Marketing

Southwest Airlines debuts free inflight WiFi to rewards members

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September 26, 2025

Southwest Airlines and T-Mobile have announced a partnership that will offer free inflight WiFi to all Southwest Rapid Rewards members, regardless of their mobile carrier. The perk will be available on all flights beginning Oct. 24.

Why this matters to loyalty members:

• A valuable, universal perk: Unlike other airline WiFi partnerships that are tied to a specific mobile provider, this offer is available to all Rapid Rewards members. This makes it an incredibly valuable and accessible benefit.
• Elevating the travel experience: Free inflight WiFi is a highly sought-after perk that directly improves the customer journey. This move positions the Rapid Rewards program as one that genuinely enhances travel beyond just earning points.
• Driving enrollments: The promise of free WiFi provides a strong incentive for customers who are not yet Rapid Rewards members to sign up, as the program is free to join. This will likely boost the program's membership numbers and engagement.

"We are focused on making sure our Customers have a great experience from the time they book a flight to the time they reach their destination," said Tony Roach, EVP, chief customer and brand officer at Southwest Airlines. "We're pleased to partner with T-Mobile to bring free WiFi to all Rapid Rewards Members."

This partnership highlights a growing trend in the loyalty space where brands are moving beyond traditional points-based rewards to offer tangible, high-value benefits that improve the core customer experience.