Southwest Airlines is in the process of transforming its business model, given its lagging financial performance. In July 2024, Southwest announced plans to add assigned and premium seating on flights (along with plans to introduce redeye flights).
The airline has today unveiled details about the timeline for these seating changes, so I wanted to cover everything we know.
In this post:
Southwest overhauling its seating policies
Southwest Airlines is introducing both assigned seating and premium seating. While the company hasn’t stated when premium seating will go “live,” the plan is to begin selling assigned seats in the second half of 2025, with the first flight operating with this new model in the first half of 2026.
Once the airline switches its seating model, all seats will be assigned, and over time, roughly one-third of seats across the fleet will offer extra legroom, and will be branded as premium seating. The extra legroom seats will feature of up to five extra inches of legroom, while Southwest claims that standard economy seats will continue to have among the best pitch in the industry.
Southwest has given a sense of what the updated cabin layouts could look like:
- Southwest Boeing 737-800s and 737 MAX 8s will continue to feature 175 seats, with 68 seats having 34″ of pitch, and the remaining seats having 31″ of pitch
- Southwest Boeing 737 MAX 7s will have 148 seats (a reduction of two seats compared to the previous plans), with 48 seats having 34″ of pitch, and the remaining seats having 31″ of pitch
- Southwest Boeing 737-700s will have 137 seats (a reduction of six seats), with 40 seats having 36″ of pitch, and the remaining seats having 31″ of pitch
I’ve written in the past about some surveys that Southwest customers were getting, which should give you a sense of the changes we may see.
Southwest also plans to update its Rapid Rewards program in connection with these seating changes. This could include updates to A-List and A-List Preferred status, as well as changes to Southwest’s co-branded credit cards. After all, these Rapid Rewards members have long benefited from select boarding benefits, so I imagine we’ll similarly see new seating perks introduced.
Southwest has been known for its unique open seating model for more than 50 years, but the airline believes that consumer preferences have evolved, with more customers taking longer flights, where a seat assignment is preferred.
Southwest claims that according to its research, 80% of Southwest customers and 86% of potential customers prefer an assigned seating concept. When a customer elects to stop flying with Southwest and chooses a competitor, open seating is cited as the number one reason for that.
With this change, Southwest believes it will broaden its appeal and attract more flying from its current and future customers. The airline states that this is part of the overall modernization efforts at the airline, and complements plans to introduce faster Wi-Fi, in-seat power, larger overhead bins, and more.
Interestingly these are the only core changes to the passenger experience that have been announced. Southwest has stated that it will maintain its two free checked bag policy, and the airline hasn’t announced plans to introduce a fare bundle equivalent to basic economy.
Here’s how Southwest CEO Bob Jordan describes these seating changes:
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company. Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice— at the right time—for our Customers, our People, and our Shareholders. We are excited to incorporate Customer and Employee feedback to design a unique experience that only Southwest can deliver. We have been building purposefully to this change as part of a comprehensive upgrade to the Southwest experience as we focus on Customer expectations – and it will unlock new sources of revenue consistent with our laser focus on delivering improved financial performance.”
These Southwest changes were inevitable
I don’t think it should come as a surprise to anyone that Southwest is finally updating its business model.
For decades, Southwest was one of the most profitable US airlines, but the carrier has lost its financial edge, as consumer travel patterns have shifted. Southwest isn’t able to capitalize on the premium travel boom, plus the demand for long haul travel. The airline also hasn’t been able to generate as much ancillary revenue as competitors, which is a major source of profits for airlines.
So in recent months, Southwest management has made it clear that the airline is open to making changes to its business model. I’d say both of these updates are logical. Assigned seating is much easier to monetize, and also less frustrating for many passengers, since they know exactly what they’re going to get.
As far as premium seating goes, that also makes perfect sense. A while back, Southwest unveiled new cabins, which will be installed on newly delivered aircraft as of 2025. What’s interesting is that these seats are thinner than existing seats, yet Southwest at the time stated it wouldn’t increase the number of seats on planes.
Airlines aren’t charities (even if their balance sheets may at times suggest otherwise), so it makes sense that Southwest would try to monetize the extra space, and change the cabin layout a bit.
It’s good to see Southwest evolving
As I mentioned at the beginning of this post, Southwest has probably been the most consistent airline over the years in terms of not changing its business model, regardless of what competitors are doing. The US global legacy carriers have evolved to become more profitable, better competing with ultra low cost carriers, by increasingly fragmenting the market.
