Southwest Airlines is known for its remarkably consistent business model, which hasn’t changed a whole lot over the years. The airline offers two free checked bags to all passengers, doesn’t have assigned or premium seating, and doesn’t sell basic economy.
With the way the industry has evolved, executives at the airline are now hinting at some possible changes to the business model, which could have major implications for passengers.
In this post:
Southwest considers changes to onboard seating
Southwest reported its Q1 2024 financial results today, and it was mostly bad news. That’s largely due to a grim outlook as a result of Boeing 737 MAX production and certification issues (since the airline solely flies 737s), but even beyond that, unit revenue for Q2 2024 is expected to be down compared to last year.
While Southwest CEO Bob Jordan had quite a bit to say about the company’s financial results, there was one comment that’s probably going to be most interesting to Southwest customers:
“We are evaluating options to enhance our Customer Experience as we study product preferences and expectations, including onboard seating and our cabin.”
There’s not a whole lot more background on this, but changes to onboard seating and cabins suggests a couple of most likely outcomes:
- Southwest has never assigned seats, but rather assigns boarding positions (and elite members and those who pay extra can get a better boarding position); could Southwest finally introduce assigned seating?
- As we’ve seen in recent years, demand for premium travel products is way up, so could Southwest introduce an extra legroom economy section, or possibly even first class?
An extra legroom economy cabin seems inevitable
While all we can do is speculate as of now, I think it’s not too hard to figure out what Southwest management might be hinting at here. Personally I don’t see Southwest introducing first class, because that just seems too radical of a change for the carrier’s business model.
However, an extra legroom seating option seems logical, and if you’re going to introduce extra legroom seating, then it also makes sense to ditch open seating. In many ways, Southwest has already given us a clue about how this might happen.
A couple of months ago, 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 says it doesn’t plan to increase the number of seats on its planes.
Airlines aren’t charities (even if their balance sheets may at times suggest otherwise), so it seems counterintuitive to give passengers even more legroom, rather than trying to add more seats.
While Southwest hasn’t announced plans to introduce extra legroom seating, that seems like the only logical conclusion. With thinner seats, there will be more potential legroom, so Southwest could finally introduce an extra legroom section of the aircraft. There’s just not another logical explanation.
Is Southwest’s consistency an asset or liability?
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. One wonders how Southwest would be performing if it had extra legroom economy seating, assigned seats, no free checked bags, and basic economy.
Bottom line
Southwest executives state that the airline is considering changes to the onboard experience and cabins. Of course the first two things that come to mind are ditching open seating, and introducing a premium seating product.
We know that Southwest will introduce new, thinner seats in 2025, without increasing the seat count. To me that certainly suggests that the airline might finally introduce extra legroom economy seats, since it doesn’t seem logical to just increase legroom throughout the cabin.
What kind of changes do you think we’ll see to Southwest’s cabins?
Just add an extra inch of leg room to the first two or three rows which are "assigned" and "validated" via a boarding pass when complimentary beverages are served. Business PAX will pay the premium for the convenience and the money flows to the top and bottom line. Same with exit row seats!! Change the color of the seat and/or headrest to acknowledge reserved status.
Usually board in the middle or rear of group...
Just add an extra inch of leg room to the first two or three rows which are "assigned" and "validated" via a boarding pass when complimentary beverages are served. Business PAX will pay the premium for the convenience and the money flows to the top and bottom line. Same with exit row seats!! Change the color of the seat and/or headrest to acknowledge reserved status.
Usually board in the middle or rear of group "A" only to be told an entire suite of seats are reserved. That's B.S.!!
If in double, the ULCC carrier Spirit has the "Big Seats" in the first two rows. Probably provides more incremental revenue then most realize.
As a resident of the Big Island of Hawaii, Southwest has been a godsend. For major travel, I need to get to a hub (HNL, LAX, SFO) to get the best deals on international flights, and Southwest has consistently offered me the ability to do that easily. By providing interisland competition with Hawaiian Airlines, HA lowers its fares to match the frequent Southwest sales, also providing me with more choices. As others have mentioned, their...
As a resident of the Big Island of Hawaii, Southwest has been a godsend. For major travel, I need to get to a hub (HNL, LAX, SFO) to get the best deals on international flights, and Southwest has consistently offered me the ability to do that easily. By providing interisland competition with Hawaiian Airlines, HA lowers its fares to match the frequent Southwest sales, also providing me with more choices. As others have mentioned, their demand pricing does not help with last-minute travel, but most of my flights are planned well in advance. Their current business model works well for me, and I hope they don't change it.
