Southwest Airlines announced on Thursday a significant overhaul of its Rapid Rewards frequent flyer program, which will replace the current two-tier elite status system with a new three-tier structure. The changes, scheduled to take effect on Jan. 1, will introduce Silver, Gold, and Platinum status levels.
Under the new system, Southwest will discontinue its A-List and A-List Preferred status tiers. The company stated that current A-List members will be transitioned to the new Silver status, and A-List Preferred members will be moved to Gold status. The Platinum tier is a new addition to the program.
Tony Roach, Southwest’s chief customer and brand officer, said in an interview that it was “time to do a refresh” of the program.
The requirements and benefits for achieving elite status will also change. To qualify for Silver status, members will need to earn 35,000 Tier Qualifying Points (TQPs) or take 25 qualifying flights. Silver members will receive a 40% point-earning bonus on flights, up from the 25% bonus for A-List status.
Gold status will require 65,000 TQPs or 50 qualifying flights. This is a reduction from the 70,000 TQPs previously needed for A-List Preferred status. The point-earning bonus for Gold members will be 60%, a decrease from the 100% bonus offered to A-List Preferred members.
The new top-tier Platinum status will require 140,000 TQPs or 100 qualifying flights and will provide members with a 120% bonus on qualifying flights.
Southwest is also introducing milestone rewards for members between status tiers. For example, after earning 20,000 TQPs or taking 15 flights, a customer can choose between receiving 2,000 bonus points or two coupons for a “preferred” seat.
Nandika Suri, who heads the Rapid Rewards program for Southwest, said the new milestone rewards are “a way for us to actually recognize and reward customers … faster and more frequently in their journey to continue to engage with us.”
Changes are also coming to the airline’s Companion Pass, which allows a designated person to fly with a member for only the cost of taxes and fees. Beginning with the 2027 earning year, the pass will be earned through TQPs, qualifying flights, as a specific milestone reward, or by achieving Platinum status. Currently, members must earn 135,000 qualifying points or take 100 one-way flights in a calendar year to qualify.
In addition to the loyalty program updates, Southwest confirmed it is developing its first airport lounges, named “Icon,” in partnership with Chase. The airline is building lounges in four U.S. cities, with plans for more in the future.
The announcement from Southwest follows recent changes by other carriers to their loyalty programs. Earlier in the week, United Airlines announced it was adjusting the requirements for its MileagePlus program, increasing the spending threshold for its highest published elite tier.
