Southwest Airlines, known for its iconic open seating policy that has polarized travelers for over half a century, is set to undergo a significant transformation by introducing assigned seating and premium options.
In a press release on Thursday, July 25, Southwest announced the upcoming changes, citing extensive customer feedback and evolving preferences as driving factors. The decision to move away from open seating, which allowed passengers to select their seats upon boarding, comes as 80% of current customers and 86% of potential customers indicated a preference for assigned seating during longer flights.
“For more than 50 years, Southwest has been synonymous with open seating, but customer expectations have shifted, especially on longer routes where seat assignments are preferred,” the airline stated.
The shift in policy is also aimed at addressing customer retention, with Southwest acknowledging that open seating was a primary reason cited by customers switching to competitors. By adopting an assigned seating model, the airline aims to enhance customer satisfaction and broaden its appeal to both existing and new travelers.
Alongside the seating changes, Southwest plans to introduce premium seating options, which will encompass about a third of seats on its aircraft. Details of the new cabin layout, including enhanced legroom and other amenities, are still in development and await approval from the Federal Aviation Administration (FAA). Premium bookings are expected to roll out in the coming year.
In a move aimed at expanding its flight offerings, Southwest will debut redeye flights starting February 14, 2025, on routes such as Las Vegas to Baltimore, Orlando to Baltimore, Los Angeles to Baltimore and Nashville, and Phoenix to Baltimore. The airline intends to increase the frequency of redeyes in its schedule moving forward.
Earlier this year, Southwest unveiled a preview of its redesigned seats slated for 2025, sparking mixed reactions on social media. A TikTok video showcased the updated cabin design featuring streamlined seats with a distinctive heart motif on each headrest. While the airline promoted these updates as part of its ongoing efforts to modernize and improve passenger comfort, the response from travelers was varied.
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Critics in the comment section expressed concerns over the perceived comfort of the new seats, likening them to “lawn chairs” and jokingly suggesting alternatives like wooden benches or plastic pool recliners. Despite the online backlash, Southwest assured that the new seats would maintain the current standards of width and legroom offered across all its aircraft configurations.
Southwest Airlines, a stalwart in the low-cost carrier sector, continues to adapt its offerings to meet evolving consumer demands while balancing operational efficiencies. The transition to assigned seating and the introduction of premium options mark a strategic shift aimed at securing customer loyalty and attracting a broader audience in the competitive airline industry.
