How about complimentary WiFi access of Rapid Rewards members? This would ultimately be a differentiating factor and would become a great marketing opportunity.
I can see the ads now: Passenger walks into airport, checks in at competing airline's desk. Looks at ticket and sees complicated table/graph showing the various costs for WiFi. Passenger faints, then the narrator comes on: "Wanna get away? At Southwest, we recognize the importance of inflight WiFi to our customers. Which is why we offer it for free to our Rapid Rewards members. Just another fee that doesn't fly with us." Screen turns black, displays the latest deal while narrator says "sign up for Rapid Rewards for free at Southwest.com." Display Southwest logo as we hear the ding and the narrator says "you are now free to move about the country."
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