Southwest Airlines is currently undergoing a major transformation, which includes charging for checked bags, introducing assigned and extra legroom seating, etc. It goes beyond that, though, as Southwest is also increasingly launching airline partnerships.
Earlier this year, we saw Southwest launch its first partnership with Icelandair, and the expectation is that Southwest will fly to Iceland. Then we saw the airline announce China Airlines as its second partner, and EVA Air as its third partner. Now we’re seeing the airline reveal its fourth partnership, so these are coming along pretty quickly…
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However, it’s interesting to see Southwest now seemingly randomly partnering with Asian carriers. For example, Southwest is partnering with both China Airlines and EVA Air, which are competitors in Taiwan, suggesting there won’t actually be a close level of cooperation between those airlines.
Interestingly, Philippine Airlines also partners with Alaska Airlines, and that comes with more reciprocity in terms of earning and redeeming miles. There’s a lot more consumer benefit there, if you ask me.
I can see big upside to Southwest establishing close partnerships with foreign carriers that enhance the value proposition of the loyalty program. However, just picking up low pro-rated interline revenue doesn’t exactly seem like a strategy that will materially impact financial performance.
Then again, with Southwest no longer being a “premium” airline that includes all kinds of services, I guess the company is more happy with that than in the past, and there’s not much downside to this.
Side note — it’s funny how Southwest’s image used for this partnership shows the tail of a Philippine Airlines Boeing 737, even though the airline doesn’t operate that aircraft type.
A great solo travel tip spotted this week on One Mile at a Time.
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