Southwest Ends 50-Year Tradition: What Assigned Seats and New Policies Mean for Flyers

Southwest Airlines is enacting two major policy changes beginning on January 27, 2026. This shift ends two of the carrier’s longest-standing traditions. The airline will transition from its open-seating model to a new assigned seating system. It will also introduce new requirements for its plus-size customer policy. These changes are part of a broader strategy to increase airline ancillary revenue and align with evolving customer preferences.

The End of Open Seating

Southwest Airlines had utilized its open-seating policy for over 50 years. The airline first announced plans to ditch this hallmark in July 2024. The move is intended to modernize the customer experience and boost profitability. Southwest executives stated in 2025 that customers desire more control. Assigned seating removes the uncertainty of not knowing where they will sit.

Research cited by the airline indicates strong customer support for the change. Approximately 80% of existing Southwest customers prefer an assigned seat. This preference rises to 86% among potential customers. The airline expects the new model to broaden its appeal. It will also help attract more business from current and future customers. The shift is projected to generate up to $5 billion in additional ancillary revenue by 2026.

New Seating Options and Boarding

Customers booking flights on or after the Jan. 27, 2026, start date can select from three options:

• Standard seats: Located near the rear of the cabin.
• Preferred seats: Situated closer to the front.
• Extra Legroom seats: Found near the exit rows. These offer between three and five inches of extra space.

The type of seat purchased will now determine boarding priority. This is a significant change from the previous A/B/C group system. The new boarding structure will use Groups 1 through 8. The airline is already booking assigned seats for future itineraries.

Changes to Plus-Size Customer Policy

The Southwest plus-size customer policy is also changing on January 27, 2026. Previously, customers of size could secure an extra seat free of charge. This was often done at the gate if space was available. The carrier recommended purchasing a second seat in advance. A refund was then obtainable after travel.

Under the new rules, customers must now purchase an extra seat upfront. They must also pay any applicable seat fee before boarding. This requirement is for passengers whose body extends over the armrest.

Stricter Refund Conditions

Refunds for the second seat are still available after travel. However, eligibility will depend on stricter conditions. To receive a refund, the customer must meet three criteria:

• Both seats must be purchased in the same fare class.
• The refund request must be submitted within 90 days of travel.
• The flight must depart with at least one extra open seat.

This final condition is a key point of concern for advocates. They note that travelers will not know the flight’s final load prior to departure. Despite these new restrictions, Southwest remains unique. It is the only major U.S. airline (among American, Delta, and United) that offers any type of refund for eligible plus-size passengers.

These changes represent a major shift in the low-cost carrier business model. They prioritize new premium seating options and revenue diversification. Industry analysts expect the move to improve financial performance. Stakeholders are watching the impact on customer loyalty. Read more commercial aviation news at [flying.flights].