On August 6, 2025, Southwest Airlines formed a distribution partnership with Priceline, which is part of Booking Holdings, so that travelers can search and book directly from the airline’s inventory on Priceline’s flight platform. This is indeed a significant development for the carrier, which has historically restricted flight sales to southwest.com and its mobile app.
Increased distribution network
In accordance with the agreement executed, in Priceline and all brands of Booking Holdings, such as Booking.com and Agoda, all fare types from Southwest—including Wanna Get Away, Wanna Get Away Plus, Anytime, and Business Select—are available for selections together with those of other airlines. More than 4,000 daily flights, operating for more than 100 destinations throughout the United States, Mexico, Central America, and the Caribbean accessible via the reach on OTAs. This increased breadth will be a boon for any traveler looking for comprehensive itinerary comparisons.
How to book on Priceline
The intuitive booking process through Priceline when booking a Southwest flight is as follows:
- Enter departure and arrival cities with travel dates.
- The Southwest flights displayed alongside those of competing airlines.
- Choose fare bundle and then complete reservation.
Priceline will collect all bundled South West Fares with the other airline’s offerings side by side and provide a view of the price, flight time, ancillaries, and connection rights in a single view.
Rewards for loyalty members
Booking South West flights through Priceline would still earn Rapid Rewards points. Another complement to Priceline VIP status could be achieved as well. Rapid Rewards members will earn points for the fare rules just as though they booked directly, whereas records accumulated under the Priceline VIP levels provide additional discounts, free upgrades, and exclusive promotions. Such concurrent opportunities for both brands will encourage destination-loyal travelers and price-seekers alike.
Fare transparency and bundling
From each package, Priceline will clearly state what services, including EarlyBird Check-In, upgraded boarding, or extra legroom seats, according to fare transparency. Bundled reservations as to airfare with hotels and rental cars can easily fuse with Southwest flights into Priceline’s travel packages. More often than not, bundled reservations afford savings when contrasted with making each individual reservation separately, providing a one-stop shop for developing your vacation.
Changing strategy in the distribution
Priceline’s link with Southwest completes the larger overhauling its distribution strategy. In May 2024, Google Flights started showing fares for Southwest. In August 2024, it would then be integrated into Kayak-another brand under Booking Holdings. February 2025 allowed for the opening up of Southwest inventory to Expedia Group sites such as Expedia.com, Travelocity, Orbitz, Hotwire, and CheapTickets. It shows how the airline has taken up the changing habits of consumers in making travel reservations as well as the competitive landscape of the online travel arena.
Something personal from the executive
“Add these fares to our lineup-and you give millions of Priceline customers more choice and more value for their next trip,” Brigit Zimmerman, Chief Commercial Officer at Priceline, said. By partnering with Priceline to further widen distribution channels, we are able to offer even more Customers the opportunity to experience our Southwest Hospitality, said Tony Roach, Southwest EVP of Customer & Brand.
For the average traveler, this collaboration will manifest itself in terms of:
- More efforts toward convenience:there’s no need to toggle between multiple websites; Southwest flights will come in unified search results.
- Better comparison-instant visibility of Southwest with other carriers thus delivering the best possible price, schedule and amenities balance.
- Points earned-more rewards: you will earn both airline loyalty points and OTA VIP benefits simultaneously.
- Bundled savings: the possibility of completing flight reservations with hotels and cars for potentially lower combined rates.
More will come in terms of flexibility to book and return more value as Southwest tailors its distribution strategy. Travel planning is increasingly turning into a single stop at the OTAs hotent to capture a larger share of this rapidly developing habit of consumers to plan a trip all-in-one, making the use of Priceline such an important option-the discount-hawking, seamless booking site Southwest now encourages domestic and international travelers to weigh in the offer.
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