DALLAS — Southwest Airlines Co. (NYSE: LUV) is exploring a major step into the premium travel market with plans to introduce exclusive airport lounges and a new high-end credit card that would give customers unlimited access. The proposed “Southwest Premium Lounges,” initially slated for key hubs such as Dallas Love Field (DAL) and Chicago Midway (MDW), would mark the carrier’s first venture into the luxury ground-experience segment.
According to a customer survey viewed by View From the Wing, Southwest is testing interest in a premium credit card carrying an annual fee of about $595. The card would include unlimited access for the primary cardholder and one guest to Southwest’s forthcoming lounges, which are expected to feature complimentary food, beverages, Wi-Fi, and ample charging stations.
The initiative signals a shift for the Dallas-based airline, long known for its no-frills, single-class model. It also puts Southwest in more direct competition with rivals such as Delta Air Lines (DL) and United Airlines (UA), both of which have invested heavily in premium lounges and co-branded credit cards catering to higher-spending travelers.
Expanding the Southwest Experience
The survey indicates Southwest plans to roll out lounges across multiple hubs, potentially including Houston Hobby (HOU), Denver (DEN), and St. Louis (STL). Each facility would emphasize comfort and accessibility while staying tied to Southwest’s brand of friendly, efficient service.
Survey participants were asked to rank a variety of benefits, including Priority Pass Select access to more than 1,300 lounges worldwide, Global Entry or TSA PreCheck credits every four years, and preferred seating or extra-legroom upgrades within 48 hours of departure.
Frequent flyers could also earn free round-trip tickets worth up to $400 after spending $25,000 annually, plus receive travel credits, CLEAR Plus membership reimbursements, and priority boarding privileges. Authorized users would pay a $125 annual fee for shared lounge and boarding perks.
Testing a Premium Credit Card
Survey data suggests Southwest is evaluating several versions of the new card, all centered around premium travel rewards. Proposed benefits include:
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80,000 Rapid Rewards bonus points after $4,000 in purchases within three months
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4X points on Southwest purchases, with additional rewards for hotels, dining, and subscriptions
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Unlimited Southwest Lounge access for the cardholder
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Global Entry/TSA PreCheck credit every four years
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Extra legroom upgrades and free round-trip tickets valued up to $400
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CLEAR Plus and travel-statement credits
The product would place Southwest in the same tier as competitors such as the Delta SkyMiles Reserve Card (annual fee $650) and United Club Infinite Card, both of which dominate the premium airline credit card category.
Airport Development and Lounge Placement
Southwest’s home base at Dallas Love Field has already included lounge space in ongoing terminal expansion plans. Similar opportunities exist at Austin-Bergstrom International Airport (AUS), where Southwest and Delta are competing for concourse areas that include potential lounge sites.
Additional candidates—among them Nashville (BNA)—are under consideration, a move that CEO Bob Jordan has hinted at in recent months.
However, the airline faces logistical hurdles. Many U.S. airports have limited space for new clubs, with real estate already claimed by long-established lounges operated by airlines, banks, and third-party brands such as Chase Sapphire and American Express Centurion.
Competing for Premium Loyalty
For Southwest, the plan represents a calculated effort to tap premium loyalty revenue traditionally beyond reach for a low-cost carrier. The company’s strategy blends elite-style benefits, Chase-backed financing, and lifestyle perks—all without undermining its core identity as a value-focused airline.
Analysts view the move as a potential turning point. By adding high-end options for frequent business travelers and affluent leisure customers, Southwest could redefine its image from a purely budget operator to a hybrid carrier offering both affordability and comfort.
The airline’s approach mirrors JetBlue Airways’ path toward a premium experience, beginning with card-driven loyalty programs before opening large-scale lounges. If successful, the rollout could deepen customer engagement and strengthen the Rapid Rewards ecosystem.
Southwest has not yet announced a launch timeline or confirmed final card terms, but the company’s quiet testing signals a clear ambition: to compete head-to-head with legacy carriers in every aspect of the traveler experience.