Meanwhile Southwest has just kept doing what it has been doing for decades, and has been one of the better performing airlines over the years. I think some people fall into the trap of thinking that if an airline is profitable and does a certain thing, that must mean that it’s the right thing to do. In many cases, airlines are profitable in spite of certain business practices, rather than because of them.
I think what has kept Southwest profitable over the years compared to other primarily domestic airlines is the scale of its network, its fleet simplicity, and the high engagement in its loyalty program, thanks largely to a pleasant flying experience and friendly staff.
The airline has high labor costs, and greatly lags other carriers when it comes to ancillary revenue. Personally I think it’s smart for Southwest to finally focus on generating ancillary revenue. I’m sure many Southwest loyalists won’t be happy about these changes, but I do think it’ll ultimately improve Southwest’s bottom line.
Bottom line
Southwest Airlines plans to introduce assigned seating on all flights, and also plans to introduce a premium seating option, with extra legroom. The assigned seating model will kick in for flights as of the first half of 2026, with tickets going on sale in the second half of 2025. This evolution at Southwest was bound to happen, given the carrier’s current financial performance.
I’m sure we’ll learn more about what Southwest has planned in the coming months, as the airline is still ironing out details.
What do you make of Southwest introducing assigned and premium seating?
time to look for a new airline
Totally agree. I don’t know anyone who is a loyal SW customer who wants this change and I have talked with a LOT of people about this. Sure it took some getting used to - especially in the early days when they gave you a colored piece of plastic based on your boarding group, but the more I flew SW, the more I loved the open seating concept.
I don’t think the SW boarding...
Totally agree. I don’t know anyone who is a loyal SW customer who wants this change and I have talked with a LOT of people about this. Sure it took some getting used to - especially in the early days when they gave you a colored piece of plastic based on your boarding group, but the more I flew SW, the more I loved the open seating concept.
I don’t think the SW boarding process is like cattle, since cattle don’t line up - they enter in clumps like the other airlines’ group boarding processes.
I love the pick your seat approach at SW and have rarely not gotten a good seat. Hate the way other airlines nickel and dime you on seating - oh, you want a specific seat? That’s $75 more to reserve.
I’m a 20 year loyal SW customer and incredibly disappointed in this strategy shift.
It's about time Southwest abandon the nonsensical open seating. Now I (and the rest of the 80%) might actually consider flying Southwest, the only airline (besides Frontier) that before this policy change I (6'5") will not fly no matter what. Why? The 2 times I did fly Southwest over the years boarding group 50 something, so middle seat.
Im all for it, I would like to see Southwest go all the way with business class, similar to what JetBlue does with mint. And I’m sorry but its HIGH TIME for them to put a southwest lounge in their major airports that they cutely try to say are not hubs. However if they go the route other big 3 pull on boarding -too lazy to walk-too old to walk-families with annoying children that are...
Im all for it, I would like to see Southwest go all the way with business class, similar to what JetBlue does with mint. And I’m sorry but its HIGH TIME for them to put a southwest lounge in their major airports that they cutely try to say are not hubs. However if they go the route other big 3 pull on boarding -too lazy to walk-too old to walk-families with annoying children that are too lazy to walk-general sloths that can barely walk-people with animals that have fake papers -first/business class-all medallions etc you get the drift then whoever is left. It’s pretty pathetic they let all these assholes that didn’t pay for premium seating or first/business on before they board their first class group.I will not be impressed if they don’t find a way to fine tune boarding. Generally I like Southwest and have had good luck with them I even request them on some trips. But it is time for them to grow up they have NOT been a low cost carrier for a long time. They also need to get reciprocal agreements with the big 3 so they don’t leave passengers stranded when they have a major meltdown. Honestly Southwest does not have to do a whole lot to be #1 I mean break out the wine in business class and make people feel special as someone else said in this post “the bar is set pretty low” they have the wherewithal to pull off something wonderful if they really want it. Well that’s my two cents right or wrong.
The reason SW is underperforming light squarely at the feet of the CEO and the C suite. They’re focused on manipulating the books cutting costs, and not on the customer who has built the airline into what it is today.
I'm a long-time A-list/A-list-preferred Southwest customer. Being able to get priority boarding (no matter when a flight was purchased or when changing same-day flights) was THE primary benefit of holding those preferred statuses. And the related Southwest-Chase credit cards reimbursed for upgraded boarding on several flights each year. I'm not sure what to think about these changes. I'm guessing the first time I get a middle seat as an A-list-preferred member I'm not going to...
