Southwest Airlines Ends Open Seating Model, Begins Assigned Seats After 50 Years.

The next time you board a Southwest Airlines flight, your seat will be assigned. This change is effective for all flights departing on or after Tuesday, January 27, 2026. The Dallas-based carrier has ended its unique open seating model. This model was a hallmark of the airline for more than 50 years. Southwest now aligns with major U.S. competitors. These rivals include American Airlines and Delta Air Lines.

A Shift Driven by Customer Demand and Activist Pressure

This switch to Southwest Airlines assigned seating is the biggest policy change in company history. It is part of a series of moves announced in 2024. These changes came amid pressure from activist investor Elliott Investment Management. The investor took a $1.9 billion stake in the airline.

Southwest CEO Bob Jordan stressed the decision was not made lightly. He stated the open seating model was "no longer optimal for today's customer". The airline conducted a customer survey before the change. This research showed that 80% of existing customers preferred an assigned seat. An even larger 86% of potential customers also favored assigned seating. Furthermore, Southwest reported that open seating was the number one reason customers chose a different airline. The airline hopes this shift will lead to better financial performance.

New Boarding Process and Ancillary Revenue

The introduction of assigned seating requires a new boarding process. The famous numbered metal stanchions are coming down across the country. These columns helped travelers line up for boarding for decades. They will be replaced by digital screen displays at many gates. Removing all the columns is expected to take about 60 days. The gate areas will be reconfigured in a phased approach.

There will now be eight boarding groups. These groups are determined by several factors. These include seat location and the type of fare purchased. Tier status and Rapid Rewards Credit Card benefits also play a role.

Extra Legroom Seats and Fare Options

This policy change also unlocks a new revenue stream. Customers must now pay extra for extra legroom seats. These premium seats offer up to five additional inches of pitch. They are located at the front and near the exit rows. Purchasing these seats also grants Group 1-2 boarding priority. This is a key move toward increasing ancillary revenue. Assigned seating revenue has become a major priority across the airline industry.

Southwest's original open seating model was rooted in efficiency. It allowed for faster aircraft turn times. However, the new model prioritizes customer preference and revenue generation. The airline is evolving its low-cost carrier strategy. This is to compete better with rivals like United Airlines. The shift signals a major change in the airline's identity.

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