Southwest Airlines on Thursday will introduce a few anticipated changes to its fares offering, frequent flyer program and Web site display, many of which continue its efforts to ingratiate itself to business travelers.
Southwest today announced three new fare "columns" to be separately branded on its Web site in descending order of price: "Business Select," "Business" and "Wanna Get Away." Purchasers of its highest tier, Business Select, "will be among the first to board the aircraft," receive an additional Rapid Rewards credit and "even get a cocktail on the house," Southwest said.
The carrier also revamped its frequent flyer program, bringing in a new status level for the most frequent travelers, through which members logging 32 one-ways or 16 roundtrips in the course of a year "will be automatically checked in for their flight in advance of departure and will most likely receive an 'A' boarding pass."
The carrier also introduced a new Rapid Rewards redemption offering, Freedom Award, which can be converted from two Standard Awards and is "free of seat restrictions except for a few blackout dates around major holidays."
CEO Gary Kelly in a statement today said the moves signify Southwest's transition from "a one-size-fits-all airline to the airline that fits your life."
The announcement follows other steps that signify Southwest's growing appetite for corporate business, including a larger sales force, increasing receptivity to negotiations and further participation—albeit limited—in global distribution systems.
Southwest in July detailed plans to rein in capacity growth this year and next in an effort to grow profits amid a slowing U.S. economy, and Kelly at that time also hinted at new forms of revenue generation, which in addition to its now-announced fare structure and revamped frequent flyer program, included such new onboard amenities as inflight food and Wi-Fi sales
(BTN, July 9).