FLYERS are bracing for yet another shake-up at Southwest Airlines just weeks after a major perk vanished.
The carrier has begun sending surveys to Rapid Rewards members, prompting fears that one of its most beloved benefits could be on the chopping block.
Southwest Airlines says it’s not changing its loyalty program, for now (stock image)[/caption]
Passengers worry the airline is slowly chipping away at its most valued perks (stock image)[/caption]
Some travelers say they have spotted signs that a key feature of the loyalty program might soon be restricted or tied to a new elite tier system.
Southwest insists that no changes are underway, at least for now.
“There is no work underway to change our industry leading loyalty program, including Companion Pass,” a spokesperson told Parade.
The reassurance comes amid mounting anxiety over a potential revamp of the airline’s Rapid Rewards structure.
A survey shared with select members asked about a possible four- to five-tiered system that would limit Companion Pass access to only the top levels, according to View From the Wing.
The pass currently allows one person to fly free, minus taxes and fees, with a Rapid Rewards member, even on reward bookings, with no elite status required.
The perk is widely seen as one of the most accessible and generous in the airline industry.
Frequent flyer Kristy Hanks Strickland said in a Facebook group that her husband is A-List Preferred and they have used the Companion Pass for six years.
She shared that her survey mentioned only the highest-tier members would retain full Companion Pass booking access.
“They are so going to start making us pay for every little thing,” she wrote.
“And if in St. Louis you are so F******, we have no other options here.”
One version of the survey she received suggested top-tier spenders with high mileage could receive multiple companion seat benefits.
Southwest responded to the backlash by saying customer surveys are a routine part of their research process.
“We regularly conduct surveys and collect insights to guide our decisions,” a spokesperson told Chron.
Southwest’s recent changes
- Baggage fees introduced – For the first time in over 50 years, Southwest will start charging passengers for checked bags. This applies to tickets purchased on or after May 28, except for top-tier fare classes, certain credit card holders, and elite frequent flyers.
- New economy fare – Southwest will launch a basic economy fare, similar to competitors, offering lower-priced tickets with fewer perks.
- Rapid Rewards changes – Frequent flyer miles will now be based on how much customers spend, rather than the number of flights taken. Flight redemption rates will also shift to a dynamic pricing model, meaning they’ll cost more during peak times.
- Flight credit expiry – Flight credits for tickets purchased after May 28 will expire after one year, or sooner, depending on the ticket type.
- Layoffs and cost cuts – Southwest recently announced its first mass layoffs, cutting 1,750 corporate jobs, about 15% of its headquarters staff, to reduce costs.
- End of open seating – In July 2024, Southwest announced plans to ditch its open seating policy, a core part of its brand for over 50 years, and move to assigned seating with premium options for extra legroom.
- Executive shakeups – The airline parted ways with its chief transformation officer Ryan Green, who warned against baggage fees. It also replaced its long-time finance chief and chief administrative officer earlier this year.
- Route and program cuts – Southwest has cut unprofitable routes, summer internships, and employee team-building events, long-standing traditions the airline held for decades.
Source: CNBC
“We’ll continue our efforts to track preferences and sentiment on many aspects of our loyalty program to ensure we remain competitive and know what our customers and members value most.”
The wave of concern comes as Southwest passengers are still fuming over the company’s decision to end its long-standing “Bags Fly Free” policy.
For flights booked voluntarily changed on or after May 28, travelers now pay $35 for the first checked bag and $45 for the second.
Exceptions apply to A-list Preferred flyers, certain business fares, and up to eight passengers on the same reservation.
CEO Bob Jordan defended the change in an interview with The New York Times, saying it was a part of a broader transformation to give travelers more “choice.”
“Change is hard, and change is emotional,” Jordan said.
“You say ‘no’ to too many things, and when you look up years later, you become irrelevant.”
But not everyone is buying it.
“This would be the nail in the coffin… CP was the only way I could come out ahead,” one Reddit user posted.
“They’re rapidly becoming the most tier-loving airline now,” another added.
“Way to do 180 from their alleged focus on millennials.”
Some longtime customers said they no longer see a reason to stick with the airline.
“There is officially ZERO reason to fly with you,” one wrote alongside a notification of the new baggage fees.
“Your fares were expensive, but I got free bags and could pick a good seat free.”
Southwest has also slashed 247 flights between July and September, cutting service in cities like San Diego, Portland, and San Jose, according to St. Louis Business Journal.
Despite the uproar, the changes appear to be paying off.
Southwest expects to generate $4 billion in extra profit from the new fees and restructured fares, as reported by The New York Times.
The airline’s stock has also gone up since the shift.
