Southwest has unveiled an improved Rapid Rewards program . Members can now redeem points on every seat , every day and on every flight . The new system is designed to make it easier for members to earn rewards by using their miles more efficiently. Work began on improving Southwest 's frequent-flier program several years ago , and Ryan Green , senior director of customer loyalty and partnerships for Southwest , called it the `` single biggest new product launch in our company 's history , '' in a blog post he wrote on the airline 's website . Southwest 's rewards program is now more competitive with those of the legacy carriers .
Southwest has unveiled an improved Rapid Rewards program . Members can now redeem points on every seat , every day and on every flight . The new system is designed to make it easier for members to earn rewards by using their miles more efficiently. Southwest 's rewards program is now more competitive with those of the legacy carriers .