Southwest took another step away from its rebellious past and another step toward being just another legacy carrier today. But if you’re traveling last minute on the company dime, there may be a silver lining: Expensive fares, usually bought very close to departure, will now come with a guaranteed “A”-group boarding pass, assuring early boarding and seat selection under Southwest’s open seating model. Plus, you get a free cocktail.
Unclear from early reports is how the number in one’s boarding group is calculated for these passengers. (Southwest recently started numbering boarding passes within the A, B, and C groups, and requiring passengers to board in sequential order.)
Many Southwest fans will be outraged. The airline is gradually moving away from its democratic model, and going with a “money talks, BS walks” approach.
But at the same time, loyalty will be rewarded, too. Much like elite frequent flyers at United, Northwest, or US Airways get access to “premium” economy seats, Rapid Rewards members with 32 flights under their belt in one year are guaranteed an “A” boarding pass.
And in a marketing spin, those expensive last-minute fares would now be termed “Business Select” fares.
(Ooooh, “select”… Isn’t that a grade of beef? Select… choice… prime… The old-style “cattle call” may be gone, but the bovine metaphors live on.)
So, to recap: Expensive tickets get more perks and better seats. Frequent flyers get “upgrades.” And the marketers are spinning tales about how revolutionary and great this all is.
Sounds like a “legacy” airline. Not that there’s anything necessarily wrong with that. But the low-cost revolutionary hype is not in tune with reality any more.
They’ve grown up, perhaps. But Southwest is turning into the airlines it once mocked. Welcome to middle age!
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November 8th, 2007 at 6:39 pm
I got the scoop on how they determine your A order. First, the Business Select people get on the list, then the A-listers go. I’m told that A-listers are sorted from most segments to fewest.
November 8th, 2007 at 7:57 pm
Aha! Thanks for clearing it up!
November 10th, 2007 at 4:44 pm
What a complete mess! The fact of the matter is Business Select members always get the better end of the “trip”.
November 19th, 2007 at 6:56 pm
Found this post through google while trying to figure out how many Business Select Fares are on any given plane. (Closely guarded secret, I’ll bet)
Why was I after that information?
First time flying under the new rules. Checked in 2 minutes after the 24 hour window opened, I’m the proud holder of A number 43 and 44 boarding passes. So 42 people checked in ahead of me, which I guess is possible, or there are a bunch of “Business Select” fares.
And cutesy marketing aside, SWA has always been “money talks, BS walks,” in my experience.
May 13th, 2008 at 10:55 pm
Here’s the real dirt: First, business select fares. Then frequent flyers with 32+ segments. THEN PEOPLE FOR WHOM THIS IS A CONNECTING FLIGHT. That’s why the A list always fills up if your flight is not first thing in the morning. Of course if you use http://www.seat-sniper.com, you still have a good chance of getting an A pass .
May 24th, 2008 at 10:29 pm
that link is seat-sniper.com without the comma at the end
November 11th, 2008 at 9:13 pm
[...] States that’s genuinely egalitarian. JetBlue gives their better customers better seats. Ditto Southwest. Seriously: Is any airline not rewarding their best [...]
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