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Southwest ends bonus to book online.

Publication: Knight-Ridder Tribune Business News
Publication Date: 19-APR-05 		Format: Online - approximately 716 words
Delivery: Immediate Online Access

Article Excerpt
Byline: Trebor Banstetter

Apr. 19--For years, Southwest Airlines has richly rewarded Internet-savvy travelers with extra frequent-flier awards for booking online, a bonus considered to be among the most generous in the industry.

That benefit quietly came to an end this month, when Southwest executives let their Internet bonus program expire. Airline spokeswoman Linda Rutherford said Monday that the program's goal had been achieved: Today more than 60 percent of Southwest's revenue is generated by fares booked through its Web site.

"The promotion was designed to incentivize travelers to go online," she said. "It's clear the education phase is over and we no longer need to offer...

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