I'm a long-time A-list/A-list-preferred Southwest customer. Being able to get priority boarding (no matter when a flight was purchased or when changing same-day flights) was THE primary benefit of holding those preferred statuses. And the related Southwest-Chase credit cards reimbursed for upgraded boarding on several flights each year. I'm not sure what to think about these changes. I'm guessing the first time I get a middle seat as an A-list-preferred member I'm not going to think highly of these changes. And they should just go the entire distance and start charging for checked bags...but let A-list/preferred customers not have to pay for checked luggage.
I think these changes reduce the benefit of being A-list/preferred customers.
I am an A-List Preferred member and always qualify for free Companion. I almost always book Business Select, using the free companion fare. Since we like to board early and sit in the first third of the plane, I typically book both an Early Bird upgrade and an A1-15 upgrade for my wife. Depending on what happens with the fare structure, I will probably book a lower cost seat for me and Companion for my...
I am an A-List Preferred member and always qualify for free Companion. I almost always book Business Select, using the free companion fare. Since we like to board early and sit in the first third of the plane, I typically book both an Early Bird upgrade and an A1-15 upgrade for my wife. Depending on what happens with the fare structure, I will probably book a lower cost seat for me and Companion for my wife. If the seats will be priced differently, SW will probably make some change to the Companion fares which currently don't distinguish between a 1-hour flight and a flight from the east coast to Hawaii. Ultimately, these changes may make it less cost effective for my travel needs and make other carriers more competitive since airline credit cards can usually get a free bag benefit.
I think it's worth mentioning that as of September 24, Southwest announced a $2.5 billion stock buy-back program. $2.5 billion. Any article about southwest's customer experience and their financial hardships that does not mention this little factoid is deficient.
Like most publicly traded companies, Southwest's senior execs manage a stock price, not a company (see: Boeing). Even if they were interested in improving the customer experience, they would not be capable of summoning a new...
I think it's worth mentioning that as of September 24, Southwest announced a $2.5 billion stock buy-back program. $2.5 billion. Any article about southwest's customer experience and their financial hardships that does not mention this little factoid is deficient.
Like most publicly traded companies, Southwest's senior execs manage a stock price, not a company (see: Boeing). Even if they were interested in improving the customer experience, they would not be capable of summoning a new idea to do it if their lives depended on it.
Until the Reagan administration, stock buybacks were illegal because they amount to direct wealth transfers to senior execs, regardless of their actual performance. Antitrust laws used to have teeth, too, yet merger after merger has killed competitive forces. Those two factors combined are why flying is such a pitifully lame experience for us all, and is the proper context for understanding changes like this.
The big question is,if they are giving seat assignments as well as selling premium seating for extra cost.Is it likely as well that the lower fares southwest offers (non-premium seats)will see an increase in this change?Another good question,if customers do not choose a premium seat then how are the premium seats allocated when not all are sold for the flight?
As long as they keep 2 free checked bags and 2 free carry-ons, I am good. There is NO airline that has a good boarding system. So, as long as I don't have to pay for a seat on top of the air fare I am happy! What NEEDS to happen is a uniform policy across airlines for checked and carry on baggage with no increased fees EXCEPT for those airlines that have first class. The price you pay for the ticket should include ALL charges, except for first class.
I've always wondered why they don't offer food for purchase, and surprised that hasn't been part of their plans. Is that not profitable for other airlines? Against my better judgement, I flew WN from BWI to San Diego a couple weeks ago, and I think people were getting so hungry they were starting to seriously consider whether the seat cushions might be edible.
Hey you guys remember when Southwest had low fares??
This is NOT an enhancement for the passengers. This is simply caving into the demands of unreasonable activist investors. What stood WN's brand identity apart from the others -- in an industry where differentiation and defensability are hard to come by -- is precisely free seating, free checked bags, etc.
And for those in business leadership, the first principle is to NEVER cave into the demands of your investors. Your investors do not know your...
This is NOT an enhancement for the passengers. This is simply caving into the demands of unreasonable activist investors. What stood WN's brand identity apart from the others -- in an industry where differentiation and defensability are hard to come by -- is precisely free seating, free checked bags, etc.
And for those in business leadership, the first principle is to NEVER cave into the demands of your investors. Your investors do not know your company any better than you, and they certainly cannot exert any power over you. It takes a certain level of ignorance to run a company well -- and that ignorance includes ignoring any unreasonable investors.
You aren't wrong at all. But investors can force you out as a C level exec. Happens all the time. Just look at Starbucks, Nike and Disney as of late.
Brian - all public companies are required to put the fiduciary interests of their shareholders first. If SW stock was doing well then they can certainly do what they want and aren't as answerable to investors. However, they are under performing and the trend in their financial performance is alarming. At this rate they may not make it another 5 years without significant changes. Elliott and others (they aren't the only ones) are trying to...
