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Southwest unveils new frequent flier program
by Anter Prakash Singh - January 7, 2011 - comments
The highlight of the new program is that there will be no blackout dates and the points will be usable for any type of seat.
Southwest Airlines has announced a revamped frequent flier program. The new system which will come into effect from March, 1 will award credit points according to the price of ticket.
Unlike the present system, the new Rapid Rewards program will not award points on the number of flights travelers take, and these points will not expire.
Moreover these points can be used for international flights, hotel stays, cruises, car rentals and other items.
The Dallas based airlines said that the new program is aimed at generating more revenue. Southwest Airlines' chief executive, Gary Kelly, hopes that the revamped program would be able to “add hundreds of millions of dollars in revenue annually.”
The airline, which is known for its low cost domestic flights, has recently acquired Airtran Airways at the price of $1.4 billion.
New move to attract more passengers
Industry experts say the new move will attract new customers, especially the business class travelers who usually book tickets at the last moment and consequently have to pay higher rate for the tickets.
The highlight of the new program is that there will be no blackout dates and the points will be usable for any type of seat.
Under the present system, one point is given for one flight whether it is a short trip or coast to coast travel, but the new system will give points on the basis of the type of travel undertaken, like Business Select, Anytime or Wanna Getaway.
However, there are some drawbacks too in the new program. For one, it is quite complicated, secondly it will reward big spenders with more points in contrast to the present system which awards points on the basis of flights regardless of the fair paid.
Highlights of new program
Whereas in the present system, passengers have to undertake 16 flights in two years to get a free ticket, the new system won’t let the points expire if the account shows any earning activity within the last two year.
Members will have the option to purchase points also.
Under the present system, one point is given for one flight whether it is a short trip or coast to coast travel, but the new system will give points on the basis of the type of travel undertaken, like Business Select, Anytime or Wanna Getaway.
The customers can also get points for traveling with the partners of the airline. More details of the revamped program can be obtained from the website of the airline, www.southwest.com.
Some details are yet not clear such as how the points earned before the implementation will work with points accrued after the introduction of new system in March.
Chris Mainz, spokesman for Southwest, said that the revamped system will offer more control and flexibility to the fliers.
“We had a great program but it had its limitations,” said Mainz on Thursday.