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Does the world really need another travel-rewards credit card? AirTran thinks you do. Rather, since AirTran is now a wholly owned subsidiary of Southwest, Southwest thinks you do. The new card is the AirTran A+ Rewards Visafrom Chase. It’s actually a replacement for the old AirTran A+ Rewards credit card from Barclays, which hasn’t been offered to new customers in more than a year. The new card’s particulars:
In the AirTran program, 1,200 Rewards Dollars convert to one A+ Rewards credit, and a round-trip award flight requires 16 credits. So for most purchases, you’ll have to spend $19,200 to earn a free flight.
That compares favorably with the value proposition of comparable rewards credit cards from airlines such as American, Delta, and United, which typically award enough miles for a free domestic award ticket after $25,000 in charges.
And as sign-up bonuses go, the upgrades and bonus credits are certainly worthwhile value-adds for AirTran partisans.
Which raises the question: What’s the point of being an AirTran loyalist when the airline’s operations and its loyalty program are destined to be merged into Southwest’s?
In a pre-launch briefing for the card, I put that question to Jonathan Clarkson, Southwest’s Rapid Rewards director. He pointed out that the programs may not be merged until 2015, so A+ Rewards could have another two years before its phase-out. And in the meantime, credit may be transferred back and forth between the two programs.
What I didn’t ask, and should have, was why Southwest is taking so long to integrate AirTran into Rapid Rewards.
Having to move A+ credits to a Rapid Rewards account in order to redeem for Southwest awards is cumbersome at best. Clearly the best case for both Southwest and AirTran customers is a single program which allows for earning and redemption on both carriers.
In that context, launching a new credit card, whatever its virtues, seems like a misguided investment of energy and resources.
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