Key Points

  1. Southwest Airlines is overhauling its Rapid Rewards loyalty program with new elite status tiers and changes to its Companion Pass benefit, starting January 1, 2027.
  2. The new program simplifies rewards currencies and replaces A-List and A-List Preferred tiers with Silver, Gold, and Platinum status.
  3. To earn Platinum elite status, travelers will need to earn 140,000 Tier Qualifying Points (TQPs) in a calendar year or take 100 qualifying one-way flights.

What's Changing in Southwest's Rapid Rewards Program

Southwest Airlines is simplifying its Rapid Rewards loyalty program with new elite status tiers, changes to its Companion Pass benefit, and more, starting January 1, 2027. The new program replaces A-List and A-List Preferred tiers with Silver, Gold, and Platinum status, and introduces Milestone Rewards for travelers to earn rewards on their way to elite status. To earn Platinum elite status, travelers will need to earn 140,000 Tier Qualifying Points (TQPs) in a calendar year or take 100 qualifying one-way flights.

The new program also changes the way travelers earn Companion Pass, eliminating Companion Pass qualifying points and replacing them with TQPs. This means that welcome bonuses and anniversary points will no longer count toward the pass, and only the biggest spenders or most frequent flyers who qualify for Platinum elite status will unlock unlimited Companion Pass trips.

At a Glance

Southwest AirlinesLUV
Stock ticker
Rapid Rewardsnew elite status tiers
Silver, Gold, and Platinum status
Companion Passnew options for scoring
unlimited Companion Pass trips for Platinum elite status holders

Behind the Scenes: Southwest's Loyalty Program Revamp

Behind the Scenes: Southwest's Loyalty Program Revamp

Southwest Airlines' loyalty program revamp is part of a larger effort to simplify rewards currencies and make it easier for travelers to earn rewards. By introducing Milestone Rewards and changing the way travelers earn Companion Pass, Southwest is trying to make its loyalty program more appealing to frequent flyers.

However, the new program also makes it more difficult for some travelers to earn status and Companion Pass, particularly those who rely on credit card welcome bonuses and anniversary points. This could lead to a shift in the way travelers earn rewards, with a greater emphasis on flying and spending on Rapid Rewards credit cards.

How to Make the Most of Southwest's New Rewards Program

How to Make the Most of Southwest's New Rewards Program

Travelers who want to make the most of Southwest's new rewards program should focus on earning TQPs by flying and spending on Rapid Rewards credit cards. To earn Platinum elite status, travelers will need to earn 140,000 TQPs in a calendar year or take 100 qualifying one-way flights.

Additionally, travelers can take advantage of Milestone Rewards to earn rewards on their way to elite status. By reaching certain milestones, travelers can earn rewards such as 20,000 Rapid Rewards points or two Preferred Seat Certificates.

Risk & Opportunity Assessment

Commercial RiskMediumThe new program makes it more difficult for some travelers to earn status and Companion Pass, particularly those who rely on credit card welcome bonuses and anniversary points.
Competitive RiskLowSouthwest's loyalty program revamp is part of a larger effort to simplify rewards currencies and make it easier for travelers to earn rewards.
Regulatory RiskLowThe new program does not introduce any new regulatory risks for Southwest Airlines.
Reputation RiskMediumThe new program may lead to a shift in the way travelers earn rewards, with a greater emphasis on flying and spending on Rapid Rewards credit cards.
Technology DisruptionLowThe new program does not introduce any new technology disruptions for Southwest Airlines.
Commercial OpportunityHighThe new program provides opportunities for travelers to earn rewards and status, particularly those who focus on flying and spending on Rapid Rewards credit cards.