Rapid Rewards
Southwest first began to offer a frequent-flyer program on June 20, 1987, calling it The Company Club. Unlike competitor's programs which were based on miles flown, The Company Club credited for trips flown regardless of distance. Southwest Airlines renamed its frequent flyer program Rapid Rewards on April 25, 1996.
The original Rapid Rewards program offered one credit per one-way flight from an origin to a destination including any stops or connections on Southwest Airlines. When 16 credits were accumulated in a 24 month period, Southwest awarded one free round-trip ticket that was valid for 12 months. Beginning March 1, 2011, Rapid Rewards changed to a points system based on ticket cost. Members earn and redeem points based on a three-tier fare scale multiplier and the cost of the ticket.
Customers were able to earn one-half credit by using a Southwest partner to book any car rental or hotel stay, regardless of whether a Southwest flight is involved. Rapid Reward members can also earn one credit for every US$1,200 charged to a Rapid Rewards branded Visa credit card, with charges from Southwest or its partners counting double by dollars spent. Members could register their credit card with Rapid Rewards Dining to receive 0.25 credits for every US$100 spent at restaurant partners. In early 2009, Southwest announced their first retail partner, TeleFlora Flower Club, from which members can earn 0.5 or 1 credit with each flower order, depending on the total cost of the order.
On January 6, 2011, Southwest introduced an updated version of Rapid Rewards. Changes include no blackout dates, seat restrictions or expiring credits. It also adds more options to use points. The new program uses points instead of credits. Points are determined by the fare.
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