Southwest Airlines has just upended its Rapid Rewards frequent flyer program, blindsiding customers with a sweeping devaluation of its points-earning structure—without a single warning.
Effective immediately, the airline has slashed the number of points earned on its lowest fare categories, fundamentally changing the value proposition for many loyal flyers.
In an industry first, Southwest made these dramatic changes overnight, with no advance notice to customers. As first reported by View from the Wing, the airline has cut the points earned on its cheapest fares by as much as 67 percent, while modestly increasing earnings for its most expensive fare class.
The abruptness and severity of the change have left many frequent flyers frustrated, particularly given Southwest’s history of clear communication around past loyalty program adjustments.
Here’s how the new Rapid Rewards earning system breaks down:
For example, an A-List Preferred member who once earned 12x points per dollar on a Wanna Get Away fare will now earn just 4x points per dollar—a severe devaluation.
To make matters worse, Southwest is not honoring previous points-earning structures for tickets already purchased. This means that travelers who booked flights expecting a certain level of Rapid Rewards earnings will now receive significantly fewer points than they originally planned for.
This retroactive approach is highly unusual in the airline industry, where loyalty program changes typically come with months of advance notice.
businesstravelerusa.com
Delta is a better product at about the same price anyway. Bye bye, Southwest.
Effective immediately, the airline has slashed the number of points earned on its lowest fare categories, fundamentally changing the value proposition for many loyal flyers.
In an industry first, Southwest made these dramatic changes overnight, with no advance notice to customers. As first reported by View from the Wing, the airline has cut the points earned on its cheapest fares by as much as 67 percent, while modestly increasing earnings for its most expensive fare class.
The abruptness and severity of the change have left many frequent flyers frustrated, particularly given Southwest’s history of clear communication around past loyalty program adjustments.
Here’s how the new Rapid Rewards earning system breaks down:
- Wanna Get Away fares: Reduced from 6x points per dollar to 2x points per dollar (-67 percent)
- Wanna Get Away Plus fares: Reduced from 8x points per dollar to 6x points per dollar (-25 percent)
- Anytime fares: Unchanged at 10x points per dollar
- Business Select fares: Increased from 12x points per dollar to 14x points per dollar (+17 percent)
For example, an A-List Preferred member who once earned 12x points per dollar on a Wanna Get Away fare will now earn just 4x points per dollar—a severe devaluation.
To make matters worse, Southwest is not honoring previous points-earning structures for tickets already purchased. This means that travelers who booked flights expecting a certain level of Rapid Rewards earnings will now receive significantly fewer points than they originally planned for.
This retroactive approach is highly unusual in the airline industry, where loyalty program changes typically come with months of advance notice.
Southwest Shocks Customers with Drastic Changes to Rapid Rewards - Business Traveler USA
Southwest has slashed Rapid Rewards earnings on lower fares by up to 67 percent, leaving loyal customers outraged and blindsided.
businesstravelerusa.com
Delta is a better product at about the same price anyway. Bye bye, Southwest.
