Southwest Airlines Listens to Its Customers and Makes Changes in Rapid Rewards Loyalty Program

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Southwest Airlines announced changes to its Rapid Rewards customer loyalty program this week that will take effect in April 2014. According to an emailed press release, award travel booked on or after March 31, 2014, in the most-popular ‘Wanna Get Away fare class will require an additional 10 points per dollar. Currently, Rapid Rewards members can redeem accumulated points on a dollars-spent basis with the airline. The current rate for award flights is 60 points per dollar. On or after March 31, 2014, the points required will be....

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