Southwest Airlines Outlines Changes To Drive Revenue Growth And Reward Its Most Loyal Customers

The newly announced initiatives will reward the airline’s most loyal customers while providing all customers with more options for diverse travel experiences.

By Priyal Dutta 14 Apr 2025 in Airline

New Update

Southwest Airlines Outlines Changes To Drive Revenue Growth And Reward Its Most Loyal Customers — Southwest leads in on-time performance for 2025, operating 98.3% of its flight schedule without cancellations, showing year-over-year improvement.

Southwest Airlines' Loyalty Program Revamp

Southwest Airlines Co. is quickly evolving by launching new initiatives that align with its business objectives and enhance choices for existing and potential customers of the largest domestic carrier in the U.S. The newly announced initiatives will reward the airline’s most loyal customers while providing all customers with more options for diverse travel experiences.

Bob Jordan, President, Chief Executive Officer, & Vice Chairman of the Board of Directors at Southwest Airlines — *Bob Jordan, President, CEO, & Vice Chairman of the Board of Directors at Southwest Airlines*

“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 initiatives announced today include the following:

Southwest will continue to offer two free checked bags to Rapid Rewards A-List Preferred Members and Customers travelling on Business Select fares and one free checked bag to A-List Members and other select Customers. Southwest will credit one checked bag for Rapid Rewards Credit Cardmembers. Customers not qualifying for these free bag options will be charged for their first and second checked bags (weight and size limitations apply). Changes will apply to flights booked on or after May 28, 2025.
The carrier recently adjusted the number of Rapid Rewards points Customers earn on qualifying flights. Customers now earn more points on Business Select fares and less on Wanna Get Away and Wanna Get Away Plus® fares. Southwest Rapid Rewards, the carrier’s loyalty program, will also introduce variable redemption rates across higher-demand and lower-demand flights.
These strategic moves, aimed at deepening and rewarding loyalty between Southwest and its most engaged customers, create new opportunities to reach consumers who value fare above everything else. To align with these changes, Southwest will introduce a new Basic fare on our lowest-priced tickets purchased on or after May 28, 2025, before offering assigned seating and extra legroom options.
Southwest continues to widen its distribution channels to reach new Customers. Beginning last month, flights and fare products are now available to book through the online travel agency Expedia.
Flight credits issued for tickets purchased on or after May 28, 2025, will expire one year or earlier from the ticketing date, depending on the fare type purchased.

These changes add to the initiatives already underway at Southwest, including the forthcoming implementation of assigned seating and extra legroom options and an industry-standard airline partnership with Icelandair that began on February 13, the same day the carrier’s first-ever scheduled overnight redeye flights launched. As Southwest looks to provide a great travel experience for its Customers, the airline continues to focus on operational excellence. Today, Southwest leads the industry in on-time 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., and a loyalty program that gives real value to Rapid Rewards Members.

1. U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey since Q1 2021

2. Southwest’s checked bag weight and size limitations will continue to apply

3. Travel credits will expire one year from ticketing date for all fares except Basic, which will expire six months from ticketing date

4. Operational data as of February 28, 2025, as reported to the U.S. Department of Transportation

5. Cirium data June 2025 schedules of U.S. domestic air carriers

#Southwest Airlines