Southwest Airlines is making waves among flyers as they have recently begun sending surveys to their frequent flyer program, Rapid Rewards members. This has raised concerns that one of the most popular benefits of the program may be discontinued. The airline has denied any changes being made to their loyalty program, including their Companion Pass, at least for now.
The airline’s reassurance comes amidst growing anxiety among travelers about a potential revamp of the Rapid Rewards structure. According to View From the Wing, a survey was sent to select members asking about a possible four to five-tiered system that would limit Companion Pass access to only the top levels. Currently, the pass allows one person to fly free with a Rapid Rewards member, even on reward bookings, without requiring elite status. This perk is highly regarded as one of the most accessible and generous in the airline industry.
However, the survey has caused concern among frequent flyers such as Kristy Hanks Strickland who have used the Companion Pass for six years. She shared that her survey mentioned only the highest-tier members would retain full booking access. This has led to speculation that the airline may start charging for this benefit, causing frustration among travelers.
A spokesperson for Southwest Airlines responded to the backlash by stating that customer surveys are a routine part of their research process. They regularly conduct surveys to gather insights and guide their decisions. However, this has not stopped the wave of concern among travelers, especially as Southwest has recently made significant changes to their policies and programs.
These changes include introducing baggage fees, launching a basic economy fare, and changing their frequent flyer program to be based on how much customers spend rather than the number of flights taken. They have also cut routes, announced layoffs, and replaced executives, causing some customers to question their loyalty to the airline.
The recent changes appear to be paying off for Southwest, as they expect to generate an extra $4 billion in profit from the new fees and restructured fares. Despite the backlash, the airline’s stock has also gone up since the shift. However, some loyal customers are still disgruntled and feel that the airline is rapidly becoming more focused on elite tiers and less on the needs of their customers.
In conclusion, Southwest Airlines is facing criticism and concern from their frequent flyers as they continue to make significant changes to their policies and programs. While the airline insists that no changes are being made to their loyalty program at this time, travelers are bracing themselves for the possibility of losing one of the most beloved benefits of the Rapid Rewards program. Only time will tell how these changes will ultimately impact the airline and its loyal customers.