I'm one of the business travelers SW is targetting. I fly 35-40 times a year. I was loyally SW, but no longer. I was just a couple flights away from A-List and now I'm starting over? Fail. I had existing free flights that are not expired that used to be free but now I have to pay $50 to use them? Really?? Fail.
I'll be sure to let the other guys in the office, who are loyal SW fliers also, know that they just got screwed, too. My 35-40 flights just went to other airlines. Congratulations on successfully alienating one of your most loyal customers for the past 4 years.
New Rapid Rewards program? Fail.
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