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Southwest Airlines Frequent Flier Makeover

Southwest Airlines Frequent Flier Makeover - Southwest Airlines is taking its rewards program from what one industry expert calls "anemic" to competitive with the unveiling of an improved Rapid Rewards program.

"This is very big," Tim Winship, editor-at-large for said of the changes, which are aimed at making it easier for members to earn and redeem points.

"This move by Southwest is going to prompt a lot of internal discussion at the major airlines about what it means to them, what their competitive response should be and then so on," Winship said.

Southwest Airlines Frequent Flier Makeover

One of the key changes in Rapid Rewards is that members can now redeem points on every seat, every day and on every flight with no blackout dates or seat restrictions. As long as members fly or use a partner once every two years, their points will never expire.

The changes, which will officially launch on March 1, will improve on Southwest's current rewards program, according to a press release on Southwest's website.

"We took our award-winning program and made it even better by giving our members more flexibility and control over how and when they earn and redeem their points," Gary Kelly, Southwest's chairman, president and CEO, said in the press release. "We know our Customers are going to appreciate the fact that their points don't expire and every seat on every flight is a reward seat."

Southwest Airlines Frequent Flier Makeover


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