Southwest Airlines Transitions to Assigned Seating After 50 Years
Dallas, TX - Southwest Airlines has officially transitioned to an assigned seating model, concluding its more than 50-year practice of open seating where passengers selected their seats upon boarding. The significant change, which began on Tuesday, introduces a new boarding process and updated fare structures across the airline's network.
New Boarding Process and Fare Structures
Under the new system, passengers are now called to board in eight numbered groups, in addition to VIPs. This order is primarily based on a fare hierarchy, ranging from A-List Preferred to Basic fares.
The update also marks the introduction of different fare bundles and distinct seat types. Passengers can now choose from "Extra Legroom," "Preferred," and "Standard" options, offering more variety and potentially different price points.
Mixed Customer Reactions
The shift away from open seating has elicited varied reactions from the airline's customer base. Some long-time passengers have expressed frustration, citing issues like preboarding passengers filling overhead bins far from their assigned seats, which can cause delays.
Conversely, others have welcomed the change. This sentiment is particularly strong among those traveling with families or older individuals, who found the previous open seating system challenging for securing adjacent seats.
CEO Cites Strong Customer Preference
Robert E. Jordan, CEO of Southwest Airlines, stated in 2024 that company research indicated a strong customer preference for assigned seating.
Company research indicated a strong customer preference for assigned seating, with 80% of current customers and 86% of potential customers favoring it. Open seating was also identified as the primary reason customers defected to competitors.
Shifting Strategy for a Modern Airline
Aviation consultants noted that while open seating served its purpose in the past, its practicality has declined.
While open seating was suitable for Southwest's early, shorter flights, it became less practical with the introduction of longer routes, such as flights to Hawaii, and for passengers with connecting flights.
According to Jordan, this change is part of a broader strategy for Southwest to enhance its revenue generation.
The change is part of a broader strategy by Southwest to "monetize the cabin more effectively."
This aligns with other recent policy adjustments, including the introduction of bag fees, modifications to its refund system for plus-size passengers, and a tightening of its flexible flight change policy.
Industry Perspective
Industry experts view these changes as an evolution for Southwest. They suggest the airline's operational model is becoming more akin to other legacy airlines that rely on diverse revenue streams, including ancillary services like seat selection. The airline's continued success, experts emphasize, remains ultimately linked to its operational reliability.