UPDATE: Southwest Airlines is undergoing a significant transformation, moving from its traditional discount carrier model to focus on premium travel experiences. Starting in January 2026, the airline will implement assigned seating for the first time, eliminating its decades-old open boarding policy, which was officially announced in July 2024.
This major shift will allow passengers to pay for upgrades, marking a pivotal moment for the Texas-based airline. The revamped experience will feature a new cabin design, larger overhead bins, improved Wi-Fi, and in-seat power options—key enhancements that reflect customer feedback.
“If you talk to Southwest customers, they’ll tell you the things they love about us, but the things that have been left to be desired are things like having in-seat power,” said Southwest’s Chief Customer and Brand Officer Tony Roach. These upgrades aim to meet customer demands while maintaining the airline’s core values.
In a recent preview, CBS News reported on the new 737 aircraft featuring extra legroom—offering about 3 inches more space than before. Industry analyst Henry Harteveldt noted,
“Southwest was basically backed into a corner. It needed to add extra leg room seats in order to be more competitive.”
As part of this transition, Southwest began charging for checked bags this summer, with the first bag costing $35 and the second $45.
Travelers will now have access to fare bundles that include seating, checked bags, and boarding options, but these enhancements come with a price. The airline’s shift towards premium offerings is also echoed in the broader airline industry, where competitors like Frontier Airlines are adding first-class options to attract leisure travelers willing to pay for additional comfort.
However, the rise of premium offerings may lead to fewer low-cost options for flyers. Spirit Airlines, which has faced its own challenges, recently announced service cuts to nearly a dozen cities and is furloughing approximately one-third of its flight attendants after filing for bankruptcy twice this year.
As the airline industry continues to evolve, Southwest’s changes represent a significant pivot that may redefine customer expectations and travel experiences. With the new policies set to take effect in January 2026, passengers should prepare for a transformed flying experience that prioritizes comfort and customization like never before.
What’s Next: As details unfold, travelers are encouraged to stay informed about the latest developments from Southwest Airlines and its competitors, as the landscape of air travel continues to shift dramatically.