Southwest Airlines Co. is rapidly evolving, implementing new initiatives to support business objectives while creating choice for current and potential Customers of America’s biggest domestic carrier. The airline’s most loyal customers will be rewarded with new initiatives today, and all customers will have more options to enjoy a wide range of travel experiences.
“We have tremendous opportunity to meet current and future Customer needs, attract new Customer segments we don’t compete for today, and return to the levels of profitability that both we and our Shareholders expect,” said Bob Jordan, President, Chief Executive Officer, & Vice Chairman of the Board of Directors at Southwest Airlines.
“We will do all this while remaining focused on what’s made us strong – our People and the authentic, friendly, and award-winning Customer Service only they can provide.”
The following initiatives are part of the initiative:
- Southwest will continue to provide two free checked bags for Rapid Rewards A List Preferred Members, Customers traveling on Business Select Fares and A-List Members. One free checked bag is available to other select Customers and A-List Members. Southwest will credit one bag to Rapid Rewards Cardmembers. Customers who do qualify for the free bag option will be charged for both their first and second bags (weight and dimensions restrictions apply). Flights booked after May 28, 2020 will be affected by the changes.
- The carrier has recently adjusted the number points that customers earn when they fly on eligible flights. Customers earn more points with Business Select fares, while earning less with Wanna Get Away or Wanna Get Away plus fares. Southwest Rapid Rewards will also introduce variable redemption prices for higher-demand and low-demand flights.
- These strategic moves are aimed at deepening and rewarding loyalty between Southwest and the most engaged Customers. They create new opportunities for reaching consumers who place value on fare over all other factors. Southwest will offer a new Basic fare for our lowest priced tickets bought on or after May 28th, 2025. This is in order to align with these changes and provide assigned seating options and extra legroom.
- Southwest continues to broaden its distribution channels, with flights and fares now available through online travel agency Expedia. This was introduced last month.
- Flight credits issued on tickets purchased between May 28 and 2025 expire after one year, or sooner depending on which fare type was purchased.
Southwest is already implementing several initiatives. These include the implementation of assigned seating, extra legroom and a first industry-standard airline alliance with Icelandair. The partnership began on February 13th, the day that the carrier launched its first ever scheduled overnight redeye flights. Southwest Airlines continues to focus its efforts on operational excellence as it strives for a great customer experience. Today, Southwest leads the industry in ontime performance for 2025 and has operated 98.3 percent of its published flight schedule without cancellations – a year-over-year improvement.
Southwest Airlines remains committed to its core tenets – amazing People who deliver great Hospitality to all Southwest Customers, a strong network with the most nonstop flights within the U.S.5, and a loyalty program that gives real value to Rapid Rewards Members.
