Southwest is a low-cost airline.

At their best airline loyalty programs make passengers want to fly with one specific airline even when it’s not the most convenient or the cheapest. To do that, the airline has to offer attainable perks that bring enough value that passengers will make sacrifices in order to get them.

Passengers probably won’t change their travel dates or pay a much higher fare just to work toward loyalty status, but they will put up with small negative changes if it means working toward earning (or keeping) top-tier loyalty status. To make that work, airlines have to make their programs enticing enough that people want to earn higher status.

Free travel is part of that, but it’s only a piece of the puzzle. Passengers also want to be treated as elite, or at least a little bit special. That could mean letting people board faster, giving them access to better seats, or even small touches like free alcoholic drinks.

The biggest challenge for the airlines is making earning status hard, but attainable. Southwest Airlines LUV, which offers meaningful perks with its Rapid Rewards loyalty program including early boarding and free same-day standby, has made some big changes that make earning status with the airline easier.

The Arena Media Brands, LLC and respective content providers to this website may receive compensation for some links to products and services on this website.

Southwest Airlines offers meaningful loyalty perks

Southwest can’t dangle some of the perks that a full-fare airline does because it does not offer first or business class. Instead, the airline gives A-List members — the first earned tier in Rapid Rewards — automatic check-in which usually gets them a place in the prized “A” boarding group.

If an A-List member does not get a “A” position, or missed check-in due to a flight change, they can board after the “A” group, before the “B” group. That’s a meaningful perk that gives those passengers access to their choice of seat and eliminates any concerns about there being overhead space available.

BE READY FOR PROBLEMS: You don’t need a travel agent when things are going well, but when problems arise, a good one makes all the difference.

The airline, however, did not make it easy to earn that status. Becoming an A-List member required a person to earn 35,000 qualifying points or to fly 25 one-way trips. That’s slightly more than two round-trip flights per month, which is a lot even for seasoned travelers.

With people traveling less for business, the airline has decided to lower the requirements for earning Rapid Reward status, but it won’t happen until next year.  

Southwest lowers tiers for Rapid Rewards

While the changes won’t impact the current Rapid Rewards earning year, the airline has lowered the amount of required one-way flights to earn A-List from 25 to 20 (the points option is not changing). Southwest will also give customers A-List Preferred status with 40 qualifying one-way flights (down from 50).

These moves come after Delta Air Line (DAL) – Get Free Report made moves that devalued its own loyalty program. That was something JetBlue tried to capitalize on by offering a status match to disaffected Delta customers.

Southwest’s moves appear to be an attempt to reward its loyal customers and enhance their 2024 loyalty by making it easier to keep or earn status.

Under the new program, A-List Preferred members will receive two complimentary drinks, which will be added to their boarding pass, beginning Nov. 6. That’s an increase from one. A-List Preferred members also get free WiFi.

In addition, the airline is also allowing all loyalty program members to pay for flights with a mix of points and cash.

BOOK YOUR DREAM TRIP: It’s a great time to reserve a Las Vegas, Disney, or cruise vacation.

“Starting in spring of 2024, Rapid Rewards Members will have the option to pay for their flight with a combination of cash and points, starting with as few as 1,000 points,” the airline shared on its website.

Previously, points could only be used when a customer had amassed enough to pay for their full flight with them.