9/13/2023 0 Comments Southwest rapid rewardsThe rollout of a new and more generous Southwest Airlines Rapid Rewards ® Credit Card from Chase lured more business travelers and sent overall credit card spend soaring. This generated billions in revenue for the Company and led to an even more loyal Customer base, reducing the amount of marketing dollars needed to attract new Customers.This reward is equal to roughly $300, which can be redeemed for a future Southwest plane ticket, gift card, or merchandise, according to the email Southwest sent out detailing the offer. That mission continued in the years to follow. The whole mission for Southwest was to win Customers and not by nickel-and-diming them with the Frequent Flyer program.” Southwest’s new system rewarded Members with Points based on the price of their tickets, with additional Points rewarded for Anytime fares and Business Select® fares. “It’s better for 90 out of 100 Customers,” Chairman and CEO Gary Kelly, who was then also President, said at the time. “It was designed for Customers. Although short-haul travelers remained a key constituent, scores of leisure and long-haul business travelers were now Southwest regulars, prompting the opportunity for a Rapid Rewards refresh. This critical move proved useful in managing costs and differentiating Southwest from its competitors, while also driving a tremendous amount of traffic to the Company’s rapidly growing website. Then, to the shock of its competitors, Southwest announced in 2005 that its award tickets would have no system-wide blackout dates, nor be subject to any seat restrictions.īy 2011, Southwest’s route network had expanded so far across the country that it raised the question of whether flight frequency provided most Members the greatest bang for their airline bucks. ![]() This creative refresh, combined with the launch of Southwest’s first Rapid Rewards® Visa card, delivered an added bonus: More business partners rushed to join the Rapid Rewards® ecosystem, further strengthening existing bonds between all parties.įeaturing the iconic Desert Gold livery, Southwest’s partnership with Visa made earning Rapid Rewards® Points easier than ever.Īnd still, Southwest looked for additional ways to be more generous. It offered double Rapid Rewards® Points to Members who booked flights on ® for not just one or two years, but from 1997 to 2003. (Southwest had lowered the number of trips required for an award ticket in 1993.) With most airlines setting a 25,000-mile minimum threshold to earn a free ticket, Members could earn an award trip up to three times faster than those using other loyalty programs. Most important of all, Members could earn an award ticket after flying just eight round trips within a 12-month period. Reward tickets were automatically mailed to Members, greatly reducing the prospect of unclaimed rewards, a longstanding consumer complaint. Members were also given the option of gifting awards to other Members and making reservations via a special phone line. Take birthday wishes for instance. In 1992, Southwest Airlines decided to mail birthday cards to all of its Company Club Members. Then in 1996, when the Club was rebranded as the Rapid Rewards ® program, Southwest zeroed in on two things its rivals rarely considered: speed and convenience. But in the short-term, it disrupted the “airline see, airline do” complacency in the industry. For the first time, old guard titans felt compelled to glance over their shoulders to see what their unpredictable rival might try next. In time, the program’s appeal would extend much further. ![]() When CEO Herb Kelleher debuted this new loyalty program, dubbed the Company Club, on June 18, 1987, he was crystal clear about the Company’s initial objectives: “We’re going after our best Customers, the short-haul frequent business travelers who have been ignored by other airlines.” ![]() The Company Club program emphasized ease of use and a clear, straightforward reward structure.
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