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Southwest Airlines Ends 50-Year Open Seating Tradition in Major Operational Shift
Southwest Airlines passengers made their final scramble for seats on Monday as the carrier prepared to end its distinctive open-seating system that has set it apart from competitors for more than half a century.
Starting Tuesday, Southwest flights will feature assigned seats, with options for customers to pay premium rates for preferred locations toward the front of aircraft or seats with additional legroom. The airline began selling tickets under the new seating policy in July.
The Dallas-based carrier’s open-seating arrangement, which began as an efficiency measure to reduce aircraft ground time and maximize daily flight schedules, helped Southwest maintain profitability every year until the COVID-19 pandemic disrupted the airline industry.
Under the traditional system, passengers could check in exactly 24 hours before departure to secure places in boarding lines. Early check-ins received positions in the “A” boarding group, virtually guaranteeing window or aisle seats. Later arrivals were assigned to “B” or “C” groups, often leaving them with middle seats.
The new system introduces an eight-group boarding structure. Instead of numbered columns at gates, passengers will proceed through two alternating lanes when their group is called. Gate areas will be converted in phases starting Monday night, with the process expected to take approximately two months to complete.
Southwest’s redesigned boarding passes will display seat assignments and boarding groups. Reservations for nine or fewer people, including families, will assign those passengers to the same boarding group.
The airline states that boarding groups are determined by seat location, fare class, loyalty tier status and credit card rewards benefits. Passengers purchasing extra-legroom seats will be placed in groups 1-2, while customers with basic fares will likely board in groups 6-8.
Southwest is also revising its policy for passengers requiring additional space. Beginning Tuesday, travelers who cannot fit within a single seat’s armrests must purchase an additional seat in advance. This replaces the previous policy that allowed customers to either purchase a fully refundable extra seat before arrival or request a free one at the gate. Refunds will no longer be guaranteed and will depend on seat availability and fare class.
The seating change follows Southwest’s May 2025 decision to end its popular “bags fly free” policy, implementing baggage fees for most travelers. These modifications represent one of the most significant transformations in the airline’s history, bringing its customer offerings more in line with major U.S. carriers.
Industry analysts note that Southwest’s strategic shift comes amid mounting pressure from investors to boost profitability in a competitive airline market. The company has struggled to maintain its financial performance compared to larger rivals in recent years.
“We have tremendous opportunity to meet current and future customer needs, attract new customer segments we don’t compete for today, and return to the levels of profitability that both we and our shareholders expect,” Southwest CEO Robert Jordan said last year.
When Southwest announced plans to implement assigned seating in 2024, the company cited market research indicating shifting consumer preferences. Studies revealed that a majority of travelers now prefer knowing their seat assignment before arriving at the airport. Jordan stated that open seating was the primary reason surveyed travelers gave for choosing competitors over Southwest.
The airline industry has changed dramatically since Southwest pioneered its no-frills, open-seating model. As travelers increasingly expect more personalized services and certainty in their travel experience, the carrier appears to be adapting to maintain competitiveness in an evolving marketplace.
For longtime Southwest customers, the change marks the end of a familiar ritual, while potentially attracting new passengers who previously avoided the airline due to its unique boarding process.
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8 Comments
The move to assigned seating is a big change for Southwest, but it makes sense from a business perspective. Optimizing the boarding process and offering premium seating options could help the airline boost revenues and efficiency. I’m curious to see how this plays out.
Agreed. Southwest is likely making this move to stay competitive and cater to evolving passenger preferences. It will be interesting to see if they can maintain their distinctive brand identity while adapting to the assigned seating model.
The end of Southwest’s open-seating tradition is a significant operational shift for the airline. I’m curious to see how customers respond to the change and whether it impacts Southwest’s on-time performance and efficiency.
You raise a good point. The open-seating model has been a core part of Southwest’s identity for decades. Transitioning to assigned seats could create some customer backlash, but may also bring benefits in terms of smoother boarding and better customer experience.
As a frequent Southwest flyer, I’m a bit sad to see the open-seating policy go. It was always part of the airline’s fun, quirky vibe. But I understand the need to modernize and stay competitive, even if it means sacrificing some of that unique character.
This is a significant shift for Southwest, but it was probably inevitable given industry trends. Assigned seating is the norm for most major airlines. The key will be whether Southwest can implement the change smoothly and retain the positive aspects of their traditional boarding process.
Interesting move by Southwest to transition to assigned seating. I wonder how this will impact the airline’s beloved boarding process and passenger experience. Will frequent flyers still be able to snag their preferred seats?
From the article, it seems Southwest will offer premium seating options for passengers who want to guarantee their preferred seats. This could be a smart way to maintain some of the open-seating vibe while generating additional revenue.