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Southwest Airlines revamps rewards program for frequent fliers

10 January 2011

Southwest Airlines Co. is unveiling the first major update to its Rapid Rewards program since the airline launched the frequent-flier benefits nearly 24 years ago.

In Southwest’s new frequent-flier program, points earned go up with the price of the ticket.

The changes sweeten the rewards for people who pay more for tickets, since the points earned are directly linked to the ticket price. People who buy full-fare tickets will earn more points per dollar than those flying on advance-purchase fares.

But people who were used to flying a lot of short hops to get a free ticket may not like it so much.


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