I've read that Southwest had problems with people mistakenly using the pass of their traveling companion, causing slowdowns at check-in, so their response was simply to eliminate mobile boarding passes for reservations with more than one person. But really, fixing the "only one pass per phone" problem isn't that hard: just add a separate text field for an individual phone number or email address next to each name, and if separate numbers/addresses aren't given for each person, bounce the check-in until they are furnished or a print option is selected. This isn't hard. This is the age of convenience, and not being able to have a mobile boarding pass is especially a hassle on the return trip, when one either has to look for a hotel printer or wait in long lines at the airport. This is also the age of conservation, and Southwest is forcing customers to create more paper waste. Thumbs down to Southwest for not prioritizing a simple problem that I've solved in thirty seconds. Southwest's IT department certainly can innovate when $$$ are involved: upgrade your seat; buy EarlyBird check-in, get on the A-List. But a small innovation that helps passengers doesn't make the cut?
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