Hello, this is Jane Allen with an Update for December 17, 2004.
November's Marketrak results are in and our definite intent to repurchase (DIR) is on track with our fourth-quarter Success Sharing goal. Despite record-high load factors throughout the month, nearly 40 percent - 39 and a half percent to be exact - of our most frequent fliers told us that they would definitely choose United for their next flight. This is slightly above October's rating, and we remain above our fourth-quarter Success Sharing goal.
Our overall flight attendant rating decreased 2.2 points from October to November. However, at 59.7, this is the highest November rating we have achieved since 1999. We're significantly above both our fourth quarter and annual goals.
Our overall meal rating, while slightly lower than October, is the highest rated November since 1999. Despite this slight decline, we remain above our fourth-quarter goal and, above our annual goal. Thanks to all of you who worked hard and focused on caring for customers during this very busy month.
I don't need to tell you that United is focused on cost-savings and revenue opportunities that will improve our financial performance and help us exit bankruptcy. This is why we continue to examine all aspects of our business and make the changes necessary to ensure our success. So we will implement a change in the New Year that will allow us to take advantage of a revenue opportunity while remaining aligned with the competition.
Beginning January 6, United will charge five dollars for alcoholic beverages on all United-operated flights in the Atlantic, Mexico, Central and South America and Caribbean markets. We expect to generate millions of dollars in revenue as a result of this change.
Competitively, United and Northwest are the only U.S. carriers in these international markets that currently do not charge for alcoholic beverages in economy-class cabins. And we will remain competitive in the Asia market by continuing to provide customers with complimentary alcoholic beverages.
This is yet another step toward creating a cost and revenue structure that will allow us to emerge from Chapter 11 as a successful and sustainable company that provides competitive jobs and benefits to our employees over the long term, and competitive, quality service to our customers. There's information about this in the November 29 edition of Onboard Updates and there will be a NewsReal article next week.
Finally, I want to congratulate Los Angeles-based flight attendant Ron Akana on his 55th anniversary with United last week. Ron officially joined United on December 16, 1949, as a Dining Service Helper. Upon completion of his training, he became one of the original Honolulu Cabin Service Stewards.
For the Akanas, a commitment to service excellence and to United is truly a family affair. Ron married his wife Betsy, a former Honolulu-based flight attendant in 1963. It was the first marriage at United between a steward and stewardess. Their daughter Jean, a Denver-based flight attendant, continues the family tradition. Ron, I know you plan to continue your flying career for years to come and I know our customers look forward to seeing you onboard. On behalf of Onboard Service and our company, thank you for more than five decades of loyalty and service excellence.
That's all for today. Fly safe, take care of each other and our customers. I'll talk with you next week.