New Rapid Rewards

New Rapid Rewards

There have been more reports that Southwest is planning a major revamping of its Rapid Rewards frequent flyer program in 2011. According to a Dallas Morning News blog, CEO Gary Kelly was reported as saying, “We don’t get our fair share of frequent flyers relative to our seat share if you will. The frequent flyers that we have, we don’t get our fair share of their flights. And then of the frequent flyers that we have, we also don’t get our fair share of credit cards. …” He also was quoted as saying, “When we’ve surveyed business customers over the last decade, the single biggest point they’ve made with us is they want a different frequent flyer program. Single biggest issue. And we believe them, so we’ve been in design and construction for some time now. … We’re obviously hopeful that we can make it a game changer.” And regarding the airline expanding internationally, “For us, built as a domestic carrier, if we want to pursue international opportunities, it’s a multi-year effort for us. … You won’t see us flying to international markets any time soon.”

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