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Friends,

Bluntly, I am a little tired of writing about Southwest. However their dynamic, devalued Rapid Rewards pricing is now live and it is worthwhile to cover.

It kind of feels like singing the Fray’s song How to Save a Life without instruments and hoping that maybe someone will hear you. But in this case, they will not—because the old Southwest is gone.

So, here goes.

673 words tonight.

Bill to abolish the TSA. I tend to agree with Gary Leff’s opinion.

Marriott Bonvoy points on sale.

Interesting CNN article on cost of Heathrow shutdown.

Whoah.

This Ritz-Carlton looks wild.

Evidently I sent bad data on US-Canada bookings earlier this week.

Close call at DCA today.

It is not the changes at Southwest that are frustrating to me, per se. I never liked open seating, no one charges change fees anymore, and two free bags always felt too ‘one size fits all’ to me (personally).

Disagree as you might, all I am highlighting is that I am a full proponent of the airline’s material need to innovate.

What I dislike strongly and draw real concern with is the manner in which these changes are being rolled out. By most measures, Southwest is destroying their brand—and therein risking the loyalty of the fliers who keeps them in the skies.

In major markets (Dallas, Chicago, Houston, Atlanta, Phoenix, etc.) you have larger carriers with objectively better products. In smaller markets (Nashville, Kansas City, Austin etc.) Southwest is larger but not ubiquitous. For frequent fliers and casual travelers alike, they are no longer competitive.

If you run a business that sells a product to humans today—please do not destroy your brand in an attempt to make more money. It will end poorly. And if you are Bob Jordan and reading this email, please call me.

Or don’t.

This brings us to today’s news: the new, devalued Rapid Rewards pricing went live in the past 36 hours. Are these changes wholesale terrible? No. But giving zero notice on a reward’s program devaluation is a bad faith move no matter if you are Southwest Airlines or a fro-yo stand with a punch card.

So, the new pricing is not great at all on longer routes like Phoenix to Honolulu:

It is not so bad (somewhat decent, actually) on advance short haul bookings like Dallas to Houston:

Like most carriers you now have added unpredictability with pricing, but c’est la vie.

What I dislike is the way this was implemented coupled with a lot earning less on Southwest’s lowest fares. This in aggregate just leaves little reason to actively choose Southwest.

The airline’s success to date has been built on consumer’s choosing them over the incumbency—because their value proposition was stronger. Now, even the Companion Pass has been stripped of material value.

What is next? I am not sure. And for the sake of the airline, I hope I am wrong in my analysis.

But I am flying to Austin in a few weeks, and did not even look at Southwest options when booking. I de-facto chose the other airline in Dallas that has a better frequent flier program, airport lounges, first class upgrades, global partners, and a similar schedule.

That does not bode well, in my opinion.

Big Picture: The new Rapid Rewards pricing structure is live, and while there is some value to be had I am not amused. But who cares what I think—what do you think of all this?

Happy flying.

Remember, this life you are living has meaning. Thank you for reading. I am grateful you are here and would love to hear from you. If you'd like to write me a note, simply reply to this email. Otherwise I'll see you in the next one.

Be well today. -Tommy

P.S. If I can ever help you plan your next travel adventure (slash help make your points go farther), I’d be delighted. You can schedule time together here.