Southwest Airlines, the airline that made one-class open seating and service acceptable and even “cool” in America, is quietly changing its business model. Some passengers are now more equal than others.
First it was the online check-in, which allowed travelers with a computer and perhaps a helpful administrative assistant or travel agent to print a boarding pass the day before their flight. That allowed them to board earlier than those who just showed up first at the airport.
Then came “Business Select” fares, which allowed passengers to board first by paying a $15 to $25 premium over the unrestricted coach fare, regardless of when they checked in.
Of course, that slight premium over the coach fare turns out to be a large premium over discount fares, so passengers who book way in advance would have to pay considerably more — perhaps double — for that priority boarding. Still, the “Business Select” fare does include double miles and a free adult beverage.
Now, the new class system is spreading to the security lines.
Southwest will soon introduce “priority security lane access” for its Business Select and Rapid Reward A-List Customers at select airports, including Dallas Love Field, Phoenix, Los Angeles, Orange County and Baltimore-Washington. They plan to expand the program to other airports.
“We believe that our customers will appreciate the added benefit priority security lanes will provide,” said Kevin Krone, Vice President – Marketing, Sales and Distribution. “Expediting passengers through security is just one example of how Southwest is enhancing the Customer experience by offering added convenience for seasoned travelers.”
Ah, “seasoned” travelers — translation: travelers with a Business Select boarding pass, or an “A-List” identification card, given to passengers who fly at least 16 roundtrips in 12 months.
And note, this “A-List” identification card is NOT the same as an A group boarding pass, which is given to the first passengers to check in for the flight. It’s a card designating elite frequent flyer status, much like United’s Premier and American’s Advantage Gold cards.
To the airline’s credit, it’s inviting comments on its Web site.
Most major airlines already give perks to their most frequent and highest-paying customers, so these moves might not come as a surprise. And with Southwest’s current resistance to fees, as their slogan almost says “You are now (still) free to move around the country.” Just not as freely and easily as our best customers.
{ 10 comments… read them below or add one }
I really don’t have an issue with this. This puts Southwest frequent flyers at the same level other airlines frequent flyers are with their dedicated lanes at security.
Even if I don’t pony up the money for business select, I can still check in at the 24 hour mark and get an A boarding pass.
I still get an A pass whenever I check in. I think it is a great idea to let those folks go first through security because they are the quickest ones to scan anyway. Allows the rest of us to get through quicker as well. Now if they would just make a dedicated line for the parents who think that they need 100lbs of carryon baggage and a stroller that cost more than my first car, the rest of us would be ecstatic!
Sorry for any confusion, the A boarding pass, which you get for checking in early, is NOT the A-list identification card, thats for the super frequent flyers. And only those people will be able to use the fast line. Though, yes, other airlines do it at major airports for their top people.
I was once in Cincinnati where the line was over an hour long. Except for Delta medallion and first class, where the line was about five minutes long. (Sometimes I think these airlines need to be flexible and use common sense.)
If security is being run by a Federal agency now, why can airlines dictate separate lines? Who pays for the resources to screen passengers?
For Jim: The separate lines are only allowed UP TO the TSA checkpoint. Once within the TSA’s area of control, all citizens are equal (supposedly). In other words, once a pleb finally makes it through the line, and enters the area where all the X-ray machines, are, you are technically allowed to approach any security conveyor belt you desire. I’ve not tested the law, but I’ve seen many folks do it.
Pease stop the whining about moves designed to improve the screening process for those who travel more frequently or pay the higher fares – both of which generate the revenue the airlines need. And please also remember that the higher “Business Select” fares allow Southwest to offer lower-priced fares that make travel so affordable for so many people.
Southwest’s move is perfectly logical and reasonable. As has been noted, other airlines do this, so Southwest now has one less product “gap” againts key competitors like American and Delta. If you pay more, you should get more. This should extend to airport screening along with other aspects of the journey.
In my experience, I have seen TSA agents direct or walk waiting passengers to empty “elite” lines and the other lines have long back-ups. It may not happen at every airport or every time, of course – your long wait is proof of that. With fewer people flying, security screening line wait times may also shrink.
Good points Henry, and not whining personally. Am a United Executive Premier so I usually get the fast line. But I do find it amusing that the carrier that made such an issue of being one-class is now in many ways acting like all the others. Albeit more efficiently. And with less stupid fees.
I am a very experienced flyer and I would love to be able to go through a line where those of us who haveit together can pass quickly. I also really hate the whole boarding thing at Southwest. I fly CAL whenever I can.
Southwest will soon introduce “priority security lane access” for its Business Select and Rapid Reward A-List Customers at select airports, including Dallas Love Field, Phoenix, Los Angeles, Orange County and Baltimore-Washington. They plan to expand the program to other airports.
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They turn security into a total CHAOS at the expense of other airlines who share the concourse with them.
Ever travel out of LAX?……..at times, they’ve had LINES that run from Terminal One all the way to Terminal TWO…………hundreds of feet between the two.
I don’t see anything wrong with this. Many businesses offer special perks to their most loyal customers. I fly with Southwest perhaps a couple of times a year. Obviously, my business doesn’t mean as much to them as that of people who fly with them several times a month. And what different does it really make to be the first in line at security or boarding the plane? I haven’t seen them make anyone at the end of the line ride on the wings. Everyone gets a seat. These are not long-distance flights. Sitting for a couple of hours on any seat in the plane shouldn’t be that big a deal. The biggest problem might be having room to stow your carry-on, but if the carry-on rules are enforced there should be room for everyone’s belongings.