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 70 points per dollar.
According to Monday’s press release, Southwest explained why it made the change in its Rapid Rewards program.
“Rapid Rewards will continue to provide industry-leading benefits that you enjoy today—including unlimited reward seats, no blackout dates, and points that don’t expire,” the press release said. “We hope you understand that in order to continue providing these benefits, we must make changes to the Rapid Rewards Program from time to time.”
Southwest Airlines spokesman Brad Hawkins told Loyalty 360 that a “consistent dialogue with our customers is a part of any change we institute, whether answering a direct request or by modifying a product or offering to give it more value.”
Hawkins said Southwest is giving customers more than six months’ notice of this modification in the Rapid Rewards loyalty program. He said the modification is to “adapt to changes in market conditions while allowing us to maintain the most flexible and most rewarding frequent flyer program among all major airlines.”
The change in redemption rates for the Wanna Get Away award level seats begins for travel booked on or after March 31, 2014. All other reward levels -- Anytime and Business Select – remain the same. What’s more, the number of points per dollar earned while flying on every ticket type remains the same.
“We continue to evolve Rapid Rewards to offer our Members more benefits, additional ways to earn and use points, and more available seats than any other airline,” Hawkins said. “We’re making this adjustment to just one category of available awards in light of changing conditions in the market place.”
Rapid Rewards Members enjoy industry-leading loyalty benefits including unlimited reward seats, no blackout dates, and points that don't expire.