西南航空媒体日：推出高端会员层级、首个机场休息室与Starlink Wi-Fi，同时CEO披露燃油成本每季度超预期近10亿美元

Southwest Airlines Co. is extending its push into premium travel with new loyalty tiers, airport lounges and upgraded in-flight amenities, betting that even budget-minded customers will continue to pay more for air travel.

The Dallas-based carrier said Thursday it will overhaul its Rapid Rewards loyalty program beginning in January, introducing Silver, Gold and Platinum tiers that offer more perks to frequent flyers. The changes are the latest in Southwest’s transformation from a no-frills airline into one increasingly resembling its larger rivals, with more ways to charge customers for premium services.

The strategy comes at a precarious time for US airlines, which are raising fares to offset a surge in jet fuel prices stemming from the war in the Middle East. Carriers are racing to capture more spending from higher-income travelers, whose willingness to splurge on better seats and exclusive amenities has helped insulate the industry from broader economic pressures.

At the same time, the benefits of higher fares are being tested by fuel expenses that continue to eat into profits. Rising fuel costs are adding almost $1 billion a quarter beyond what the carrier had anticipated, Southwest Chief Executive Officer Bob Jordan said at the airline’s media day Thursday. Still, higher ticket prices have helped cushion the blow, he said.

“What’s really nice is even though fares are moving, customers are responding,” Jordan said. “The consumer is really resilient.”

Southwest hasn’t seen any meaningful deterioration in bookings or consumer spending despite higher fares, he added.

The comments come ahead of a closely watched week of airline earnings, including Southwest’s results, as investors look for signs that carriers can maintain their profit forecasts despite the fuel shock. Delta Air Lines Inc., one of the industry’s most financially resilient operators, last week reduced its full-year adjusted earnings outlook significantly, underscoring the pressure facing even the strongest airlines.

Southwest also expects to complete a fleet-wide rollout of SpaceX’s Starlink Wi-Fi by fall 2027, offering free high-speed connectivity to its loyalty members. The move comes as Starlink, owned by Musk’s SpaceX, has emerged as a key battleground among the largest US airlines, which are increasingly touting faster connectivity to lure passengers from rivals.

American Airlines Group Inc., United Airlines Holdings Inc. and Southwest have all embraced the technology, leaving Delta as the lone holdout among the four largest US carriers.

Southwest’s new Platinum status will offer unlimited Companion Pass trips, while additional milestone rewards will allow travelers to earn points and seat certificates before reaching elite status. Members will also be able to redeem points on international partners including Icelandair, China Airlines and Etihad Airways beginning next spring.

The carrier is also planning its first airport lounge network in partnership with JPMorgan Chase & Co., with locations expected to debut in late 2027. Access will be tied to a new premium Southwest credit card, another step toward generating more revenue from its loyalty business.