At a Glance
- Southwest Airlines will begin assigning seats on flights starting Jan. 27.
- The change follows a September 2024 announcement that the open-seat plan will end.
- Passengers can now choose seats based on fare type, Rapid Rewards tier, or credit-card status.
- Why it matters: The move could reshape Southwest’s brand identity and passenger experience.
Southwest Airlines has announced a major shift from its long-standing open-seat system to an assigned-seating model that will take effect on Jan. 27. The decision, made in September 2024 as part of a three-year business plan, marks the end of an era that began when the airline launched in 1971. The new policy will give passengers seat options at booking, while also introducing a premium seating tier.
New Assigned Seating Policy
The airline’s press release explained that the change aims to broaden consumer appeal and boost demand. “Southwest will broaden its consumer appeal and boost demand through an assigned seating model,” the release read. The company noted that 80% of Southwest customers and 86% of passengers on other airlines want assigned seats.
How It Works
When travelers check in, seats are already assigned, eliminating the need to set an alarm 24 hours before departure to secure a spot in line. The boarding group-ranging from 1 to 8-will be determined by the passenger’s tier:
- Choice Extra – choose Extra Legroom, Preferred, or Standard seat at booking if available.
- Choice Preferred – choose Preferred or Standard seat at booking if available.
- Choice – choose seat at booking.
- Basic – standard seat assigned at check-in.
- Getaways by Southwest – choose standard seat after booking.
Passengers traveling together on the same reservation, including families, will board in the same group. Preboard and Priority Boarding will apply to those needing extra time, active duty U.S. military members, and Priority Boarding purchasers.
Premium Seating Options
Southwest will also offer Premium Seating, providing up to five additional inches of pitch for roughly one-third of its seats. This tier, similar to other airlines’ extra-legroom options, targets passengers who value more space without paying for a full premium class.
Boarding Process Changes
With seats assigned at check-in, the boarding process becomes more streamlined. The airline’s new system mirrors that of other carriers, where boarding groups are based on fare type and loyalty status. This change is expected to reduce boarding time and improve overall efficiency.
Historical Context
Southwest began service on June 18, 1971, with flights to San Antonio and Houston from Love Field in Dallas, Texas. From day one, the airline offered open seating-a feature that helped it become known for accessibility and affordability. The policy allowed passengers to board without a pre-assigned seat, choosing their spot as they entered the cabin.
The open-seat plan had both advocates and critics. Loyalists praised the flexibility, while others found it chaotic. The new assigned-seating policy reflects shifting passenger preferences and Southwest’s desire to stay competitive.
Key Takeaways
- Southwest Airlines will start assigning seats on Jan. 27, ending its 50-year open-seat tradition.
- The change follows a September 2024 announcement and is part of a broader business plan.
- Premium Seating offers extra legroom for about one-third of seats.
- Boarding groups will be based on fare type, Rapid Rewards tier, or credit-card status, streamlining the process.
- The policy shift signals a significant evolution in Southwest’s customer experience strategy.
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