Southwest Airlines Implements Assigned Seating Policy

Southwest Airlines Introduces Assigned Seating Policy

In a significant shift from its traditional boarding approach, Southwest Airlines announced on Thursday that it will begin assigning seats to passengers. This change marks the end of the airline’s long-held practice of allowing travelers to choose their seats upon boarding, a system it has maintained for over 50 years.

The decision to implement assigned seating is driven by the airline’s goal to boost revenue and address customer feedback, with approximately 80 percent of passengers expressing a preference for an assigned seat. Bob Jordan, the president and chief executive of Southwest, stated, “This is the right choice — at the right time — for our customers, our people, and our shareholders.”

As customer preferences evolve, particularly with more travelers embarking on longer flights, the demand for seat assignments has increased. Southwest acknowledged this shift, noting that its unique seating model may no longer align with the expectations of today’s travelers. This announcement was initially reported by The Wall Street Journal.

The airline, known for its low fares and straightforward business model, is now aligning itself more closely with conventional airlines such as American Airlines and United Airlines, which have long offered assigned seating.

Currently, Southwest generates nearly $1 billion from fees associated with early boarding and various ancillary services. During a conference call with analysts discussing the company’s second-quarter results, Mr. Jordan expressed optimism that revenues from the new assigned seating policy, along with offerings for seats with extra legroom, would be significantly higher than the current earnings from their existing fee structure.