Now Southwest Joins American, Alaska Airlines, British Airways, Hawaiian, and Delta in Limiting Companion Pass Benefits, Only Top Tier Loyalty Members Can Avail This, New Update is Here

Published on June 30, 2025

By: Tuhin Sarkar

Now, Southwest joins American, Alaska Airlines, British Airways, Hawaiian, and Delta in shaking up the skies. All are limiting Companion Pass benefits. Travelers everywhere feel the impact. Only top-tier loyalty members can avail this prized perk.

Meanwhile, a new update is here, and it’s sending shockwaves through loyal flyers. Questions swirl. Why would Southwest join American, Alaska Airlines, British Airways, Hawaiian, and Delta in closing the door on countless passengers?

For years, Companion Pass benefits meant freedom and unforgettable trips. But now, airlines tighten their grip. Rules change fast. Only top-tier loyalty members stand to win. Everyone else faces disappointment and rising costs.

The stakes are high. The new update could redefine loyalty across American, Alaska Airlines, British Airways, Hawaiian, Delta, and now Southwest.

Curiosity spikes. Will these changes spark a loyalty war or leave travelers searching for new skies? The answer lies just ahead.

Southwest’s Loyalty Bombshell Sends Shockwaves Through Travel Industry

Southwest Airlines is plotting a loyalty program overhaul that could rock travelers and reshape the airline’s place in America’s skies.

The Dallas-based carrier is considering sweeping changes that may confine its iconic Companion Pass to only the highest tiers of elite travelers. This radical shift could fracture the loyalty of millions who’ve long cherished the flexibility and savings that the pass provides.

Meanwhile, questions swirl about how far Southwest will go. The airline, famous for its no-frills simplicity and loyal following, risks alienating its core customers if it follows through.

The Heart of the Companion Pass: A Key to Southwest’s Identity

At the center of the storm lies the Companion Pass. For decades, it has been Southwest’s crown jewel—a perk that lets loyal flyers bring a companion on flights for free, paying only taxes and fees.

Unlike many perks in aviation, this one wasn’t tied exclusively to elite status. Frequent flyers, savvy credit card users, and even casual travelers have earned it by racking up qualifying points or segments. It’s been Southwest’s secret weapon in a fierce airline loyalty war, pulling passengers away from carriers like American, United, and Delta.

However, Southwest is signaling a possible pivot. A recent customer survey leaked online suggests a new model in the works: a four- or five-tier elite program that reserves full Companion Pass benefits for only the airline’s top flyers.

The Companion Pass: Southwest’s Crown Jewel Under Threat

For years, Southwest Airlines’ Companion Pass has been a golden ticket for travelers craving freedom, savings, and spontaneity. It’s not just another airline perk—it’s a game-changer. This little card has allowed countless passengers to bring someone along for the ride, paying nothing more than taxes and fees. Vacations became cheaper. Family reunions felt closer. Business trips turned into mini-getaways.

Unlike most airline rewards tied strictly to elite status, the Companion Pass has been refreshingly accessible. Everyday travelers could earn it by piling up Rapid Rewards points through flights, credit card swipes, or strategic spending. The result? An intensely loyal customer base that’s chosen Southwest again and again over other carriers.

But now, storm clouds gather over this beloved perk. Southwest is considering major changes that could transform the Companion Pass into an elite-only benefit. According to reports and leaked surveys, the airline may restrict the pass to travelers hitting lofty thresholds—think 100,000 to 160,000 points or dozens of round trips each year. For average flyers, that’s a steep climb.

Meanwhile, rumors swirl about the possibility of replacing the unlimited pass with just a few companion certificates each year for lower-tier members. Suddenly, that dream of endless two-for-one adventures could vanish for many.

These potential changes strike at the heart of why so many travelers fell in love with Southwest. The Companion Pass wasn’t just a discount—it was a symbol of the airline’s promise to treat customers like humans, not just revenue streams.

If Southwest pulls back this benefit, the fallout could be significant. Passengers might rethink loyalty, shift credit card spending, or even explore rival airlines offering flexible rewards. For Southwest, known for standing apart from the crowd, this decision could redefine its relationship with millions of travelers.

The question remains: Will Southwest preserve the magic of the Companion Pass—or sacrifice it on the altar of profit? For countless flyers, the answer matters deeply.

Loyalty Could Come at a Higher Price

If the plan moves forward, earning the Companion Pass could become far more grueling. The top-tier thresholds floated in the survey range from 100,000 to 160,000 points—or as many as 30 to 50 round trips per year.

Meanwhile, those who fall below that high bar might get only partial perks. Lower-tier travelers could be limited to a few companion certificates each year, drastically reducing flexibility.

Moreover, uncertainties loom. Southwest hasn’t clarified whether credit card sign-up bonuses will still count toward qualifying for the pass. That potential change alone could shake the credit card market and disrupt how travelers plan and pay for trips.

