R.I.P. Southwest Rapid Rewards?
Southwest Airlines is doing market research on potential new names for their frequent flier program, currently called Rapid Rewards. Among the proposed new names:
- A-List
- Wingspan
- Premium
- Gold
- Multiflyer
- Onyx
Why? Is their program really in need of a rebranding campaign right now? I think Rapid Rewards is a pretty good name for a loyalty program. As a flyer, it leads me to believe I’m going to be rewarded for my business, well, rapidly.
Loyalty programs are a big deal, and I know from personal experience they work. It’s unclear whether or not they intend to change any elements of Rapid Rewards program beyond the name, but I don’t think they’d go through the trouble and the expense if there weren’t some bigger changes on the horizon. Perhaps Southwest has done research that suggests they’re not getting the same bang-for-the-buck out of their program that other airlines are from theirs. I think that would be the only excuse for trying to change a program that appears to be pretty successful.
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