Southwest 737-300. Photo: By Rob Finlayson. In what it described as the "single biggest new product launch" in its history, Southwest Airlines on Thursday unveiled a revamped frequent flyer program particularly aimed at attracting business passengers and with the potential to generate "hundreds of millions" of dollars in incremental revenue annually according to the airline. The SWA Rapid Rewards program that has been in place for 24 years is different from the ...

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