Southwest is making seat assignments for the first time since its founding more than half a century ago, a shift that will allow the low-price, no-frills carrier to meet changing customer preferences and charge more for premium seats.
The Dallas-based airline will also offer overnight red-eye flights in five markets, including Los Angeles, Baltimore and Nashville, starting on Valentine’s Day 2025.
Southwest has long touted its open seating model as “the ultimate expression of its founding ethos: making air travel affordable and enjoyable for everyone.”
“You can sit wherever you want – just like in church,” the flight attendant told passengers.
But Southwest says it listens to customers looking for more options, who often want more comfortable and premium seats when flying long-haul.
The airline said the No. 1 complaint from passengers when they decide to switch to a Southwest competitor is dissatisfaction with open seats.
“The findings are clear, showing that 80 percent of Southwest customers and 86 percent of potential customers prefer assigned seats,” the airline said in a statement. “By moving to the assigned seat model, Southwest hopes to broaden its appeal to and attract more current and future customers to fly.”
The change will also allow the company to earn more revenue by charging passengers higher fares for premium seats. Southwest Airlines said it is working on an updated cabin design that would provide more legroom in about one-third of seats.
“While our unique open seating model has been a part of Southwest Airlines since its inception, our thoughtful and extensive research showed it was the right choice at the right time for our customers, employees and shareholders. ,” Bob Jordan, Southwest’s president, CEO and vice chairman of the board of directors, said in a statement.
Southwest did not say when the seat changes would take effect.
