Southwest Airlines has quietly adjusted its Rapid Rewards loyalty program, cutting the number of points passengers earn on its lowest fare options. This change significantly impacts budget-conscious travelers who rely on the airline’s affordable ticket tiers to accumulate points for future flights. Previously, passengers booking the most economical fare, known as Wanna Get Away, earned six points per dollar spent. Under the new system, that number has dropped to just two points per dollar, making it substantially harder to accrue rewards. Similarly, the Wanna Get Away Plus fare, which previously offered 10 points per dollar spent, now grants only six.
While these reductions impact the lower fare tiers, Southwest has made a contrasting move by increasing rewards for its highest-tier tickets. Business Select passengers now earn 14 points per dollar, an increase from the previous 12, while Anytime fares continue to provide 10 points per dollar. The airline has not officially announced the reasoning behind these shifts but has reiterated that its Rapid Rewards program remains one of the most flexible in the industry. According to Southwest, the loyalty program still offers unlimited reward seats, no blackout dates, and points that never expire for members. However, for many loyal customers who regularly book budget-friendly fares, the reduced earning potential could make the program less attractive.
The timing of this change coincides with growing financial pressures on the airline. Southwest has been facing scrutiny from Elliott Investment Management, an activist shareholder pushing for stronger financial performance. Elliott has reportedly been pressuring Southwest to find new ways to increase revenue and enhance its overall profitability. These changes to the loyalty program may be part of a broader strategy to boost revenue by encouraging more travelers to opt for higher-priced fare classes. Additionally, Southwest is preparing to introduce assigned seating and extra-legroom options in 2025, which could further shift the airline’s pricing strategy and overall business model.
For frequent travelers who have relied on Southwest’s historically generous loyalty program, these changes may prompt reconsideration of their travel habits. The steep reduction in reward points for budget fares means it will take significantly longer to earn enough points for a free flight, which has long been a major selling point of Southwest’s program. This shift could also push more customers toward competing airlines, particularly those that still offer robust earning structures on lower-priced fares.
While Southwest continues to promote the benefits of its loyalty program, the move to scale back rewards on lower-tier tickets reflects an industry-wide trend of airlines modifying frequent flyer programs in ways that favor higher-spending travelers. Some experts speculate that Southwest could introduce additional modifications to the program in the future, particularly as it navigates pressure from investors and evolving market dynamics. In the meantime, passengers who regularly book Wanna Get Away fares may need to adjust their expectations when it comes to earning free flights through Southwest’s loyalty program.
