I agree with the comments above. You took a great rewards program and made it complicated, and it now looks just like all of the other programs out there. I, for one, can see from a business point of view, it is in the interest of Southwest to use points instead of the previous way of calculating flight rewards. But, it certainly does not look beneficial to the customer anymore.
I have flown Southwest routinely at least bi-weekly for 5.5 years now and have loved the simplicity of your style. Unfortunatley, with all of the upselling going on, such as early check-in, changing rewards etc, I am losing interest in Southwest these days.
I flew to Nashville this weekend and for the first time in many months, I flew Continental and Frontier.
I'm sorry Southwest, you've got to get back to basics, or I'm going to keep looking elsewhere!
--A previous loyal customer.
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