SOUTHWEST AIRLINES ANNOUNCES REIMAGINED FARE PRODUCTS, NEW BENEFITS FOR RAPID REWARDS CREDIT CARDMEMBERS AND TIER MEMBER CUSTOMERS

Rhea-AI Summary

Southwest Airlines has announced significant changes to its fare structure and loyalty program, set to roll out in 2025. The airline is introducing three new fare products: Choice Extra, Choice Preferred, and Choice (replacing Business Select, Anytime, and Wanna Get Away Plus), while Wanna Get Away becomes the Basic fare starting May 28.

Key changes include:

• Introduction of assigned and premium seating in Q3 2025
• New Rapid Rewards Credit Cardmember benefits including seat selection, earlier boarding, and first checked bag free for up to 8 additional passengers
• Enhanced perks for A-List and A-List Preferred Tier Members featuring preferred seating, checked bags, and earlier boarding

The airline, which carried over 140 million customers in 2024 and operates across 117 airports in 11 countries, is implementing these changes to reward loyalty and provide more customized travel experiences. Checked bag benefits begin May 28, with seating and boarding benefits rolling out when assigned seating launches.

Positive

• Introduction of new premium fare products (Choice Extra, Choice Preferred) expanding revenue opportunities
• New revenue stream from seat selection and Extra Legroom options starting Q3 2025
• Enhanced loyalty program benefits for credit cardmembers including seat selection and free checked bags
• Market leadership in domestic U.S. air travel with highest number of nonstop passengers
• Strong customer base with over 140 million passengers carried in 2024
• Large operational scale across 117 airports in 11 countries

Negative

• Implementation of bag fees for multiple fare classes starting May 28, 2025, potentially affecting customer satisfaction
• Wanna Get Away fare class being downgraded to Basic fare, indicating potential service reduction
• Significant operational changes with assigned seating may impact the company's traditional quick-turnaround model
• Risk of customer pushback against departure from traditional free-bags-for-all policy

Products provide choice for Customers to have a broader range of travel experiences 

DALLAS, April 28, 2025 /PRNewswire/ -- Southwest Airlines Co. (NYSE: LUV) announces its new fare products, as well as new benefits for its Rapid Rewards^® Credit Cardmembers and Tier Members, aiming to deepen and reward loyalty for the airline's most engaged Customers.

"With new choices like seat selection and Extra Legroom, our enhanced fare bundles let Customers customize their trip while still enjoying our industry-leading reliability and hospitality." said Tony Roach, Executive Vice President Customer & Brand. 

The new fare products, Choice Extra, Choice Preferred, and Choice (formerly Business Select, Anytime, and Wanna Get Away Plus), will be available for booking in the third quarter of 2025 as Southwest^® begins selling assigned and premium seating. As previously announced, the Wanna Get Away fare class will become Southwest's Basic fare, beginning May 28.

Southwest is also offering new benefits to Southwest Rapid Rewards. Cardmembers.¹ Cardmembers will have the opportunity to select a seat, regardless of fare type purchased, receive earlier boarding and their first checked bag free² (for up to eight additional passengers traveling on the same reservation).

Cardmembers will continue to enjoy their current benefits, like discounts on inflight purchases, bonus points on their Cardmember anniversary, and a one-time boost of 10,000 Companion Pass^® qualifying points per calendar year³.

Southwest will offer additional benefits to A-List and A-List Preferred Tier Members across their travel experience, including preferred seating, checked bags (for up to eight additional passengers traveling on the same reservation), earlier boarding, and other inflight experience enhancements.

All checked bag benefits for Tier Members and Credit Cardmembers begin on May 28, and seating and boarding benefits will roll out when Southwest begins selling and operating with assigned seating.

The new fare products, Credit Cardmember benefits, and Tier Member benefits provide a wider array of travel experiences for Customers to choose from as Southwest serves the needs of travelers today and into the future. For full details about the new fare products and features, Tier Member benefits, and Credit Card offerings, please visit Southwest.com.

¹Southwest Rapid Rewards® Credit Cards are issued by JPMorgan Chase Bank, N.A. Member FDIC. Accounts subject to credit approval. Restrictions and limitations apply.

²Bag fees will apply to Basic, Wanna Get Away Plus^®, and Anytime fares booked and ticketed and/or changed on or after May 28, 2025. Business Select^® will continue to receive two free checked bags. Weight and size limits apply. Southwest allows all passengers to bring one standard carryon and one personal item at no cost. 

³Companion Pass Qualifying Points Boost: As a Southwest Rapid Rewards Cardmember, you will earn one boost of 10,000 Companion Pass qualifying points each calendar year. The boost will be deposited into your eligible Rapid Rewards account by January 31 each calendar year or up to 30 days after account opening. To receive Companion Pass qualifying points boost your credit card account must be open and not in default at the time of fulfillment. Only one credit card account per Southwest Rapid Rewards Member (Rapid Rewards Member must be the primary Cardmember on that account), is eligible for one boost of 10,000 Companion Pass qualifying points per calendar year. JPMorgan Chase Bank, N.A. is not responsible for the provision of, or failure to provide, the stated benefits and services.

ABOUT SOUTHWEST AIRLINES CO.    
Southwest Airlines Co. operates one of the world's most admired and awarded airlines, offering its one-of-a-kind value and Hospitality at 117 airports across 11 countries. Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline¹. By empowering its more than 72,000² People to deliver unparalleled Hospitality, the maverick airline cherishes a passionate loyalty among more than 140 million Customers carried in 2024. Southwest leverages a unique legacy and mission to serve communities around the world including harnessing the power of its People and Purpose to put communities at the Heart of its success. Learn more by visiting Southwest.com/citizenship.

¹Based on U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey since Q1 2021
²Fulltime-equivalent active Employees

View original content:https://www.prnewswire.com/news-releases/southwest-airlines-announces-reimagined-fare-products-new-benefits-for-rapid-rewards-credit-cardmembers-and-tier-member-customers-302440056.html

SOURCE Southwest Airlines Co.

FAQ

What are Southwest Airlines (LUV) new fare products launching in Q3 2025?

Southwest Airlines is introducing three new fare products: Choice Extra, Choice Preferred, and Choice (replacing Business Select, Anytime, and Wanna Get Away Plus). These will include assigned and premium seating options. The Wanna Get Away fare will become Southwest's Basic fare starting May 28, 2025.

What new benefits do Southwest Airlines (LUV) Rapid Rewards Credit Card members get in 2025?

Rapid Rewards Credit Card members will receive seat selection privileges regardless of fare type, earlier boarding, and free first checked bag for up to 8 additional passengers on the same reservation. They retain existing benefits like inflight purchase discounts and 10,000 Companion Pass qualifying points annually.

When will Southwest Airlines (LUV) start charging for checked bags in 2025?

Starting May 28, 2025, Southwest will charge bag fees for Basic, Wanna Get Away Plus, and Anytime fares. Business Select customers will continue receiving two free checked bags. All passengers can still bring one carryon and one personal item at no cost.

What new benefits do Southwest Airlines A-List and A-List Preferred members get?

A-List and A-List Preferred members will receive preferred seating, checked bags for up to 8 additional passengers on the same reservation, earlier boarding, and enhanced inflight experiences. Checked bag benefits start May 28, 2025, with seating benefits rolling out when assigned seating launches.

How is Southwest Airlines (LUV) changing its seating policy in 2025?

Southwest Airlines is transitioning to assigned and premium seating starting in the third quarter of 2025, moving away from their traditional open seating policy. This change applies to all fare classes, with special seating privileges for Credit Card members and Tier Status holders.