Southwest Airlines is currently offering a discount on Rapid Rewards points, with some members targeted for up to a 50% reduction in price. This raises the question: is it ever worthwhile to buy airline miles, especially from a revenue-based program like Southwest’s?
Understanding Southwest’s Rapid Rewards
Southwest’s Rapid Rewards program ties point values closely to ticket prices. Unlike fixed-value systems, the redemption rate fluctuates based on demand and fare class. Currently, you can expect to get roughly 1.1 to 1.5 cents per point when redeeming for flights. This is crucial because it sets the baseline for whether buying points makes sense.
The Discount Details
From now until February 23, 2026, Southwest is letting customers purchase points at a reduced rate. The discount varies (40%, 45%, or 50%), and you must buy at least 3,000 points per transaction. At a 50% discount, the price drops to 1.5 cents per point (normally 3 cents). While this sounds good on paper, the reality is more complicated.
Why Buying Points Usually Doesn’t Pay Off
Even with the discount, purchasing points at 1.5 cents each is often a poor financial move. Given that the maximum redemption value is also around 1.5 cents, there’s little to no profit margin. The airline essentially makes you pay for something that’s only worth what you spent.
Three Scenarios, None Particularly Compelling
- Topping Off for an Award: If you’re short a few points to book a flight, buying them might be considered. But it’s usually more efficient to wait for another promotion or earn the missing points organically.
- Companion Pass Holders: The Southwest Companion Pass allows a travel partner to fly with you for free (taxes only). Some argue that buying points at 1.5 cents could yield 2.2-3.0 cents in value, but this still requires spending money to save a small amount. It’s rarely the best approach.
- Flexibility and Refunds: The biggest benefit comes from the fact that Southwest has no change fees. Paid tickets get travel credit, but Rapid Rewards points can be redeposited and used by anyone. This flexibility makes holding a stash of points useful for speculative bookings or last-minute travel for family and friends.
How to Pay (If You Insist)
If you decide to buy, use a credit card that maximizes rewards on everyday spending, since the purchase goes through Points.com and won’t be coded as an airfare transaction. Avoid using cards with minimum spending requirements, as this deal won’t count towards those.
Better Ways to Earn Rapid Rewards
Skip the purchase and focus on earning points through:
- Chase Ultimate Rewards Transfers: Transfer points from Chase at a 1:1 ratio.
- Southwest Co-Branded Credit Cards: These offer substantial sign-up bonuses.
The Verdict
Unless you have a very specific use case (and even then, it’s questionable), buying Southwest Rapid Rewards points is generally not worth it. The airline’s revenue-based system ensures that redemption values rarely exceed the purchase price, even with the current discount. Focus on earning points organically through spending or card bonuses instead.
