Buried on page 7 of a 36-page document is a change that Southwest quietly implemented on September 13th.
If you don’t check in within 10 minutes of your flight, you lose ALL of your funds. No exceptions.
I found this out the hard way at the ticket counter at Portland International Airport. So I asked my helpful friends at Fancy Hands to chase it.
And they gave it a shot.
No dice.
Because this policy was only 12 days old, I figured Southwest would understand. So we escalated it to Customer Relations.
But after 25.9 minutes, Rebecca said no.
As someone who flies 3-4 times a week, my strategy has been to book in advance to lock in the low fares but then cancel with no penalty on Southwest.
Southwest is famous for having no cancellation fees, which other airlines offer only to premium-tier customers. So if I had forgotten to modify one of the upcoming flights, the miles or dollars would not refund, but just revert back to my account.
In this case, I accidentally booked this flight twice, not having realized that I had already booked it in advance. So trying to cancel it a couple hours after departure time, was a no-go.
Southwest ticket counter agents assured me that if I had read the 36-page contract of carriage document carefully, I would have realized this change 12 days prior to my flight.
I’m still a loyal customer of Southwest since one failure is not enough to erase the years of great service they’ve provided me.
I love them so much, I even wrote a blog post about my love a year ago.
Do you think their loyalty system is smart enough to reward loyalty beyond just the public tier system? Their stock symbol is LUV.
For certain, Southwest folks are reading this blog post, so it will be interesting to see what action they take here. I’ll keep you posted on what they do or don’t do.
Were I Southwest, I’d give one of their top customers some leniency on a first-time effort just days after a new policy change.
Wouldn’t you?
Dennis Yu
Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.