Please do NOT change the seating. I enjoy choosing the person/people I sit next to even though I don't know them. I can avoid those whom it is evident are partiers, loud or obnoxious. I am often in the back of the plane but it arrives at the gate at the same time as the front of the plane. And BTW, I only fly SWA. Even when the fares increase, there is no charge for...
Please do NOT change the seating. I enjoy choosing the person/people I sit next to even though I don't know them. I can avoid those whom it is evident are partiers, loud or obnoxious. I am often in the back of the plane but it arrives at the gate at the same time as the front of the plane. And BTW, I only fly SWA. Even when the fares increase, there is no charge for checked bags and the SWA employees are ALWAYS kind and helpful. They also know how to smile and do it often.
Anecdotally, I suspect Southwest has a real problem with "elite" (A-List Preferred) satisfaction.
IMO, the early boarding benefit is the best reason to have status. But every flight has a dozen preboarders (and their family members) as well as through passengers who pick the best seats. At that point, the only incremental benefit to A-List passengers is overhead bin access and sitting in the front half of the plane. The half-dozen or so preferred...
Anecdotally, I suspect Southwest has a real problem with "elite" (A-List Preferred) satisfaction.
IMO, the early boarding benefit is the best reason to have status. But every flight has a dozen preboarders (and their family members) as well as through passengers who pick the best seats. At that point, the only incremental benefit to A-List passengers is overhead bin access and sitting in the front half of the plane. The half-dozen or so preferred seats (row 1 and the exit row) are inevitably taken by this point.
Preferred/extra-legroom seat assignments have to be a part of any change. If I could get coffee or use the restroom close to boarding time without worrying about getting back to the gate for A boarding, I would pay up.
It would be great if Southwest created an affordable first class- even if leg room and amenities are lower than legacy carriers, I’d still pay an extra $100 each way to secure a guaranteed better seat.
Ben mentioned about how Southwest Airlines may not have open seating anymore if they introduce extra legroom seating but I think it may still be possible that they keep it.
They can keep open seating for those in the economy cabin. They can allow pre-boarding for those who have extra legroom economy tickets. Even if they board late their seats can be assigned seating so their tickets can have seat numbers.
Since JetBlue is dead to me, after I earned Mosaic 2 of course, having assigned seating and extra legroom would make me seriously consider flying them. I have been against southworst forever but these changes would seriously change my mind. Would still be booking flagship or mint trans con but to Vegas from lax that would be very appealing. Assuming 6 rows new boarding system would be people who pay for their Y+ product board...
Since JetBlue is dead to me, after I earned Mosaic 2 of course, having assigned seating and extra legroom would make me seriously consider flying them. I have been against southworst forever but these changes would seriously change my mind. Would still be booking flagship or mint trans con but to Vegas from lax that would be very appealing. Assuming 6 rows new boarding system would be people who pay for their Y+ product board first. People with more time second. Assigned seating next then rest of the current boarding process. Flyers who spend a certain amount get complimentary assigned seating if there are any left within 24 hours of departure. I like flying DL everywhere but their pricing is out of control. Same times flying to vegas from lax AS F is the same price as DL Y I don’t like the sky deck that much.
Assigned seats would be fantastic. I've had companion pass the past 8 years and the only real downside is the free for all boarding/check-in process. Typically I buy early bird but lately that only gets me the very end of the A group. At least there are aisle seats still available. Getting to sign seats when I buy the ticket would be amazing, it might make me like flying WN...
And how about when you pay for early-bird but someone you're flying with has to use the bathroom right before boarding begins? Like watching money go down the drain...
Not only are the early boarding scammers so frustrating, but so are the people who save or block seats to discourage people from sitting next to them.
I like WN employees but will avoid flying them due to the open seating policy and all the negatives that come with it.
You know.... these comments about pax who pre-board and are " healed on arrival are beyond a$$holic. Let me perhaps enlighten if I may...as a disabled traveler.
I used to need a wheelchair to the jetway...thankfully I no longer do. BUT I still avail to pre-boarding because I DO need a bit more time...which works out better for you, in the long run. ALSO.. on arrival I have NEVER been met with the promised...
You know.... these comments about pax who pre-board and are " healed on arrival are beyond a$$holic. Let me perhaps enlighten if I may...as a disabled traveler.
I used to need a wheelchair to the jetway...thankfully I no longer do. BUT I still avail to pre-boarding because I DO need a bit more time...which works out better for you, in the long run. ALSO.. on arrival I have NEVER been met with the promised wheelchair...and on arrival..we all have to walk the aisle ..so
be grateful you do not walk in my very painful shoes for a moment.
