Southwest Airlines Lengthens Rapid Rewards Redemption Policy
Southwest Airlines has extended the time members of its frequent flyer program, Rapid Rewards, can earn credits toward free air travel, giving consumers an additional 12 months to rack up awards.
The airline is now giving members 24 months to collect credit toward free flights. The change, which went into effect Aug. 10, comes in response to a poll of more than 10,000 Rapid Rewards members and non-members Southwest Airlines conducted between 2004 and 2005, which revealed consumers wanted more time to earn credit.
“Southwest is constantly viewing our products and what we offer customers,” said Debra Benton, director of loyalty marketing for Southwest Airlines. “What we’ve been hearing all along is [travelers] wanted a longer window to use their rewards. This change will assist customers in being able to travel for free.”
Southwest customers must earn 16 credits, or book eight round trip tickets, to earn a free flight, she said. In 2003 and 2004, Southwest Airlines awarded more than 5 million free trips under the Rapid rewards program—one of the highest redemption rates in the industry.
In addition, beginning Feb. 10, 2006, the airline carrier will remove systemwide blackout dates and replace it with seat restrictions for award travel. The change will give Rapid Rewards members greater access to air travel on previously blocked dates, Benton said. Under its current policy, the airline imposes 12 to 15 blackout dates each year for members, preventing members from using redeeming free flights on those days.
“Southwest tried to find a strong balance that leans toward the customer,” Benton said. “We are giving customers more flexibility.”
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