Southwest devalues reward program, but offers free companion fares to ATL fliers
Today would be a good day to call your friends in Atlanta to casually ask how they're doing, if they need anything or, um, ask how often they fly Southwest. The popular low-cost carrier says that they're helping to "put the Heart in Heartlanta" (whatever that means) by offering free companion fares for the rest of the year to any flier who makes three qualifying round-trip flights from Hartsfield-Jackson International Airport.
And if you're the kind of generous Atlanta resident who wants to take a friend on every Southwest flight you book until the end of 2015, you'll have to take three Southwest flights originating from and returning to The ATL between now and May 17 of this year. You'll also have to sign up for their Rapid Rewards program; enrollment in this promotion isn't automatic (oh, and then you should call me. I'm a nice person and would be super fun to travel with).
According to the Rapid Rewards site, there aren't any blackout dates or other travel restrictions for the original passenger—who must have an Atlanta-area home address — or their lucky friends. The tiny catch is that when booking the companion fare, there will be a $5.60 September 11 Security Fee for each flight segment, as well as any applicable taxes or fees for international travel. Other than that, it does look more or less free for your friend to, you know, "move about the country."
Southwest is currently the No. 2 carrier in Atlanta and this promotion is part of their ongoing ATL-specific campaign that targets market-leading Delta (which is headquartered at Hartsfield-Jackson). And it's also a chance for the airline to wave its hands and say, "hey, look over here you guys!", possibly distracting travelers who just read that Southwest will be reducing the value of their reward points.
Starting on April 17, Southwest's Rapid Rewards will "vary in value based on destination, time, day of travel, demand and other factors. This makes the carrier the latest of a string of airlines to devalue its award program, including Delta, United, Delta, British Airways, and, did we mention Delta? The devaluation is also the second in Rapid Rewards' short lifespan, and the first was less than a year ago.
Time will tell just how negative this is for frequent fliers, but this seems like all the more reasons for travelers in Atlanta to get those qualifying flights in before mid-April. Oh, and to sort of nonchalantly ask your friends if they happen to have one of these Atlanta ZIP codes.