Southwest guts 39-year-old promo: 'RIP to the best deal in travel'
Southwest Airlines is restructuring its Rapid Rewards loyalty program for 2027, introducing new elite status tiers and expanded methods for earning and spending points. As part of this overhaul, the airline is introducing unlimited Companion Pass trips. However, the long-standing promotion is facing significant changes, with some reports indicating that sign-up bonuses will no longer count toward earning the pass. These updates coincide with a broader trend of frequent-flier program shake-ups across the industry, including similar moves by United Airlines.
Listen to Live Briefing
Real-time synthesized voice briefing · Live Feeds Desk
- ✓ Southwest is overhauling its Rapid Rewards frequent flyer program.
- ✓ The airline is introducing new elite status tiers.
- ✓ The updated program includes more ways to earn and use Rapid Rewards points.
- ✓ Southwest is introducing unlimited Companion Pass trips.
What changed
Southwest is replacing its existing loyalty structure with new elite status tiers and modified rules for the Companion Pass.
Live updates
-
Southwest Overhauls Rapid Rewards Program and Companion Pass
Southwest Airlines is restructuring its Rapid Rewards loyalty program for 2027, introducing new elite status tiers and expanded methods for earning and spending points. As part of this overhaul, the airline is introducing unlimited Companion Pass trips. However, the long-standing promotion is facing significant changes, with some reports indicating that sign-up bonuses will no longer count toward earning the pass. These updates coincide with a broader trend of frequent-flier program shake-ups across the industry, including similar moves by United Airlines.
Why it matters
The Companion Pass has been a central part of Southwest's marketing for 39 years. Changes to this specific perk affect how loyal customers secure free travel for a companion. This shift occurs as the airline seeks to modernize its rewards structure for 2027.
What is confirmed
- Southwest is overhauling its Rapid Rewards frequent flyer program.
- The airline is introducing new elite status tiers.
- The updated program includes more ways to earn and use Rapid Rewards points.
- Southwest is introducing unlimited Companion Pass trips.
Still unconfirmed
- Sign-up bonuses will no longer count toward earning the Companion Pass.
- The Companion Pass is facing an existential crisis.
What to watch next
- Official confirmation of specific point requirements for new elite tiers
- Detailed terms of the unlimited Companion Pass trips
- Full list of excluded activities for earning the Companion Pass
confidence 90%Sources used for this update (10)
- CNBC — Southwest is overhauling its frequent flyer program. Here's what's changing
- WSJ — Southwest, United Shake Up Their Frequent-Flier Programs
- Fast Company — Southwest Airlines is introducing unlimited Companion Pass trips as part of a major loyalty overhaul
- Yahoo Finance — Southwest just updated Rapid Rewards: What to know about the new elite status tiers
- SFGATE — Southwest guts 39-year-old promo: 'RIP to the best deal in travel'
- www.foxbusiness.com — Southwest unveils new perks for flyers in rewards program ...
- travel.yahoo.com — Southwest guts 39-year-old promo: 'RIP to the best deal in ...
- biztoc.com — Southwest guts 39-year-old promo: 'RIP to the best deal in ...
- foodwadatravel.com — RIP Southwest Companion Pass: Sign-Up Bonuses Will Not Count ...
- www.pointsyeah.com — Southwest Is Offering Up to 40% Off Flights, Including Points ...
Community Sentiment: How do you assess this situation?
Voice your perspective · Real-time aggregated sentiment from the Live Feeds community