As you can tell from our announcement today, we have a lot of exciting news for our business travelers and our frequent Rapid Rewards Members, and these enhancements go into effect tomorrow, hand-in-hand with the systemwide rollout of our new streamlined boarding procedures. Much of my time and focus (and that of the entire Marketing Team) over the past year or so has been devoted to these changes, and I see them as reconfirming the vision of our Founders, Herb Kelleher and Rollin King, who envisioned an airline that would allow business travelers to park the car and travel by air. Herb and Rollin intuitively knew that business travelers want safe, affordable, frequent, and friendly flights that provide outstanding value for their money, and today's announcement is dedicated to that goal.
Road Warriors have special travel needs; their plans usually change at the last minute; and because their time is so important, they often arrive at the airport just before boarding begins. If ever there was an airline that recognized the benefits of productivity, it is Southwest, and while great fares are extremely important for business travelers--and their companies--making the most of their time is critical. The exciting changes that we have announced today will help these Customers meet both their productivity and budget goals. We have a great interactive page at southwest.com, and it will provide you specific details.
However, I do want to touch on the more significant aspects of these changes. Our new Business Select Fare category ensures that, for a few bucks over our Business Fare, our Business Select Customers will be among the first to board and will also receive extra Rapid Rewards credit for their travels and a free cocktail (or beer or wine). Along with this new fare category, our current unrestricted walkup fare is being renamed our Business Fare, and it gives business travelers total flexibility in their travel plans. And, we haven't forgotten our leisure travelers with our Wanna Get Away Fares that offer our world famous discounted leisure fares. (DING! fares remain generally our lowest fares and can only be accessed through the DING! "widget," which is downloaded directly to your desktop. To sign up for DING!, click here.)
Along with the changes in our fare platform, you will see enhancements at southwest.com as we have simplified our initial fare displays to help you find the fare that best suits your travel needs. The Wanna Get Away fare section will always show the lowest available fare (again, except for DING! fares) for your selected travel date. Searching for lower fares on other travel dates is also easier now with the newly improved "Southwest Shortcut."
Aside from new fare product and web display, we have another exciting enhancement for our most frequent travelers, the Customers we call our A-Listers. To be a part of this A-List, you don't have to walk a red carpet, hire a publicist, or hide from the paparazzi; you just need to complete 32 one-way flights (16 roundtrips) in a 12-month period. Once you reach this milestone, you move to the A-List, and we will check you in automatically for your flights and hold your boarding pass(es) for you. All you (or your publicist) have to do is print out your preassigned boarding pass and be at the gate at least 20 minutes before departure. We'll do the work for you.
Another exciting change is the availability to redeem two Standard Awards in our Rapid Rewards frequent flyer program for an unrestricted Freedom Award. We listened to our frequent travelers who wanted "last seat availability" on our flights, and we're introducing this new program today. With the exception of a few select blackout dates, Southwest is making it possible again to redeem frequent flyer Awards for unrestricted travel.
Today is exciting because these new enhancements give us the ability to differentiate our product to meet the differing needs of our Customers without having to change our decades-long dedication to low fares and great Customer Service. I am hoping that you will be just as excited as we are about these enhancements to our product because we really want to be your airline of choice for both your business and personal travel needs.
Comments
You have greatly reduced what distinguishes you from your competitors! I had always flown on airlines that offered assigned seating, but gave your airline a shot. I was impressed! Southwest demonstrated a true Egalitarian attitude - it didn't matter if you were a student returning from school, a family going on vacation, or a business traveler. All had an equal opportunity to get great fares, and an equal opportunity to board among the first and get the best saetin - all it took was confirming as soon as you could, and then showing up at the gate in time to get near the front.
All of this is gone! You give "preferred" seating to those who fly the most, and charge significantly more for a business travelr who wants to board first without getting their boarding pass early or showing up early.
I am greatly disappointed in Southwest, and will now check your competitiors fares before I bother to book with Southwest!
Kevin
Why don't you all swallow your pride and go back to the successful policy you all have enjoyed for many years.
This is the biggest airline blunder of all time. Anyone with any common sense can see that.
Why the heck don't you listen to the customers? Quit defending a plan that is doomed to failure.Your loyal flyers were not the ones who suggested the changes. To coin a phrase"Can 50 million Frenchmen be all wrong?". For God's sake, listen to the folks who buy your tickets.They are mad as hell.
My family will no longer fly SW, period.
Unless the pre-board policy is changed.
Shaun Dakin
I LUV IT. most of the time, only people with complaints post. The new boarding system is greatystem.
Eliminates the Jockeying and hours before line up, and the people who ignore the line etc... if common couretsy was more common then it would not be an issue.
