Performance

Southwest's Rapid Rewards® Loyalty Program

At Southwest, we believe a loyalty program should be easy to use and understand, flexible, and provide value to our Customers and the Company. Earning points through Southwest’s Rapid Rewards Loyalty Program is simple through air travel, when utilizing Southwest’s other travel partners, and for everyday shopping. And with the best award seat availability4848) IdeaWorks. (2019, June 26). British Airways Greatly Boosts Reward Seat Availability, and Entire Industry Shows Dramatic Improvement. Shorewood, Wisconsin. https://www.ideaworkscompany.com/wp-content/uploads/2019/06/Press-Release-138-Reward-Seat-Report-2019.pdf. —Members have the freedom to enjoy their points how and when they want. For 2019, Members redeemed approximately 10.7 million flight awards, accounting for approximately 14.1 percent of revenue passenger miles4949) A revenue passenger mile (RPM) is one paying Passenger flown one mile. Also referred to as “traffic,” which is a measure of demand for a given period. flown.

Main Advantages of Rapid Rewards

  • Earning points is easy
  • Unlimited reward seats are available
  • No blackout dates for travel
  • Points don’t expire
  • Redeemable for flights and more5050) Rapid Rewards® Members can redeem points for flights, gift cards, hotels, car rentals, experiences, and merchandise.

 

Rapid Rewards Members Agree; Award-Winning Program
In 2019, Rapid Rewards was recognized for the seventh year in a row for having the highest award seat availability of any U.S. airlines loyalty program.5151) IdeaWorks. (2019, June 26). British Airways Greatly Boosts Reward Seat Availability, and Entire Industry Shows Dramatic Improvement. Shorewood, Wisconsin. https://www.ideaworkscompany.com/wp-content/uploads/2019/06/Press-Release-138-Reward-Seat-Report-2019.pdf.

Also, Rapid Rewards is consistently recognized by the Freddie Awards.5252) Freddie Awards. (2019, April). 2019 Annual Freddie Awards (29th) Results. Dallas, TX. https://freddieawards.com/winners-circle/  For the sixth year in a row, Rapid Rewards won the award for Best Customer Service. It also received the distinction of Program of the Year for the third year in a row, and Best Co-Branded Credit Card and Best Redemption for the second year in a row.

Loyalty and Rapid Rewards Enable Durable, Increasing Revenue Stream
Rapid Rewards has strong brand strength and steady program membership growth. The majority of Passengers on Southwest flights are Rapid Rewards Members. This growing membership level enables us to communicate in unique and personalized ways along Members’ journeys. Whether it is information about their trip or a new way to earn or redeem points, the value that Rapid Rewards provides its Members and the Company has increased each year.

Our strong partnership with Chase continues to drive growth in high margin ancillary revenue. Chase and Rapid Rewards have developed a portfolio of cards with benefits for every kind of Member. Because of the value of Rapid Rewards points, and how easy it is to make an award booking, it is no wonder our card member program growth and its economic contribution to Southwest continue to perform well. We believe Rapid Rewards is a long-term, successful loyalty program for both Southwest and its Customers.

Because of the value of Rapid Rewards points, and how easy it is to make an award, booking it is no wonder our card member program growth and its economic contribution to Southwest continue to perform well.
At Southwest Airlines, our Customers are the reason we fly. Our award-winning Loyalty Program is designed with our Rapid Rewards® Members’ satisfaction in mind. We are proud to offer Members flexibility, plenty of award seat availability, and the best overall service to fit their travel needs—and Rapid Reward points never expire!”
—Ryan Green, Senior Vice President and Chief Marketing Officer, Marketing

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