Southwest Just Announced a Major New Partnership for Customers

Southwest Airlines has prided itself on being a convenient, budget-friendly airline for customers, though some recent initiatives have challenged that reputation.

Southwest's latest partnership should benefit passengers though, as the 58-year-old company recently announced it is teaming up with online travel agency Priceline. The move enables customers to access Southwest's flight catalog on Priceline, allowing them more customizable options and potential opportunities to save.

"We're happy to partner with Priceline to broaden our distribution network and offer even more Customers the opportunity to experience our Southwest Hospitality," said Tony Roach, Executive Vice President Customer & Brand at Southwest Airlines. "We look forward to making it easier for Customers to access our extensive flight offerings to book their next trip."

Southwest teaming up with Priceline comes after the airline made its flights available on third-party platforms, starting with Google Flights. Southwest is also listed on Kayak, another third-party company with the same ownership as Priceline, Bookings Holdings.

Southwest flights are also now accessible across all Bookings Holdings brands, including Booking.com and Agoda.

What does it mean

Founding in 1997, Priceline provides consumers chances to compare and contrast different rates for flights, hotels, rental cars and more, with the goal of enabling customers to save money. 

By partnering with Priceline, Southwest is giving fliers more potential opportunities to access discounted rates for trips. 

"Our goal is to be the best travel dealmaker in the world. Collaborating with Southwest, one of the most trusted names in air travel, is a natural next step in our mission to do so," said Brigit Zimmerman, Chief Commercial Officer at Priceline. "Adding their fares to our lineup means more choice and more value for the millions of Priceline customers planning their next trip."

How it works

Customers booking Southwest through Priceline are actually able to earn loyalty perks from both companies. 

Southwest Rapid Rewards members can still earn points making reservations through Priceline, and can also accumulate Priceline VIP status, which can unlock further deals and offers.

An era of change for Southwest

For years, Southwest was known for its popular "Bags Fly Free" and open-seating policies. 

However, the airline recently ended both practices, which led to significant backlash from longtime customers. 

In the wake of these moves, Southwest has also experimented with some perks for fliers, including free WiFi, which the company has been testing and will phase out of use today.