Parents with children now board after the A group. 60 people? really, is your complaint that after 60 people board this is too large an issue. Even on a fuill plane people will move to allow seating together. So now waiting to board after 60 people is a slap in the face. REALLY? come on SERIOUSLY?
And this new process sucks in comaprision to who...which airline? at what fare rate.
I think the new procedures are good, and the latest round of fare hikes reasonable.
Seems Southwest is starting to look - and act - like all the others. Too bad...
OK SW, here is some tough LUV.
I fly your airline at least 20 roundtrips a year, so I will be an A-lister. Whoopee. I see no benefit to me being part of this new program. I check in 24 hrs in advance, so I get the A list anyway, and if you fly 16 RT a year, you end up using drink tickets for everyone around you anyway!
With that being said, I immediately noticed the fare hike on my last purchase. $99 one-way internet only or $389(and I get a drink!). SO WHAT? For $800? In Herb's book, Herb and the "Over the Hill" gang developed an airline where everyday people could afford to fly to see family and friends. I especially like the David and Goliath example where SW was competitive at all costs and beat the big guys by playing different. Well, it is sad to say we are conforming. BE CAREFUL SOUTHWEST-SOME YOUNG DAVID MAY COME KNOCK US OUT IF WE CONTINUE ON THE CURRENT PATH....Now, please do what Southwest does very well and that is LISTEN. Listen to your customers and keep reasonable fares. We, the business traveler like who you are.
If I want high fares and stuffy airlines, I can go to US scare, AA, or Delta.
No Thanks.
I will remain loyal, but let's go see a councelor, huh?
Emily, just wondering who is taking care of your child while you are blogging. Seems like you spend more time on the computer than quality time with your child. Southwest - thanks for being the BEST!!!
Becky
I recently read that Southwest would no longer allow parents with young children to board early. If this is incorrect please ignore this comment!
I for one really appreciate that Southwest puts families first. As a father who has had to travel with young children I've always appreciated the willingness of the airline and fellow travelers to allow me to find a convienient seat where I can have my children near by. The complaint I've heard is, "why should parents who arrive late to the gate be permitted to board ealy?" Let me answer that
(1) The number of parents and kids who usually board early are typically a fraction of the total number on board (in my experience and I'm sure LUV has statistics on that). There are PLENTY of good seats available for the business traveler
(2) Very often parents arrive late because of a late connection. They have no control over when they arrive at the gate. I've experienced this myself on numerous occasions
(3) Have a "HEART". We're talking about families with SMALL CHILDREN. I find it ironic that an airline that has a "HEART" as a logo tells parents with small kids to line up with everyone else.
Please show more kindness to parents with small children. Let them board early.
Thank you for listening,
Fred
This new assigning of board pass number 36 hours prior to flight time based on the usage of Southwest is the most unfair ill thought out thing Southwest has every done. The one thing our company has always admired about SWA was it fairness and equal treatment of all passenger and the ablility to have an equal change at a seat of choice via logging in early and get a boarding pass number. As CEO of a small company who pay the bills I now found unless I am willing to pay you full fare +++ I am stuck with a 'B' 'C' ticket as I do not fly as much as my empolyees you are the true frequent flyers. All you have done with the new boarding assignement system is force us to go to other airlines. After all you price are not that great now that we are forced to buy full fare tickets. YOUR ADS OF 'Do you want to get away - use SWA' should read 'Just get away from SWA for stupidity'
Dennis Badzik, CEO - JB Developers, Inc.
Dear Pamela,
Your suggestion is a good one. Unfortunately, it has been tried without success. Parents with small children were told that they could preboard provided that they sat behind a given row, and invariably, they complained (loudly) and did not comply. Once on the plane, what could the flight attendants be expected to do? Physically move them?
You are obviously rational and reasonable and if everyone was like you, that policy would work, would likely still be in effect and many would be pleased. Unfortunately, all parents are not as reasonable and understanding as you are, and another system became necessary. And since we are talking about parents and small children I will quote from "The Little Mermaid" with Sebastian's lament about misbehaving teenagers. "Teenagers!..... You give them an inch, and they swim all over you! It seems that parents with small children acted similarly.
It is also important to remember that the speed at which the passengers board and deplane is of critical importance. Airplanes do not make any money sitting at the gate. If the ground times increase by only a few minutes per flight, the airline will need more planes, crews, and ground personal to handle the same number of flights. And that only translates into higher fares.
We all want large, aisle seats with gormet dinners and hot towels, but we need low fares. If we want the former, first class seats at rediculous prices are available on other airlines. If we need the latter (I do), we have to work with the airline. I hope that this clears up some of your questions.