Northwest Launches New Look Website

27th Aug 2003

Northwest Airlines announced that it has launched a redesigned version of its Internet site at, offering better site organization and ease of use, an improved layout and visual design, increased site efficiency and performance, streamlined paths to functionality, a more personalized experience and direct access to the information most important to users of the site.
The new also displays the company’s new corporate identity, first unveiled in April as a new livery, or paint, on Northwest aircraft.
In total, the changes are the most sweeping design, navigation and functionality changes made to since it first launched in 1996.
The airline also highlighted four bonus offers through Northwest’s WorldPerks frequent flyer program that reward users for taking advantage of the many conveniences offered at
“ has consistently offered consumers more functionality than any other airline Web site,” said Al Lenza, vice president of distribution and e-commerce. “Our site has become even better by making it easier to purchase tickets and access’s most popular services, personalizes each visit for our WorldPerks members and empowers consumers with faster access to the information important to them.”
NEW NWA.COM EASIER TO USE, OFFERS NEW SERVICES - Visitors to the simplified will find an array of improvements, including:
Better organization and ease of use. In addition to drop down navigation, the new has added left “sidebar” navigation, making information easily accessible to consumers. Among the many other changes in this area, when visiting the site to find WorldPerks award inventory, users of now have the ability to search longer travel periods to find a seat on a specific flight, as well as searching for travel options based on either the standard award level or flight schedule. In response to requests from frequent users of the site, the new also allows customers to select their seat assignments before completing their ticket purchase, as well as the previously available option of selecting their seat after they have already purchased their ticket.

Improved layout and visual design. A simpler, cleaner home page, which now displays Northwest’s new corporate identity launched earlier this year, presents information where it is more easily accessible to customers. The number of drop down sections on the home page has been reduced from five to four, and have been renamed and regrouped in ways that are more intuitive for users of the site.

Increased site efficiency and performance. With the launch of the new, Northwest’s downloadable timetable service has been expanded to handheld products including “pocket PC” devices. The timetable includes all flights operated by Northwest, Northwest Airlink, and Northwest code-share flights operated by other airlines. Changes also include the availability of a condensed version of through most wireless application protocol (WAP) - enabled cell phones, personal digital assistants (PDAs) and other wireless devices.

Streamlined paths to functionality. The new is organized around the services most used by customers, including purchasing tickets, checking fares, checking their WorldPerks account status and checking in for a flight. For example, the number of “clicks” required to use the airline’s popular Check-In service has been reduced, making it possible for customers to obtain their boarding pass over the Internet directly from the home page.

A more personalized experience. The site offers more personalized services during each visit. The WorldPerks login on the right side of the site states the customer’s name, the balance of miles in their WorldPerks account, and offers them expedited links to additional WorldPerks services.


Direct access to key information. Customers can access their personal account information faster and easier through the new, accessing their reservations booking profile or WorldPerks account information with fewer steps. In addition, the site features “My NWA Info,” an innovative service that proactively contacts customers through multiple vehicles, such as their home or office telephone number, e-mail address, or cellular phone, to provide them with information on changes to their flights. Customers using MY NWA Info can choose up to 12 contact points including telephone, e-mail or wireless devices. After registering just one time, customers or others they designate are automatically updated, via the contact selections they have specified, on the status of their flight, gate assignments, whether its ontime, schedule changes and more.
Also at, customers with e-tickets can change their reservations, check-in for their domestic or international flight—including their return trip up to 36 hours in advance—and apply for ticket refunds.
Northwest also highlighted four bonus offers for members of its WorldPerks frequent flier program that use some of the site’s most popular services, including signing up for NWA E-mail, purchasing travel, booking award travel or checking in for their flight.
“In addition to being convenient, these WorldPerks bonus offers make using and its many innovative services rewarding,” said Beth Shultis, vice president of marketing and loyalty programs. “ allows customers to have greater control over their travel experience, and WorldPerks helps them earn free travel at the same time.”
From now through December 31, 2003, customers using can earn bonus WorldPerks miles in the following ways:
Signing up for NWA E-mail - 2,000 miles. Between now and September 30, 2003, Northwest is awarding new subscribers up to 2,000 miles simply for signing up for NWA E-mail. NWA E-mail provides customers with an additional service by delivering information on Northwest fare sales, weekly “Deals & News,” WorldVacations package discounts and other offers. New subscribers will receive 1,000 miles upon enrollment, and an additional 1,000 miles for remaining enrolled through December 31, 2003. Other terms and conditions apply. For registration or more information on the NWA E-mail offer, customers may visit

Purchasing their travel - unlimited. First time buyers who purchase a roundtrip ticket online through December 31, 2003, will be awarded 1,000 bonus miles. Additionally, customers will earn 500 WorldPerks bonus miles for each subsequent purchase made at through December 31, 2003.

Booking frequent flier award travel - 1,000 miles. WorldPerks members booking award travel at for the first time from May 1, 2003 through December 31, 2003, will be awarded 1,000 bonus miles. Additionally, customers will earn 500 bonus miles for each subsequent award booking through December 31, 2003.

Checking in online for their domestic or international flight - 1,000 miles. Northwest has extended its 1,000-mile bonus offer for first time users of Check-In, now being offered through December 31, 2003.
Customers who are not members of the Northwest Airlines WorldPerks program can enroll online in just a few minutes by clicking on the “Enroll in WorldPerks” link directly from the home page of In addition to online enrollment and online award travel redemption on Northwest, KLM, Continental and Alaska Airlines, WorldPerks members can visit
to check their mileage balance, view their account history and learn more about earning, managing and redeeming their WorldPerks miles.
In April, Northwest introduced its first new aircraft paint scheme since 1989, launching a new corporate identity.
The new design represents several Northwest strengths identified in employee research: its global reach, innovative use of technology, pioneering track record and 76 years of heritage. Northwest’s trademark “red tail,” a highly recognizable part of the airline’s visual heritage for decades, remains prominent. With the new livery, the initials “NWA” become more dominant than the spelled out “Northwest Airlines.”
Northwest’s new design is being phased into the airline’s entire fleet - a total of 436 aircraft - during regularly scheduled repainting planned over the next five years. A total of 27 new jets delivered in 2003, including five of the airline’s new Airbus A330 wide-body aircraft, and up to 72 aircraft currently owned by the airline, will be painted in the new livery by the end of this year.
Northwest Airlines is the world`s fourth largest airline with hubs at Detroit, Minneapolis/St. Paul, Memphis, Tokyo and Amsterdam, and approximately 1,500 daily departures. With its travel partners, Northwest serves nearly 750 cities in almost 120 countries on six continents. In 2002, consumers from throughout the world recognized Northwest’s efforts to make travel easier. A 2002 J.D. Power and Associates study ranked airports at Detroit and Minneapolis/St. Paul, home to Northwest’s two largest hubs, tied for second place among large domestic airports in overall customer satisfaction. Readers of TTG Asia and TTG China named Northwest “Best North American airline.”
For more information pertaining to Northwest, media inquiries can be directed to Northwest Media Relations at (612) 726-2331 or to Northwest’s Web site at



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