Travelers Fear Losing Freedom and Value

The possibility of these changes has ignited intense emotions across Southwest’s fiercely loyal fan base. Many travelers depend on the Companion Pass for affordable family vacations, romantic getaways, and business flexibility.

Losing this benefit—or seeing it slashed—could force loyalists to rethink their relationship with Southwest.

Meanwhile, the potential downgrade may ripple through credit card partnerships. Southwest-branded credit cards have long sold customers on the dream of earning the Companion Pass through everyday spending. Without that powerful incentive, many might shift spending toward cards offering broader transferable rewards.

Southwest’s Changing Identity in a Competitive Market

Southwest has long cultivated a unique brand identity. It doesn’t offer first-class cabins, international long-haul routes, or airport lounges. Instead, it’s built loyalty around low fares, friendly service, free checked bags—and the Companion Pass.

However, recent moves suggest a shift. The airline has tightened fare rules, added expiration dates to travel credits, and tested new monetization strategies similar to legacy rivals like American Airlines and JetBlue.

Moreover, Elliott Management, an activist investor, has entered the picture. The firm has criticized Southwest’s pace of innovation and pushed for changes to boost financial returns. Now, some fear Southwest may sacrifice customer perks in favor of shareholder gains.

The Financial Pressures Pushing Change

Airlines everywhere are under pressure to squeeze more revenue from loyal customers. Elite tiers, loyalty perks, and credit card partnerships represent lucrative income streams. Southwest’s Companion Pass is a costly benefit, especially when flyers combine it with cheap fares.

Meanwhile, Southwest’s route structure faces limits. Unlike its legacy competitors, it doesn’t have high-margin business-class seats, long-haul transcontinental routes, or global alliances to bolster revenue.

Therefore, executives may see loyalty program changes as a path to boost profits without raising fares for every customer. However, the gamble is high.

Potential Fallout for Airports and Regional Travel

These loyalty changes could impact traffic through Southwest’s major airports, including Dallas Love Field, Denver International, Chicago Midway, and Las Vegas.

Frequent flyers, especially those who rely on companion perks for regional trips, might reduce flying if benefits shrink. Meanwhile, other carriers could lure away dissatisfied travelers with alternative perks, frequent flyer miles, or credit card bonuses.

Moreover, tourism boards and hotel partners who rely on Southwest’s loyal customer base might feel ripple effects if customers shift spending or travel plans.

Flying Two for One: How Companion Passes Are Shaping Airline Loyalty — And Why Southwest’s Perk Stands Alone

Flying two for one sounds like a dream, but in the airline world, it’s a powerful reality — and a fierce battleground for loyalty. Companion passes have become secret treasures tucked inside loyalty programs, offering travelers the chance to bring someone along for little or nothing extra. For some, it’s a gateway to family adventures, romantic escapes, or spontaneous getaways that would otherwise stay grounded.

Yet not all companion perks are created equal. While big names like American, Alaska Airlines, British Airways, Hawaiian, and Delta dangle enticing one-time deals, Southwest Airlines has carved out a legend with a perk that goes above and beyond. Its Companion Pass isn’t just a bonus — it’s a lifestyle, promising unlimited trips and unforgettable memories.

But as airlines tighten belts and reimagine loyalty, one question looms: Can this two-for-one magic survive the winds of change? Travelers everywhere are watching — and hoping.

A New Battlefield in the Skies

There’s a secret weapon in the airline industry. It’s not extra legroom, gourmet meals, or plush airport lounges. Instead, it’s the humble Companion Pass — a travel perk that transforms a solo ticket into a two-person adventure, sometimes for free.

Across airlines worldwide, these companion perks are reshaping loyalty programs, influencing credit card spending, and driving fierce competition for travelers’ wallets. However, even as more carriers dangle enticing offers, one airline stands apart: Southwest Airlines, whose legendary Companion Pass has become the gold standard of the skies.

Southwest Airlines: A Perk Unlike Any Other

For many travelers, Southwest’s Companion Pass is a ticket to freedom. Unlike other airlines, Southwest doesn’t limit this benefit to just one flight or one time per year. Instead, the Companion Pass offers unlimited flights for a companion — free, except for taxes and fees — on both cash and award tickets for the life of the pass.

It’s a perk so generous that it has spawned entire communities of travelers who plan family vacations, romantic getaways, and business trips around earning and maximizing it. Achieving the pass requires 135,000 qualifying points or 100 one-way flights in a calendar year, goals often boosted through credit card bonuses and spending.

For Southwest, this pass isn’t merely a marketing gimmick. It’s a loyalty engine, binding customers to the airline year after year. It’s also a financial win, keeping passengers flying Southwest instead of defecting to legacy rivals offering first-class cabins or fancy lounges.

