As a frequent flyer, (weekly commuter for 5+ years), I feel these program changes are a very distinct change of direction as to the types of customers SW is looking for. It is a dissapointment as the SW brand equity is diminished and as a frequent flyer I will look elsewhere when in the past SW was an automatic selection for me. Already today I booked AA instead of SW as they were cheaper by over half on a KC to Phx flight.
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