In a major shake-up, Southwest Airlines is bidding farewell to its long-standing open seating policy, a hallmark that has set the airline apart for the last 50 years. This change marks the end of an era for Southwest, which has always prided itself on its unique seating approach, famously allowing customers to “sit anywhere you want — just like at church.”
Starting soon, Southwest will adopt a more traditional assigned seating model. This new policy will also introduce premium seating options for an additional charge. The decision to move away from open seating is driven by clear customer preferences. Research conducted by Southwest revealed that 80% of its current customers, and 86% of potential customers, prefer assigned seating.
Bob Jordan, President, CEO, and Vice Chairman of the Board, announced the change on Thursday. He emphasized that while the open seating model has been a significant part of Southwest’s identity, extensive research and customer feedback have shown that this shift is necessary.
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company,” Jordan stated.
Jordan expressed excitement about incorporating customer and employee feedback to create a unique experience that only Southwest can deliver. He highlighted that this change is part of a broader effort to upgrade the Southwest experience, focusing on meeting customer expectations and unlocking new revenue streams. This strategic move is aligned with Southwest’s goal of improving financial performance amid challenging times.
In addition to revamping its seating policy, Southwest Airlines will also start offering redeye flights, catering to customers who prefer traveling overnight. These overnight flights will be available in select markets beginning in February 2025.
This overhaul comes as Southwest faces revenue declines and safety concerns, particularly regarding its Boeing planes. The company is taking urgent steps to address these challenges and implement long-term strategies for growth.
In April, a Southwest Boeing plane on a flight from Denver to Houston had to make an emergency landing after a cover ripped off one of its engines and struck the wing flap, highlighting ongoing safety issues.
Jordan acknowledged these challenges and reiterated the company’s commitment to taking deliberate steps to overcome near-term revenue issues while driving meaningful top and bottom-line growth. “We are taking urgent and deliberate steps to mitigate near-term revenue challenges and implement longer-term transformational initiatives that are designed to drive meaningful top and bottom-line growth,” he said.
