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Southwest Airlines Enhancements: New Fare Products and Benefits for Loyalty

On April 28, 2025, Southwest Airlines Co. (NYSE: LUV) declared its fresh fare products and augmented benefits designed for loyal customers, particularly Rapid Rewards® Credit Cardmembers and Tier members. The airline aims to deepen customer satisfaction by providing choices that enhance their travel experiences.

New Fare Products

The newly introduced fare products consist of Choice Extra, Choice Preferred, and Choice. These alternatives will replace the previous offerings of Business Select, Anytime, and Wanna Get Away Plus, making way for a more tailored travel experience. Beginning in the third quarter of 2025, customers will be able to book these fare types that come complete with assigned seating and premium options. Notably, the Wanna Get Away fare class will transition to become the airline's Basic fare, effective from May 28, 2025.

According to Tony Roach, Executive Vice President of Customer Brand, these new fare bundles aim to allow customers to personalize their trips while maintaining the airline’s esteemed reliability and hospitality.

Enhanced Benefits for Credit Card and Tier Members

In an effort to reward loyal customers, Southwest is introducing exciting benefits exclusively for Rapid Rewards Credit Cardmembers. These benefits include:

• - The option to choose a seat, regardless of the fare type purchased.
• - Early boarding privileges.
• - Complimentary first checked bag for up to eight additional passengers on the same reservation.

Apart from these new features, Credit Cardmembers will still enjoy existing perks such as:

• - Discounts on in-flight purchases.
• - Bonus points awarded on their Cardmember anniversary.
• - An annual boost of 10,000 Companion Pass® qualifying points.

Tier Members, such as A-List and A-List Preferred members, will also see significant enhancements to their travel experience. These enhancements will include preferred seating, free checked bags for up to eight additional passengers, early boarding, and additional inflight experience upgrades. All of these benefits will take effect starting May 28, 2025, coinciding with the debut of assigned seating on their flights.

A Broader Range of Travel Experiences

The introduction of new fare products alongside these benefits serves to provide customers with a broader range of travel choices that align with their preferences and needs, fostering loyalty for the airline well into the future. For further details about these new products and member benefits, customers should visit Southwest.com.

In summary, these new initiatives signal Southwest Airlines' ongoing commitment to enhancing customer experiences and fostering loyalty among its most engaged travelers. As the airline prepares to introduce these changes, it is poised to continue its tradition of friendly, reliable, and affordable air travel, appealing to both new and returning customers alike.