BradStPete- Certianly— not all disabilities are visible, and some people may legitimately need time and/or help boarding. But choosing to not recognize that the early boarding is also abused makes the argument feel disingenuous.
Your struggles are acknowledged, but the existence of your situation in no way prevents rampant abuse of the system/process... which is the part that commenters here and elsewhere take issue with, not the fact that some travelers are truly in need of such services.
When I see a plane deboard and more than a dozen wheelchairs come out of the jet bridge empty the system is being abused. Personally I think there should be a doctor's note kept on file because this is only getting worse.
I have been flying Southwest since the mid 1980's and have a 7 digit Rapid Rewards Number. I cannot remember in the last decade flying any other airline domestically and for a good reason. In keeping it simple, affordable, adaptable ticketing with outstanding perks (Rapid Rewards, Companion Pass, A-List and a drink coupon every now and then) and consistently on time (Southwest has perfected this in the airline industry) provides my reasoning to fly Southwest...
I have been flying Southwest since the mid 1980's and have a 7 digit Rapid Rewards Number. I cannot remember in the last decade flying any other airline domestically and for a good reason. In keeping it simple, affordable, adaptable ticketing with outstanding perks (Rapid Rewards, Companion Pass, A-List and a drink coupon every now and then) and consistently on time (Southwest has perfected this in the airline industry) provides my reasoning to fly Southwest exclusively. If you need assigned seating or first class, the other airlines will take you there for the fare they would like you to pay.
Southwest can be very expensive if you don’t book way in advance. Hope you check that. Just recently saw United First as a lower to Southwest.
Really hoping they do. I've refused to set foot on WN due to lack of assigned seats, but it'd be nice to be able to consider them (and their massive West Coast network) if they ever changed this.
Too bad they've bet their entire future on the FrankenMAX.... but that won't be forever, I guess.
I really do enjoy everything about the Southwest experience except the boarding process. They consistently have great staff, run on time, the free bags are nice, and the loyalty program is simple. I just hate playing seat roulette. And I generally try to avoid the 737 family, well before the MAX fiascos. They offer so much service in the west where other airlines have done nothing but play snip snip with their routes for years.
I was there for the start of SW (one of its very first hires was my secretary); Lamar Muse was told they'd need massive computers to track seat assignments and names of passengers. "(Expletive Deleted)-Just give 'em a boarding number, tell 'em to speak their names into a tape recorder." (Lamar doesn't get credit for most of the work of creating SW) About 20 years later I ran into Herb, he'd had a Wild Turkey...
I was there for the start of SW (one of its very first hires was my secretary); Lamar Muse was told they'd need massive computers to track seat assignments and names of passengers. "(Expletive Deleted)-Just give 'em a boarding number, tell 'em to speak their names into a tape recorder." (Lamar doesn't get credit for most of the work of creating SW) About 20 years later I ran into Herb, he'd had a Wild Turkey or three, "I just got me a fancy new computer system. Now I can lose money like the Big Boys!" E.g., SW believes they make far more from NOT charging for baggage. A couple rows of larger seats, yeah, probably. A lot of them, no way.
The disabled boarding has become a total scam. People need a wheelchair to get on but apparently when the find they need to wait to get off they get the miracle of life. This is hitting all airlines but Southwest probably the worst. How to solve? Easy, disabled people board last. It would suddenly go back to 1999 numbers.
I would respond that not all disabilities are visible. Mine isn't. And I board early because of it.
BradStPete- Certianly— not all disabilities are visible, and some people may legitimately need time and/or help boarding. But choosing to not recognize that the early boarding is also abused makes the argument feel disingenuous.
I know it won't happen (as Lucky mentioned) but I really hope they add domestic first class recliner seats. I'd argue that (other than placing a limit to match number of F seats) there's nothing new in the booking system they need to set up as they already have 'Business Select' fares. They could continue w/o offering meals as most folks take WN to get that direct routing, limiting their overall journey to between 1-4 hours.
Agreed. I don't need the extra legroom, I'd rather have a wider seat with more recline. That'll be the only thing that will sway me to fly southwest more (I avoid it like the plague currently due to my back/neck and the super uncomfortable devolve seats). I'll take UA first, and AA/DL second for their F class seat comfort (AA/DL have the same pitch I believe now).
I would be happy to pay for a pre assigned seat, more leg room, and I would really pay up for 2 across. I fly swa only when there is no other good option. These changes would be a game changer for me.
