Southwest 'ruining' Rapid Rewards program?

Southwest Airlines is making substantial alterations to its Rapid Rewards loyalty program, according to a blog on The Street, accusing the airline of "ruining" the platform. The potential changes follow a series of recent shifts by the airline, moving away from its long-standing policies of clear pricing and no checked bag fees.

For years, Southwest differentiated itself with its transparency and customer-friendly perks, notably allowing two free checked bags and an open seating policy. However, the airline has recently introduced more fees.

Changes to the Companion Pass?

Attention is turning to the Companion Pass, a cornerstone of the Rapid Rewards program, which allows a designated companion to fly free (excluding taxes and fees) with the member an unlimited number of times, after earning 100 qualifying one-way flights or 135,000 qualifying points in a calendar year. It can also be earned through credit card spending, without requiring elite status.

Recent leaks from a customer survey suggest Southwest is exploring a multi-tiered loyalty program. Within the new structure, the Companion Pass may become significantly harder to attain, potentially being limited to only the highest loyalty tier. It could also include changes to the ability to pre-select a companion seat.