Southwest Matches American's Double Elite Mile Promotion

When American announced its double elite-qualifying mile promotion last week, my expectation was that it would precipitate a quick match by either United or Delta, and possibly eventual follow-on matches by other carriers.

What I didn't expect was that the first competitive counter-response would come from Southwest. We are, after all, talking about elite points, and the principal benefit associated with elite status is upgrades—which Southwest can't provide because it has no first-class service.

For all its aspirations to increase traction with business flyers, Southwest just wasn't designed to deliver the comfort and service extras the full-service airlines routinely trot out for the delectation of road-weary business travelers.

Nevertheless, it's Southwest that has stepped up to offer would-be elites an alternative to American's offer.

Offer Details

Between December 22, 2011, and January 31, 2012, Rapid Rewards members will earn double elite-qualifying points (EQPs) for all Southwest flights. The number of bonus EQPs depends on the fare type, as follows:

• Six bonus EQPs per dollar spent on Wanna Get Away? fares
• Ten bonus EQPs per dollar spent on Anytime fares
• Twelve bonus EQPs per dollar spent on Business Select fares

Program members reach A-List status after 25 one-way flights or 35,000 EQPs in a calendar year; A-List Preferred status requires 50 one-way flights or 70,000 EQPs.

Registration is required.

Deal or No Deal

Extra elite points are great if you're within striking distance of reaching elite status, or of upgrading from A-List to A-List Preferred status.

But for the average traveler, this offer (and American's) is a non-consideration since the bonus points can't be redeemed for free flights—they only count toward reaching elite status.

As I pointed out in connection with American's promotion, because elite qualification recognizes activity on a calendar year basis, this is really two back-to-back promotions: one for 2011 flights that count toward 2012 status; the other for 2012 flights that count toward 2013 status. So the sum is actually less than its parts.

Finally, it's worth reiterating that in Southwest's case, the benefits associated with elite status are decidedly modest: priority boarding, bonus points, priority check-in and security, priority standby, dedicated customer service phone line.

This is a winner for Southwest loyalists, a yawner for the rest of us.

Reader Reality Check

Is this promotion a game-changer for you?

Other Posts of Interest

• American Offers Double Elite-Qualifying Miles Through January 2012
• Upcoming US Airways Program Changes Are Mostly Downgrades
• Earn Triple Base Points for JetBlue Flights
• Double Elite-Qualifying Miles From Frontier
• US Air Brings Back the Buy-Miles Bonus, with a New Restriction
• United Matches American's Elite Bonus for Chicago Flights
• Delta Puts Elite Perks Up for Sale
• Where Do My Miles Go If American Goes Bankrupt?
• Earn More American AAdvantage Miles for Holiday Shopping
• Earn More Delta Miles for Holiday Shopping
• Which Airline Programs Are the Most (and Least) Generous?
• Earn More Shopping Miles From United
• Fly to Tokyo in Business Class for 50,000 AAdvantage Miles

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Comments

[Ed Numrich]

As an "advocate" for WN (as one pilot called me), you're right on with questioning the "what for" of Southwest having an "elite" program: it's really a non sequitur.

Given an all-coach configuration, boarding with the "A" list only gives you a shot at a front of the plane seat with the fat people -- none of whom will walk to the back of the plane where there are plenty of acceptable seat options. Have mentioned this several times to the flight attendants who always give a knowing look if not also a chuckle or laugh.