- Apr 30, 2006
- Total Time
Southwest will roll out a significant revamp of its Rapids Rewards frequent-flier program sometime next year. The airline had originally planned to unveil its Rapid Rewards remake sometime this year, according to The Dallas Morning News. The paper says "the carrier has been touting an overhaul of Rapid Rewards for a couple of years, part of Southwest's efforts to attract more higher-fare business travelers. “
Southwest executive president Bob Jordan is quoted by the Morning News as saying he expects the changes to come "late next year. … I'm not going to tell you what's in it, but there's going to be a lot of benefits in terms of flexibility," he adds to the paper.
The Morning News describes Southwest's looming Rapid Rewards overhaul as part of the company’s efforts to "raise more money from customers without putting fees on services they were already getting, like checked bags," though the report did not offer any specific changes that might be in the works. The paper says more then 6% of Southwest’s revenue passengers in 2008 flew on frequent-flier award tickets.
Currently, Southwest supporters laud the airline's frequent-flier program as one of the easiest in the industry for both earning and redeeming award points. Given that, expect any changes that Southwest eventually makes to the Rapid Rewards program to be closely scrutinized for the impact the carrier's frequent fliers.