Alaska Airlines: The Famous Companion Fare

Meanwhile, Alaska Airlines offers its own twist. Its “Famous Companion Fare” is a fan favorite on the West Coast and among travelers heading to Hawaii. Instead of unlimited flights, it provides one discounted companion ticket annually, costing about $122 in total.

Cardholders of the Alaska Airlines Visa earn this perk simply by keeping the card and spending at least $6,000 annually. For couples or families planning a major trip, the discount can translate into hundreds of dollars saved.

However, unlike Southwest, Alaska’s benefit is single-use and geographically focused. Travelers outside Alaska’s primary markets might find it less compelling, though it remains a solid value for many.

American Airlines: One Certificate, Big Spend

American Airlines also plays in the companion game, albeit with a steeper price tag. Certain AAdvantage credit card holders can earn a domestic companion certificate after spending $20,000 to $30,000 annually.

This perk provides a companion ticket in Main Cabin for a base fee of about $99 plus taxes and fees. For frequent flyers, the certificate can offer significant savings on pricier routes.

However, the high spending threshold places it out of reach for many casual travelers. Unlike Southwest’s broad appeal, American’s perk skews toward business travelers or loyalists already heavily invested in the AAdvantage ecosystem.

Delta Air Lines: Premium Companion Experiences

Delta’s companion certificate comes as a perk for holders of certain SkyMiles American Express cards. Once a cardholder renews for a second year, they receive a free companion ticket for domestic travel, paying only taxes and fees.

The perk becomes especially powerful at the premium level. Delta’s top-tier Reserve card offers the companion ticket in First Class, Comfort+, or Main Cabin. For couples craving extra legroom and premium service, it’s a valuable incentive.

Yet again, this perk is limited to one round trip per year. For those seeking unlimited flexibility, Delta’s program can’t match Southwest’s open-ended promise.

Hawaiian Airlines: Tropical Savings

Hawaiian Airlines, the gateway between the U.S. mainland and the islands, offers its own companion discount. Cardholders of the Hawaiian Airlines World Elite Mastercard receive 50% off a coach companion fare annually, plus a $100 discount for future flights.

While not entirely free, it’s a meaningful saving for travelers heading to paradise. Still, the benefit applies only to Hawaiian’s routes, narrowing its appeal compared to larger domestic carriers.

British Airways: A Long-Haul Companion Treasure

Across the Atlantic, British Airways offers a different kind of companion perk. Its Travel Together Ticket lets cardholders bring a companion along for free on an Avios award booking, paying only taxes and fees.

Earning this benefit requires spending £20,000 (or $30,000 USD) annually on the British Airways Visa. The perk remains valid for two years, allowing long-haul flyers to save significant Avios on premium cabins.

However, hefty taxes and surcharges on BA’s international flights can diminish the savings. It’s best suited for loyal BA flyers who plan premium redemptions and know how to navigate Avios sweet spots.

The Real Value of Companion Passes

While many airlines offer companion perks, Southwest’s Companion Pass stands in a league of its own. Unlimited use, broad route applicability, and availability on both cash and award tickets make it an unrivaled deal.

However, other airlines are catching on, recognizing that companion benefits can drive loyalty and credit card revenue. For travelers, these perks can translate into real money saved, but only if they fly enough to justify the spending or the annual fees.

Moreover, as airlines look for ways to squeeze revenue, many worry that companion perks could shrink or become exclusive to top-tier elite flyers — a concern travelers are already facing amid rumors about Southwest tightening its Companion Pass rules.

A Travel Landscape in Flux

The future of companion perks hangs in delicate balance. Airlines continue to juggle loyalty benefits against rising operational costs and shareholder demands.

For travelers, the key is to read the fine print, understand earning thresholds, and calculate whether a companion pass truly fits their flying habits. While Southwest’s Companion Pass remains the most flexible and lucrative, others offer significant savings for those flying specific routes or premium cabins.

One thing is clear: in an industry where every mile matters, the promise of flying two-for-one will continue to shape loyalty, credit card spending, and the competitive dance between airlines. Whether you’re planning a weekend escape or a grand adventure, the dream of bringing someone along — for almost nothing — remains one of travel’s most powerful lures.

The Path Forward: Uncertainty Reigns

For now, no final decision has been announced. The leaked survey suggests Southwest is testing several models, gauging traveler reactions before locking in changes.

However, the uproar among frequent flyers indicates that restricting the Companion Pass could trigger loyalty erosion, customer frustration, and competitive vulnerabilities.

Travelers, travel advisors, and credit card partners now watch closely. Southwest stands at a crossroads. One path preserves its unique customer-friendly identity. The other risks transforming the airline into just another player in the cutthroat skies.

The future of the Companion Pass—and the loyalty of millions—hangs in the balance.