DALLAS — Southwest Airlines will launch a redesigned vacation package brand and operate it in-house by mid-2025.
Getaways by Southwest will replace the Southwest Vacations brand, which is outsourced to Apple Leisure Group.
As a result, Southwest’s Getaways packages will be sold directly on Southwest’s website and through Southwest’s other direct channels, a departure from the current indirect model.
The move is part of Southwest’s broader plan, detailed at Thursday’s investor day, to boost profits over the next three years. Other major parts of the plan include the sale of assigned seats, retrofitting aircraft with wider seats, an airline partnership with Icelandair and various cost-saving measures.
Ryan Green, executive vice president of transformation for Southwest Airlines, said Southwest Airlines has the most shopped airline website in the United States. Green said Southwest flies twice as many passengers as other airlines to six markets — Orlando, Cancun, Hawaii, Las Vegas, Montego Bay and Puntacuna — which account for 10% of travel. 40% of group customers. Green said these factors allow Southwest to operate its own vacation package service.
Green said Southwest Escapes will offer consumers a variety of benefits not found on Southwest vacations. Customers will be able to purchase packages using Rapid Rewards loyalty points.
Green also promised an industry-leading cancellation policy. When a vacation is cancelled, customers can choose to use their travel points for another vacation. But they can also choose to apply points to flight-only travel.
“It’s going to be very friendly and flexible,” Green said.
Green added that because Southwest’s Getaway will be an in-house program, Southwest will have direct relationships with hotels, opening the door to new potential stay benefits.
