DALLAS- Southwest Airlines (WN) is reportedly considering significant changes to its Rapid Rewards loyalty program, including major restrictions to the popular Companion Pass benefit.
According to a leaked customer survey, the Companion Pass could soon become exclusive to only top-tier elite members, potentially impacting flyers out of key hubs like Dallas Love Field (DAL).
Southwest Companion Pass
The survey, shared by several frequent flyers on platforms like Facebook and Reddit, outlines a possible overhaul of Southwest’s elite status structure.
Currently, Rapid Rewards members can earn the Companion Pass, which allows a second traveler to fly free (excluding taxes) on both paid and award tickets, without elite status, simply by accruing qualifying points or segments, often aided by credit card bonuses.
However, the new model under review introduces a four- or five-tier elite status program. Under this framework, only those in the highest tier would retain full Companion Pass access.
Lower tiers may receive limited companion flight certificates or lose the benefit entirely. Top-tier qualification thresholds mentioned in the survey range from 100,000 to 160,000 points or 30 to 50 round trips annually.
Survey Feedback Reveals Growing Frustration
A six-year Companion Pass holder and A-List Preferred member reported being surveyed about the potential change, expressing frustration at the likely restrictions and the increase in monetization tactics.
According to the participant, only top-tier members would be able to assign a companion at the time of booking, reducing the pass’s flexibility.
Other respondents noted that the survey presented variations ranging from full Companion Pass access to only four one-way certificates per year. Features like three free checked bags, drink coupons, and priority lane access would only be available at higher elite levels.
There was no clarity on whether credit card sign-up bonuses would continue to count toward Companion Pass qualification under the proposed model.
Competitive Weakness and Scrutiny
Southwest’s frequent flyer program has long been its main competitive differentiator, especially since the airline does not offer first-class seating, in-flight entertainment screens, lounges, or long-haul international routes. The Companion Pass has historically encouraged customer loyalty, particularly via credit card spending.
But recent moves, including adding expiration dates to travel credits and tightening fare conditions, signal a shift toward practices common among legacy carriers like American Airlines (AA) and JetBlue (B6).
These changes come amid increased influence from Elliott Management, an activist investor that recently secured board representation.
The firm criticized Southwest’s culture and strategic pace but has pushed for financial engineering tactics like stock buybacks. CEO Bob Jordan appears aligned with these changes, potentially prioritizing investor returns over customer experience.
Frequent Flyers May Lose Key Incentive
If implemented, these loyalty program adjustments could significantly reduce the value proposition of Southwest credit cards and diminish the appeal of the Rapid Rewards program. As customers face fewer benefits without achieving high status, some may reconsider their loyalty or shift spending to alternative travel cards with transferable rewards.
With the survey indicating multiple tested models, no final decision has been announced. Still, the reaction from frequent travelers suggests that any major Companion Pass devaluation would risk alienating a core segment of Southwest’s customer base.
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