I thought they explained this in an investor day speech. Not everyone buys EBCI, advance seat assignments or other ancillaries. It can work out for those passengers, or if they booked a flight they weren't thrilled with and can change and get something back. The problem I'm seeing is that the offer just isn't enough to move the needle for most people. $20 in credit would only get me to change if I already really wanted to change. I bet as they learn more, and learn the spread that people will pay, those offers will come up.
Yeah no lie I don't go in depth into investor day for any company so if this was stated I would have missed it, given what others had questions on they would have too. But if you can find the info on it it'd be nice to have that posted here.
From a PR-standpoint it's extremely bad from an airline that has completely demolished their image to the public and is being run by a particular private equity firm who doesn't care about the airline (their norm is to squeeze as much as they can with short-term profits and get the heck out of dodge when it goes south). It's more about looking at the entire picture of what SWA has become since Elliott forced their way in.
The person, IMO, who would most likely benefit from this are passengers who purchased the Basic fare, the ones who, nowadays that is since it was introduced, can't expect much at all from the airline. Those are the people who, by purchasing that fare, are more up for adjustments, on average, as they would be less likely to purchase seat assignment, etc. That is indeed what the product was designed for, those who in exchange for a cheaper ticket get less things.
Now maybe the posters who got the offer purchased Basic, but if they are targeting passengers who didn't purchase Basic it's even more icky and let's be real they want more money so they would be more likely to target the passenger who purchased a higher fare and then re-sell it for an even higher fare especially since they are starting to do it at about a week out from the flight.
One poster got a $90 offer, the other poster got $20 if I'm understanding their posts so they are already playing around with it. $90 wouldn't be worth it to me if I paid more than that for that particular flight than a different flight that day. It's not like they are offering to credit back a person the difference in fare if the new flight was less, it's just a flat dollar offer.
I do agree it can work out for someone who is potentially already wanting a different flight who didn't purchase the other stuff but otherwise it can be a slap in the face to the customer.