Southwest Airlines has announced a significant change in its boarding process, introducing assigned seating for the first time on January 27, 2025. This shift marks the end of the airline’s long-standing open seating policy, which has differentiated it from competitors for over fifty years. Passengers will be able to purchase tickets with assigned seats starting on July 29, 2024, as the airline adapts its business model to remain competitive in a challenging market.
The decision to implement assigned seating comes as Southwest seeks new revenue streams to enhance profitability. In March, the airline projected that various initiatives, including the new seating policy, would contribute an estimated $800 million to earnings before interest and taxes in the current year and $1.7 billion by 2026. This transition is part of a broader overhaul aimed at modernizing its operations and aligning with industry standards.
As the airline moves away from its open seating tradition, the familiar processes associated with it will be replaced by a new boarding order. Passengers will now board in eight groups based on their selected seats, status, and other factors. Elite frequent flyers and those holding premium tickets will be prioritized, while other ticket holders will board according to their fare type.
Stephanie Shafer Modi, managing director of fares and ancillary products at Southwest, explained the airline’s commitment to optimizing efficiency during the boarding process while also catering to loyal customers. “We wanted to make sure that, as we designed a boarding construct that paired well with assigned seating, we were optimizing for efficiency,” she stated.
The new boarding system will eliminate the current chaos of securing a place in line. Instead, passengers will receive a designated boarding group that reflects their loyalty status and ticket class. For instance, the first two groups will accommodate the top tiers of elite frequent flyers, while subsequent groups will cater to “Choice” and “Basic” fare holders. Credit card holders and Rapid Rewards members will board no later than Group 5.
In addition to the new boarding process, Southwest is also reconfiguring its fleet of Boeing 737 aircraft to include extra-legroom seating. As of now, approximately 200 planes have been modified, representing around 25% of the total fleet. While these extra-legroom seats are not yet available for sale, Southwest has introduced an option for earlier boarding that enhances customers’ chances of securing these preferred seats.
The airline has recognized that families often prioritize sitting together while flying. Shafer Modi reassured customers that the new boarding process would still allow for families to have control over their seating arrangements. “We will try to do our best to make sure that families are seated together no matter how they buy a ticket,” she noted.
As Southwest Airlines navigates these changes, it aims to balance customer satisfaction with the need for increased revenue. The implementation of assigned seating is not just a shift in policy but a strategic move to stay relevant in an evolving aviation landscape.