Southwest Airlines revamps rewards loyalty program | Retail Customer Experience
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Southwest Airlines revamps rewards loyalty program
Southwest Airlines has updated its Rapid Rewards program with a new lineup of silver, gold and platinum tiers as well as new ‘milestone’ rewards.
The updated loyalty program begins as of Jan. 1, 2027, and also offers more opportunities for Companion Pass trips and a faster path to tier status, according to a press release.
“Rapid Rewards was built on a simple idea: make it easy for customers to earn and use rewards,” Nandika Suri, vice president of Rapid Rewards at Southwest Airlines, said in the release. “As our members engage more with Southwest, they’ve told us they want Rapid Rewards to reward them in more meaningful ways, whether they’re working toward status or using the points they’ve earned. These updates build on that feedback by rewarding Members throughout their Southwest experience, while keeping the simplicity and value that have always set our program apart.”
Rapid Rewards will continue to offer the benefits members have, including no blackout dates, points that don’t expire, and flexible options to earn tier status. The enhancements include:
New Platinum status, with Unlimited Companion Pass. Southwest is introducing a new three-tier structure to give members more opportunities that unlock valuable benefits as their engagement grows.
Beginning in January 2027, A-List will become silver and A-List Preferred will become gold. In addition, Southwest is introducing a new tier to its program — platinum — which will sit above silver and gold and will include unlimited Companion Pass trips.
Members will no longer have to wait until reaching a new tier to receive rewards. Before members reach silver, they’ll be able to select rewards like Rapid Rewards points or seat certificates. Between gold and platinum, members can qualify to receive three Companion Pass trips.
Loyalty ProgramsCustomer ExperienceMarketing
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