[Editor's Note: Southwest Airlines improves Rapid Rewards program.] Natalie Avon - CNN Travel - 1/6/11 Southwest Airlines is taking its rewards program from what one industry expert calls "anemic" to competitive with the unveiling of an improved Rapid Rewards program.

"This is very big," Tim Winship, editor-at-large for SmarterTravel.com said of the changes, which are aimed at making it easier for members to earn and redeem points.

"This move by Southwest is going to prompt a lot of internal discussion at the major airlines about what it means to them, what their competitive response should be and then so on," Winship said. Read the full story.