Southwest Airlines goes A-list

Flying for peanuts? Not anymore. Southwest Airlines, which pioneered budget flying for the masses, is going uptown.
You’ll still be able to get low fares, but the carrier announced today that it will also offer higher-priced Business Select fares that entitle buyers to get seated first, earn frequent-flier credits faster and sip a free cocktail.
That’s not the only new privileged class. Customers who take 32 or more flights in a year will get advance automatic check-in, ensuring they will “most likely” get an “A” boarding pass, the airline said.

Even Rapid Rewards are no longer equal. The new Standard Award is limited by seat restrictions, including blackout dates. It takes two Standard Awards to get one Freedom Award, with fewer limits.

These changes, said Southwest Chief Executive Gary Kelly,

will “transition Southwest from a one-size-fits-all airline to the airline that fits your life.”

Unless, of course, you’re a budget flier hoping to get an “A” boarding pass or a parent trying to snag seats with your toddlers. Under another recent change, families with children age 4 and under board after the “A” group, not ahead of other passengers.

Southwest’s initiatives may delight some business travelers, of course, who will get easier boarding, better seats and more perks. Kelly told reporters the changes will also add at least $100 million a year to Southwest’s bottom line.

Like other carriers, Southwest has been battered by soaring fuel prices. Still it’s sad to see it imitate the “bad old airlines” that its execs have so often tweaked.

With business fares, elite fliers, restricted awards and free drinks for some, Southwest is starting to look a lot like American, Continental, Delta, Northwest, United … you name it.

—Jane Engle, Los Angeles Times Assistant Travel Editor

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This entry was posted on Wednesday, November 7, 2007 at 6:07 pm by Jane Engle and is filed under Business Travel, Frequent Flier, News, Tips & Advice. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a comment, or trackback from your own site.