with Alaska Airlines’ rapid growth in the region.

Located approximately 60 miles north of San Francisco, STS is nestled in Sonoma County, adjacent to Napa County—two of the most renowned wine regions in California. The introduction of Southwest Airlines will bring the total number of carriers at Santa Rosa to three. Currently, Alaska Airlines is the leading airline at STS, operating eight routes, while American Airlines provides two.

With Santa Rosa becoming Southwest’s 14th destination in California, the airline continues to solidify its strong foothold in the state. However, it faces mounting competition, especially from Alaska Airlines, which has been expanding its operations in San Diego and filling the gap left by the budget carrier Avelo at Burbank.

The competitive dynamics at STS intensified in April 2021 with the entry of Avelo Airlines, which initially offered up to eight routes from the airport. This prompted a response from various airlines, including Alaska Airlines. However, Avelo announced in July that it would cease its entire West Coast operations, leading to a reshuffling of routes among competitors, including those at STS and Hollywood Burbank Airport (BUR).

Southwest Airlines is now stepping in to fill two routes previously served by Avelo: Las Vegas and Burbank. This move positions Southwest to compete directly with Alaska Airlines on both routes, as well as in the rapidly growing San Diego market.

In announcing the addition of STS, Andrew Watterson, Southwest’s Chief Operating Officer, emphasized the airline’s commitment to California and the importance of providing access to the state’s famous Wine Country. “Adding Charles M. Schulz Sonoma County Airport to our route map provides more access to California’s famed Wine Country for our Customers and further solidifies our yearslong commitment to California,” he stated.

Southwest Airlines also highlighted its leadership in the California aviation market, noting that it offers more intra-California service than any other airline, excluding regional carriers. The airline leads in available seats, daily departures, and passenger numbers in the state, although excluding regional affiliates from competitors does understate their market share.

The addition of STS is part of a broader expansion strategy for Southwest Airlines. This year, the airline has announced four new destinations, marking a significant shift after a four-year hiatus on adding new locations. Alongside Santa Rosa, Southwest will also introduce services to Knoxville, Tennessee; St. Thomas in the United States Virgin Islands; and St. Maarten in the Caribbean.

As Southwest continues to grow, there is speculation about additional new destinations on the horizon. The airline has hinted at further expansions, stating its intention to “moor another new destination to its route map soon.”

As Southwest Airlines enters the Santa Rosa market, it remains to be seen how competitors will react to this new development. Travelers looking for convenient access to California’s wine regions will undoubtedly welcome the added flight options, making it easier to explore the stunning landscapes and world-class wineries that this area has to offer.

In summary, Southwest Airlines’ expansion to Santa Rosa’s Charles M. Schulz–Sonoma County Airport not only enhances travel options for those seeking to visit California’s wine country but also intensifies the competition among airlines in the region. With its commitment to providing accessible and affordable travel, Southwest continues to be a key player in California’s aviation market.