Southwest is overhauling Rapid Rewards in 2027, with three new elite tiers, Companion Pass bundled into Platinum, credit card spending counting toward status, and new partner airline options.
“Beginning in late 2027, Southwest Icon Lounge is coming to select airports (Austin, Baltimore, Honolulu, and Nashville)…” Okay, so don’t expect that any sooner than 2028.
Oh well, end of an era! The companion pass was great while it lasted.
Talk about an airline that lost its way, after giving in to Singer's bullying. I'm just waiting for the take-private transaction that will lead Southwest down the private equity toilet bowl.
My take: Southwest is positioning themselves for maximum leverage on their premium card.
Without CP, they'll struggle to compete. Why pay equal prices as other airlines when SW's hard product is so inferior?
I think they'll continue to offer a backdoor to CP, but it will require customers to pay $600+ for a premium card. Also we will see more CP-oriented promos on the non-premium cards rather than elevated point offerings
