Southwest Airlines(LUV) Prnewswire·2025-03-11 10:43Core Insights - Southwest Airlines is rapidly evolving with new initiatives aimed at enhancing customer loyalty and providing more travel options for current and future customers [1][2] - The company aims to attract new customer segments and return to expected profitability levels while maintaining its focus on customer service and operational excellence [2][3] Initiatives and Changes - Upcoming changes include the implementation of assigned seating and extra legroom options, as well as a partnership with Icelandair that began on February 13, 2025 [3] - The airline has achieved a leading position in on-time performance for 2025, operating 98.3% of its published flight schedule without cancellations, marking a year-over-year improvement [3][6] Loyalty Program Adjustments - Travel credits will now expire one year from the ticketing date for most fares, with Basic fares expiring in six months [4] - The Rapid Rewards program will see changes in points earning, with more points awarded on Business Select fares and fewer on Wanna Get Away fares [5] - A new Basic fare will be introduced for the lowest priced tickets purchased on or after May 28, 2025, coinciding with the rollout of assigned seating and extra legroom options [5] Distribution and Customer Reach - Southwest is expanding its distribution channels, now allowing bookings through online travel agency Expedia [5] - The airline continues to focus on providing value to its Rapid Rewards members and enhancing customer experiences [3][5]