MIAMI — Brightline has launched a program to reward frequent riders, offering points that can be redeemed for tickets and other items.
The company said the program, announced today (April 4, 2025), will provide incentives for Florida residents, who make up 66% of riders, and repeat customers, who are 72% of the ridership, as well as attract new riders.
“Our guests have always been at the center of everything we do, and Brightline Rewards is the next step in recognizing their loyalty,” Brightline Florida CEO Patrick Goddard said in a press release. “This program rewards all members with valuable perks and an even more personalized travel experience. It’s not just about earning points, it’s about deepening the connection with our guests as we continue to grow.”
Rewards for every trip and every dollar spent will earn points, good for tickets, Premium class upgrades, parking, baggage, and other items.
The company is introducing the program by rewarding triple points through trips taken by June 3, as well as a One Million Points Giveway and Sweepstakes. Those who enroll by May 30 will be entered to win point prizes ranging from 500 to 100,000 points. Stations will also feature a Brightline Rewards Traveling Wall, with envelopes containing rewards of up to 500 points, as well as food and beverage discounts. More information is available here.
The South Florida Sun Sentinel reports in a paywalled article that management estimates the program could help generate an additional 15,000 riders per month. The ability to use points for tickets will help frequent passengers offset the cost increases that resulted last June when the company eliminated its pass program for South Florida riders, which offered steep discounts for commuters and other regular users. That program, which included a $399, 40-ride monthly pass, was dropped because of capacity issues it created for trips between South Florida and Orlando, which bring in more revenue [see “Brightline drops monthly passes …,” Trains News Wire, May 13, 2024].
Having completed 2024 with revenue and passenger records, Brightline is confidently pursuing new innovations…
Dr. Güntürk Üstün