The Demise of Rapid Rewards and Southwest Airlines

I have become disenchanted with my long time air carrier- Southwest Airlines. The current changes in the Rapid (?) Rewards program have really watered down its value to me. Not only that, but there have been fewer and fewer Ding fares offered. Who ever is making these decisions has really missed the boat, especially with long time faithful customers like myself. I have been forced to book another airline for my next trip to Vegas from Houston. I never thought Southwest would become like the other airline carriers but there is no disputing the changes that have been made. As with the Venetian/Palazzo debacle, I feel that Southwest has made some grievous decisions that will be regretted.

We have to go to Charlotte this week. So we booked American Airlines. We have bad weather, and we can't change our flight. We have to pack light and carry on, since we refuse to pay baggage fees. We have other problems too, but we can't make ANY changes. Worst of all, we have to fly out of DFW instead of DAL.

I must have been out of my mind. We should have booked Southwest to Greenville instead.

We aren't happy about Southwest's RR2 either, but we have regretted our choice of another airline since the day we booked it.

Things happen. You need the ability to make changes or cancel at no charge.

- bcc

Several of the Ding fares being offered are actually higher than the Wanna Get Away fares. I bought a ticket for my daughter to fly home from college for the weekend in July from Austin to Houston for $39 each way. Ding fare was about $70 one way. I guess they figure most people won't check.

I just booked SWA from Austin for a trip in October and it's $109 each way. And it's a direct.

Regardless of the revaluing of RR points, you can't beat that deal.

"It's a good program, no?"
try to imagine a female french accent......

I don't think anyone will dismiss the fact that the RR program has diminished; especially for short distance and lower fare customers.

I would also agree that Dings! are fewer and not as inexpensive as they once were.

It's also no longer a given that they will be the lowest priced carrier in all of the markets they service.

However, to put things into perspective:

1. There is no charge for up to 2 checked bags.

2. This is no reissue fee if you change or cancel your flight.

3. If the fare decreases and you opt to rebook, the difference stays on your account for a year from the time of original booking as a credit.

None of the other carriers offer that across the board to all customers.

It's not for everyone and they don't go everywhere but clearly their business model works. They generally seem to have happier employees on the front line whom customers interact with and this is reflected in their attitude to the customer. There are always exceptions to the rule but this has been my experience.

Keep in mind that flying isn't the social event it was back in the 60's and 70's. This is primary transportation and if they can get you there in one piece, on time and with your luggage, I'd say they fulfilled their obligation.

If you're unhappy with SWA, shop them and see if one of the legacy carriers makes more sense and if so, vote with your pocketbook. SWA doesn't have the exclusive in any market and you're the consumer so spend your money as you see fit.

I too wish things were like "the good ole days" but higher fuel prices will likely change this landscape for a long time if not forever. I personally think that SWA still represents good value; even though not as good as before.

Dan

Hi Dan.
Well said. I too have been flying SW for many years and yes the good old days of flying a short flight and getting the same points as a long flight is gone.
I think that we will see more changes as SW builds it's travel empire and I hope they will not forget how we helped them get there.
Woody

They have acquired Air Tran so we'll have to see how that's assimilated. At the end of the day, we can bitch and moan about it or vote with our pocketbook. If the SWA changes become too intolerable, don't continue to spend money with them. If you do, you're condoning their actions.

I'm not suggesting a boycott of SWA but am suggesting that if there's a better alternative that suits your schedule, don't feel beholden to SWA. You're the customer; make the best choice that suits you and let the chips fall where they may.

SWA has done a great marketing job in making the customer feel like family. They have a very loyal customer base. However, don't forget that their primary responsibility is to shareholders (rightfully so) and there's always a delicate balance between serving two masters (shareholders and customers).

All things being equal, I still prefer SWA. At the same time, I continue to shop them to ensure that they still represent the best value for my travel needs on any given day.

Dan

I have always thought it sad that when a business flourishes because of exceptional offerings and service they then decide to take a different path to satisfy shareholders- who often times were not part of the original business model and the running of the business. In other words, in order to satisfy the shareholders expectations of more, more, and more profit the business model is changed. The loyal customer base, who supported and caused the business to flourish are suddenly forgotten while the newer and smarter management team makes the "necessary" changes to satisfy the shareholders. This" delicate balance" usually contributes to the future demise of the once flourishing business. Oftentimes these shareholders are found with too much influence because of their investment - while not having enough brains to leave well enough alone. We shall see if Southwest can buck this trend of asinine management by the bean counters or, as I predict, fall by the wayside and become another example of ruination by corporate stupidity.

I hate the new RR system, but, as noted, they are still so much better than any of the alternatives. We will have to stay tuned, but for now, I'm willing to change planes and make longer trips to go on SW. (I do fly out of Philly, however, so that makes it a little different than if I were flying from the West Coast to Vegas.