U.S., March 19 -- Allegiant is based in Las Vegas, but it has never relied upon the notion of "luck" as part of its business strategy. The airline was born in 1997 and immediately challenged all the rules of how to start an airline.

Allegiant maintains its industry leading margins by distancing itself from competitors, and by being very different from everyone else. This distinctive style includes innovative ways to generate ancillary revenue:

* Allegiant's Sunseeker Resort development in Florida is projected to contribute ancillary revenue in excess of $6 per passenger on a systemwide basis.

* The carrier's new family entertainment centers allow it to build deeper customer relationships and capture more leisure spending within Allegia...