Brian - all public companies are required to put the fiduciary interests of their shareholders first. If SW stock was doing well then they can certainly do what they want and aren't as answerable to investors. However, they are under performing and the trend in their financial performance is alarming. At this rate they may not make it another 5 years without significant changes. Elliott and others (they aren't the only ones) are trying to force SW to take reasonable steps to modernize their business model. Elliott doesn't plan to run SW but bring in other outside proven airline executives.
Not sure if you saw but one of the founders of Spirit joined the SW board (announced today). That is good to at least get a different perspective.
They're forcing SW to do what they 'think' will put more in their pockets, but many loyalists doubt that. The most common lost loyalty I'm hearing is closing SW credit card accounts.
Bingo! Anytime you hear the word enhancement, tighten your buttcheeks.
This is what I think Southwest should do:
- Keep 2 free checked bags
- WGA does not get a full size carry-on
- Continue to use ordinal boarding, not in order of how much you paid, but rather in an order optimized for boarding speed. (Though possibly, to enable enforcing the no-carry-on policy, you'd have to board WGA first or last.)
This enables:
- Shorter turns
- Encourages upgrades to...
This is what I think Southwest should do:
- Keep 2 free checked bags
- WGA does not get a full size carry-on
- Continue to use ordinal boarding, not in order of how much you paid, but rather in an order optimized for boarding speed. (Though possibly, to enable enforcing the no-carry-on policy, you'd have to board WGA first or last.)
This enables:
- Shorter turns
- Encourages upgrades to WGA+ or Anytime by premium and business customers
- WGA customers can still bring what they need in a checked bag
“It’s good to see Southwest evolving”
To what, exactly? A valueless shell of its former self?
Honestly, it’s naïve to think that Southwest’s customers wanted this.
"80% of Southwest customers and 86% of potential customers prefer an assigned seating concept".
Are you saying Southwest is lying about their survey results? Or their customers lied to the survey takers? You and others who prefer open seating are obviously in a very small minority. See the world as it is, not as you wish it to be.
I'd bet money they mainly surveyed those with average boarding groups of B-50 and C-26.
Look, this is essentially going to turn Southwest into a version of basic economy with having to pay for seat selection.
Those figures are not lies but could very likely be severely misrepresented. It could be 80% of customers who provided bad reviews or swore they'd never fly Southwest again. It's conceivable lack of assigned seating was cited in 80% of responses. Also I bet if you asked everyone from A-15 to B-45, "do you prefer open seating or would you pay $20-$60 for a similar assigned seat on your next flight," you wouldn't even get close to a 20% yes.
Jetport is definitely B or C group. True WN "loyalists" love how their seat assignments have been going because we get to sit where want. Outside of the FA's letting pre-boarders sit in the first row, but I digress... This isn't an "enhancement", it's simply WN trying to grab other business but they will lose loyalist. Time will tell if it's the right decision.
Neither is probably lying. It is logical that people would prefer to select their own seat. I wonder about the 14% to 20% who don't care where they sit. Those who book closer to flight time will have less of a choice and may not be able to sit where they would like.
I noticed this photos are from a plane already featuring the new seats? Are these new cabins coming sooner than expected
I just saw in their presentation that they will start quarter 1 retrofitting 50-100 planes a month. Which to me would seem that people with an early boarding group could get free upgrades maybe until assigned seating starts ? Maybe they will give a list and a list preferred A boarding pass giving them the chance to get on an get a extra legroom seat ?
The customers preferring assigned seats and a different boarding process is laughable at best.
The big 3 have horrendous boarding procedures with as many as 10 boarding groups. With the average person being in group 5 or later because of no status/co-branded credit card. In a lot of cases, overhead storage is gone or severely limited by that boarding group causing gate checking your bag.
If anyone thinks this will make SW better, you're fooling...
The customers preferring assigned seats and a different boarding process is laughable at best.
The big 3 have horrendous boarding procedures with as many as 10 boarding groups. With the average person being in group 5 or later because of no status/co-branded credit card. In a lot of cases, overhead storage is gone or severely limited by that boarding group causing gate checking your bag.
If anyone thinks this will make SW better, you're fooling yourself. This is a major nothing to see here, move along moment.
Improve Wi-fi, offer better snacks, improve reliability and the revenue will increase. The bar really ain't that high in the industry. You're competing with AA and UA for heavens sake....
So you are saying Southwest is lying about their survey results of customer seating preferences? Quoting their press release
"80% of Southwest customers and 86% of potential customers prefer an assigned seating concept".
