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.
