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Southwest Airlines Overhauls Loyalty Program With Unlimited Companion Pass for Top Tier
Southwest Airlines announced a major revamp of its Rapid Rewards loyalty program, introducing three elite tiers and unlimited Companion Pass trips for Platinum members, alongside new international partnerships and Starlink Wi-Fi across its fleet.
Southwest Airlines unveiled a sweeping overhaul of its Rapid Rewards loyalty program on Thursday, introducing three elite status tiers and, for the first time, unlimited Companion Pass trips for its highest-tier members. The changes mark a significant shift for the Dallas-based carrier as it moves away from its traditional low-cost identity and seeks to compete more directly with United Airlines, Delta Air Lines, and American Airlines.
The centerpiece of the revamp is a new Platinum tier that will grant members unlimited Companion Pass trips, allowing a friend or family member to fly alongside them for free, paying only applicable taxes and fees. The airline’s existing A-List status will become Silver, while A-List Preferred will become Gold. Platinum will sit above both. Travelers who do not reach Platinum can still earn up to three Companion Pass trips through new Milestone Rewards as they progress toward higher status during the year.
«Rapid Rewards was built on a simple idea: make it easy for Customers to earn and use rewards,» said Nandika Suri, vice president of Rapid Rewards at Southwest Airlines, in a statement. «As our Members engage more with Southwest, they’ve told us they want Rapid Rewards to reward them in more meaningful ways, whether they’re working toward status or using the points they’ve earned. These updates build on that feedback by rewarding Members throughout their Southwest experience, while keeping the simplicity and value that have always set our program apart.»
The unlimited Companion Pass benefit stands out because most U.S. airlines offer far more restrictive companion-ticket perks, often tied to premium credit cards. Delta Air Lines, for example, offers an annual Companion Certificate to eligible Delta SkyMiles Platinum and Reserve American Express cardholders, which can be used for one qualifying round-trip companion ticket after the card renews.
Southwest is also changing how customers qualify for elite status. Starting January 1, 2027, every Rapid Rewards credit cardholder will earn one Tier Qualifying Point for every dollar spent on purchases using an eligible Southwest Chase credit card, including the Southwest Rapid Rewards Plus card. That gives customers another path to status without relying exclusively on flights. Members will still be able to qualify through flights or Tier Qualifying Points. Rapid Rewards points will continue to have no expiration dates, and award flights will remain available without blackout dates.
In a significant expansion for an airline historically focused on domestic travel, Southwest will begin allowing members to earn and redeem Rapid Rewards points through new international airline loyalty partnerships starting in the spring of next year. The initial partners will be Icelandair, China Airlines, and Etihad Airways, giving Southwest customers access to destinations including Reykjavik, Paris, Taipei, Tokyo, Abu Dhabi, and Johannesburg. Southwest’s international service has until now been concentrated in Mexico, Central America, and the Caribbean.
Members will also gain more ways to redeem points beyond air travel. Beginning in November, they will be able to redeem points for rental cars through participating rental car companies on Southwest’s booking website. Later in 2027, they will be able to use points to select seats on Southwest-operated flights, including Preferred and Extra Legroom seats. That change is particularly notable given Southwest’s broader transformation, which has included moving away from its traditional open seating model.
Onboard connectivity is another focus. Southwest plans to equip its entire fleet with Starlink satellite internet by fall 2027, offering high-speed Wi-Fi from takeoff to landing. The airline says it expects to become the first major U.S. carrier to complete a fleetwide Starlink rollout, despite United also investing in the service. The Wi-Fi will be free for Rapid Rewards members through a partnership with T-Mobile.
Together, the changes represent a comprehensive effort by Southwest to deepen customer loyalty and broaden its appeal at a time when competition among major U.S. airlines is intense. By rewarding members throughout their journey rather than only at the top tiers, Southwest hopes to keep travelers engaged and spending on its co-branded credit cards, while new international partnerships and onboard investments aim to make the airline a more attractive option for both domestic and global travel.
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