Just because you are in the very small minority who likes the cattle stampede boarding process doesn't mean most people like it. I have flown Southwest 3 times in my life, I avoid them because of no seat assignments. Last time...
So you are saying Southwest is lying about their survey results of customer seating preferences? Quoting their press release
"80% of Southwest customers and 86% of potential customers prefer an assigned seating concept".
Just because you are in the very small minority who likes the cattle stampede boarding process doesn't mean most people like it. I have flown Southwest 3 times in my life, I avoid them because of no seat assignments. Last time I had a choice between the only 2 direct options on a route I chose Spirit over Southwest. I got an exit row and even with all the Spirit junk fees it was cheaper than Southwest.
3 times in your life, lmao. You aren't Southwest's target customer!! You chose Spirit and paid for a seat. You basically flew basic economy sir.
Definitely lied. You only have to read through Southwest's social post's replies to know this 'line' was marketing BS.
As someone with a young child, flying Southwest is sometimes stressful since we aren't guaranteed to be seated together. I'd definitely prefer assigned seating in these situations.
Didn't Biden guarantee that families can sit together on flights?
Also, politely asking someone to switch seats because you have a child works surprisingly well. Me and my girlfriend do it all the time to sit next to each other.
People with young kids always got to board after the A-group. With assigned seating...depending on when you book...you might not get seating together...correct?
Since they're keeping free checked bags, there won't be the same incentive to drag everything including the kitchen sink on board that there is with other carriers.
Any mention of Companion Pass? I didn't see anything in what I've read, but wondering if they will continue that.
So progress is to enshittify regular seating by removing 1" of pitch (the difference between touching the seat in front vs. having some space) so they can sell some "extra" legroom seats (+2" from current)?
Good grief are US airlines f*d up!
"Enshittify" word of the day. Adding that to my dictionary
Yup. I told my wife the second this was announced, "it was good while it lasted!" I am 6'3" and WN has been the best airline if you happen to be sitting in economy, which all of WN is. It's why we would choose to fly economy, that and the Companion Pass. I knew enhancement meant downgrade, as usual, and now you get to spend more money to get what you already had. Enhancement of profits is all that means once a CEO starts with that word.
A year and a half!
The first flights to use this will be in a year and a half!
Thank God.
I hated having to line up like cattle. The process sucked. Good riddance.
So it's better to have a horde of people trying to squeeze in like the others? You actually prefer to be a 'gate lice'?
Delta is a better airline than Southwest!
So… I’m not reading about actual business class seats and business class service being offered? Is there any intention of this long term?
I am concerned about public health implications. WN's current boarding process plays a significant role in the healing of mobility and other disabilities nationwide.
Not to mention mass unemployment of airport wheelchair attendants!
Great comment! I'm tired of seeing a dozen wheelchair passengers that have a miraculous healing while in flight enabling them to walk off the airplane at their final destination. Assigning seats also prevents early boarding passengers from saving seats for their friends and family that board late.
Let's be clear: It's premium LEGROOM and not premium SEATS. No thanks.
For those of us who are tall, having more legroom is the most premium thing we're concerned about. So, yes please.
Should watch out what we ask from airlines. We gave u free open seating but since u asked for seat assignment we are gonna charge u for that !
I have a post which I asked 2 important questions Robert D Buckingham Posted 10/10/2024 approx.10:29AM PST
the biggest drawback is that you have to line up precisely when they tell you to or you have no chance of getting the seat you otherwise might be eligible for.
And open seating doesn't work w/ a hub and spoke model. If you are connecting and your 2nd (or subsequent) flight is already boarding, you have no chance of getting a decent seat.
There will be a huge cultural change - and I...
the biggest drawback is that you have to line up precisely when they tell you to or you have no chance of getting the seat you otherwise might be eligible for.
And open seating doesn't work w/ a hub and spoke model. If you are connecting and your 2nd (or subsequent) flight is already boarding, you have no chance of getting a decent seat.
There will be a huge cultural change - and I expect the biggest will be how WN employees themselves handle the changed boarding process.
This - you hit the nail on the head. Boarding a Southwest flight is stressful - even more so when connecting. I book away from Southwest for this reason unless its a Non-Stop flight.
These changes, along with guaranteed extra legroom seating - will make this 6ft 3 traveler look at Southwest a lot more.
I've been an A-list or A-list preferred customer for the past many years...in a row...more than a decade...and boarding has never been stressful for me.
The first three rows should have blocked middle seats and be reserved for business select fares.
Will there still be a 'business select' fair?