Southwest Airlines to Implement Assigned Seating

DALLAS, TX — Southwest Airlines has unveiled several new initiatives aimed at enhancing the customer experience, improving financial performance, and increasing shareholder value.

According to a news release, the airline plans to implement assigned seating, introduce premium seating options, redesign the boarding process, and launch redeye flights. 

As part of its "strategic transformation," Southwest will shift from its long-standing open seating model to assigned seating on all flights. According to information, this decision follows extensive customer research indicating that 80% of Southwest’s current customers and 86% of potential customers prefer assigned seating. The airline believes this change will attract more flyers and broaden its appeal.

In addition to assigned seating, Southwest will offer a premium seating section with extended legroom, aligning with industry standards. Approximately one-third of the seats across its fleet will feature this option. This move is part of a broader modernization effort that includes faster WiFi, in-seat power, larger overhead bins, and new RECARO seats.

"Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company," said Bob Jordan, President, CEO, & Vice Chairman of the Board. "Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice—at the right time—for our Customers, our People, and our Shareholders."

Southwest also announced the introduction of redeye flights, marking its transition to a 24-hour operation. Customers can start booking these overnight flights today, with the first flights landing on Valentine’s Day 2025 in five initial markets: Las Vegas to Baltimore and Orlando, Los Angeles to Baltimore and Nashville, and Phoenix to Baltimore. These flights are expected to optimize network efficiency and increase aircraft utilization, generating incremental revenue and cost savings.