Southwest Airlines has announced a complete revamping of its Rapid Rewards loyalty program, effective March 1, 2011. What has long been considered the most lucrative of all frequent traveler programs is slated to switch from a points earned per flight to a points earned per fare, and fare category purchased. Point redemptions will be handled in an identical fashion. The new program will have no blackout dates or seat restrictions. For travelers who are currently members of the Rapid Rewards program, existing points will be converted to credits with each point being worth 1,200 points.
Rather than all passengers receiving the same single point for each flight flown, travelers will effective March 1 receive the value of their ticket purchased, whether it be a webfare, ‘Wanna Get Away’ fare or ‘Business Select’ fare. The lowest webfares will be valued at the price x 2, ‘Wanna Get Away’ the price x 10 and ‘Business Select’ the price x 12. For example, a $99 webfare will receive 198 points while a $249 Wanna Get Away fare will receive 2,490 for the same flight. It will take 19,200 points to earn a free ticket.
The new program will continue to offer points for use of the Southwest Airlines Rapid Rewards Premier credit card from Chase, car rentals, hotel stays, cruises and dining at Rapids Rewards Dining restaurants. Points do not expire unless a Rapid Rewards member goes 24 months without activity on his or her account.