Regarding the new thinner seats, let’s keep in mind that Southwest’s current seat pitch is slightly larger than most airlines. They may reduce it by 1-2” when introducing the extra legroom seats to get an overall comparable seat count to the present seat configuration.
Very likely all these pre-boarders in wheelchairs are a significant expense and the management is recognizing this.
Add to this the frequent disputes about reserving seats which the crews are not addressing. This leads to unsatisfactory seats for guests with A-list status or who pay for an early boarding group. I can see frequent complaints to customer service about having paid and not having a great choice of seats.
The boarding process at Southwest isn’t working like it used to. My last flight I was in spot A11 so 11th to board, right?
Nah, almost 40 people boarded early — whole families with one little kid, half a dozen folks in wheelchairs accompanied by family members. I still got a decent seat but the system is being gamed and SWA staffers will not address it.
Side note: only two people needed wheelchairs to exit the plane at our destination
I'd tread very carefully if I was Southwest. From what I've seen a lot of their most loyal fans value Southwest's unique customer experience. If that customer experience starts to resemble that of their competitors I see no reason for those loyal customers to stay
If I were them I'd probably increase the A1-A15 option to A1-A30 or A1-A45 and charge less for them in return for selling more. Not that I know anything about their internal numbers
Are the loyal fans profitable? Could Southwest be more profitable with less loyal, but higher revenue generating, customers paying for extra legroom or assigned seats?
Loyalty is meaningless.
Didn't really think of that, I always assumed loyalty was important for them but Southwest really isn't an airline that rewards loyalty like the others do
The infrequent flyers likes the free bag thing the most.
The frequent flyer would have paid the same for airfare and still get bags from status.
I actually think the infrequent flyer maybe more willing to pay extra for things like extra leg room. So many times that non status Y+ people actually paid for the upgrade. Especially long haul, which is totally not worth it.
I had a very interesting experience flying Southwest for the first time in probably 10 years two weeks ago. I had to be at my destination very early and the only option was to take a Southwest flight. I booked for me and my son the cheapest one way ticket they had available, which to my surprise was more expensive than the same option at Delta although at a later time. Having booked a cheap...
I had a very interesting experience flying Southwest for the first time in probably 10 years two weeks ago. I had to be at my destination very early and the only option was to take a Southwest flight. I booked for me and my son the cheapest one way ticket they had available, which to my surprise was more expensive than the same option at Delta although at a later time. Having booked a cheap ticket and not having any status with Southwest, we boarded very late and to my surprise, we both got aisle exit rows seat. I couldn’t believe it and wonder if passengers that fly Southwest are typically not frequent fliers and are intimidated that they would have to open the exits in case of an emergency.
On my recent flights, I have seen people ask to be reseated away from the doors on Boeing planes due to the Alaska incident. I bet people were purposefully avoiding those seats due to this.
This can't happen fast enough. I'm so sick of all these scumbag preboarders who miraculously get healed in-flight and walk off the plane like everyone else.
Las Vegas is known for miracles like this.
again, I wish that I did NOT need to have a "little bit more time" to board. Walk is my shoes a day ..... it's not pleasant and your day will come. Karma is a bitch, Scott. Be careful.
@BradStPete - The problem is not with people like Scott who are pointing out the abuse of the system, nor is the problem with the number of people with disabilities. The problem is the people abusing the system.
The most likely option is assigned seating. It’s the most complained about aspect lately especially since there’s more leisure travel and families than business travel that Southwest used to have years ago. The 800 / max 8’s don’t have much room for more seats. The max 7 model is 10 ft longer and will seat 150 to the current 143 on 700 series. That’s 1 extra row of seats for 10 extra feet of space....
The most likely option is assigned seating. It’s the most complained about aspect lately especially since there’s more leisure travel and families than business travel that Southwest used to have years ago. The 800 / max 8’s don’t have much room for more seats. The max 7 model is 10 ft longer and will seat 150 to the current 143 on 700 series. That’s 1 extra row of seats for 10 extra feet of space. Which means there’s room to space the seats further apart on the max 7’s.
If nothing else, SW ought to reserve the first four rows and block the middle seat for Business Select. Sort of like intra-Europe business class.
I like that idea. Not sure what to do about the wheel chair issue.
Row 5 and up for wheelchair folks & families that did not purchase "Business Select." If they didn't pay for it, they don't get it.
If there aren’t that many rows of Econ plus just let those people board first the usual scammers second then the rest. Done.