Southwest launches Getaways by Southwest, its in-house vacation packager

Published on Aug 19, 2025, 10:46 am CDT

6 min read

Southwest Airlines has officially launched Getaways by Southwest, an in-house platform that replaces Southwest Vacations and brings flight, hotel, car rental, and ground transfers under one roof. Customers who book vacation packages earn five Rapid Rewards points per dollar, receive two free checked bags on package flights, and can change bookings without a change fee, subject to supplier penalties. If travelers cancel, they receive vacation travel credits valid for 18 months toward a future package. Southwest says building the product in-house will deepen customer engagement and capture more high-margin ancillary revenue.

Key Points

Why it matters: Southwest shifts from an outsourced packager to a branded, in-house vacation packages business to own the customer and margin.
Travel impact: Package buyers get two free checked bags, five Rapid Rewards points per dollar, and flexible change and cancel policies.
What's next: Points redemption for packages and applying package credits to flight-only trips are planned, but not live yet.
Launch markets include Las Vegas, Orlando, Hawaii, Cancun, Punta Cana, and Montego Bay.
Travel advisors will not earn commission on Getaways bookings, signaling a direct-to-consumer focus.

Snapshot

Getaways by Southwest centralizes flight-plus-hotel packaging on Southwest's site, replacing Southwest Vacations, which was operated by Apple Leisure Group. The new vacation packages earn Rapid Rewards points on the total booking value, a notable upgrade in Southwest's vacation offering. Package customers receive two free checked bags on their flights, preserving a legacy perk specifically for vacation packages after broader baggage policy changes. Travelers can make changes without a change fee and, if plans fall through, cancel for a credit usable on a future Getaways package within 18 months. At launch, coverage spans 30-plus leisure markets that Southwest already serves, with destination depth set to grow as new hotel and experience partners are added.

Background

Southwest previewed Getaways by Southwest at its Investor Day in late September 2024, positioning vacation packages as a key pillar of its multi-year transformation. The airline previously sold packages as Southwest Vacations through a white-label arrangement with Apple Leisure Group, a Hyatt subsidiary. By bringing packaging in-house, Southwest can integrate loyalty, merchandising, and service more tightly, while simplifying post-sale support under its own brand. Early partner disclosures highlighted Caesars Entertainment in Las Vegas and all-inclusive players in Mexico and the Caribbean, with additional direct lodging relationships expanding the pipeline. The in-house approach mirrors a broader industry trend, where airlines use vacation packages to grow ancillary revenue and improve traveler stickiness.

Latest Developments

Benefits and policies for package buyers

At launch, Getaways grants two free checked bags on package itineraries, five Rapid Rewards points per dollar on the full booking, and no change fees from Southwest, although hotel or activity suppliers may still impose penalties. Cancelations convert most non-air funds into Vacation Travel Credits with an 18-month validity window, redeemable toward another Getaways booking. Rapid Rewards points cannot yet be redeemed for vacation packages, and previously announced functionality to apply package credits to flight-only trips is not available at launch. Southwest states both are on the roadmap, reinforcing the airline's intent to knit vacation packages more tightly into Rapid Rewards.

Partners and destinations, early footprint

Southwest says Getaways debuts in more than 30 leisure markets, including Las Vegas, Orlando, Hawaii, Cancun, Punta Cana, and Montego Bay. On lodging, confirmed launch-phase partners include Caesars Entertainment in Las Vegas and all-inclusive brands Playa Hotels & Resorts and Sandos Hotels & Resorts, with additional direct partnerships and an aggregator relationship expanding breadth. Trade reporting adds that Southwest has signed more than 20 direct hotel deals across casino, luxury, and mainstream brands, and that Hotelbeds will provide further inventory coverage.

Channel strategy and advisor implications

With Getaways, Southwest is signaling a clear shift toward direct sales. Travel advisors will not receive commission on Getaways bookings, a departure from the Southwest Vacations model many advisors accessed via Apple Leisure Group's platforms. For travelers loyal to Southwest, the direct channel offers integrated servicing and Rapid Rewards earning across the whole package. For advisors, the move underscores ongoing channel bifurcation between airline-owned vacation shops and full-service tour operators that continue to pay commission.

Analysis

Southwest's packaging pivot is as much about lifetime value as it is about margin. Owning the full trip lets the airline merchandise ancillaries, surface card offers, and drive Rapid Rewards engagement beyond the flight, which can materially lift contribution on leisure itineraries. The five-points-per-dollar earn rate, applied to total booking value, is competitive versus airline-run shops and will resonate with Rapid Rewards members who want to accelerate points earning without changing airlines. Restoring two free checked bags specifically for package customers is a clever differentiator, mitigating traveler friction from broader baggage policy changes while steering buyers to higher-margin vacation packages. The near-term drawbacks are clear, too. No points redemption and a packages-only credit system limit flexibility at launch, especially for travelers who prefer to pay with points or to roll value between standalone flights and vacations. Still, Southwest's public roadmap suggests those gaps will close. If execution is strong and partner breadth grows, Getaways could become a core lever in the carrier's ongoing transformation alongside assigned seating and premium options, which we covered in Southwest Airlines Sets January 2026 Launch for Assigned Seating and Southwest Tightens 'Customer of Size' Policy for 2026. For now, the value proposition, especially the two free checked bags and Rapid Rewards earning on vacation packages, is compelling for Southwest-centric leisure travelers.

Final Thoughts

Getaways by Southwest marks a strategic shift from outsourced packaging to an owned vacation platform that aligns revenue, loyalty, and service. With vacation packages earning five Rapid Rewards points per dollar, two free checked bags, and flexible credits, Southwest is rebuilding leisure value while it modernizes the rest of its product. The missing pieces, namely points redemption for vacation packages and the ability to apply package credits to flight-only trips, are promised but pending. If those arrive on schedule and partner coverage deepens, Getaways by Southwest should quickly become a staple for Southwest loyalists planning sun-and-fun escapes. For travelers invested in the brand, the simplest path to value may now run through Getaways by Southwest.