The End of an Era: How Southwest Airlines' Assigned Seats Change Dallas Love Field Flying

The era of open seating on Southwest Airlines officially ended on Tuesday, January 27, 2026. This date marked the launch of assigned seating across the carrier’s network. The Dallas-based airline's biggest policy change in over 50 years drew varied reactions.

Passengers arriving at Dallas Love Field (DAL), Southwest’s home base, shared their first experiences. For many, the change brought a new sense of order. Orlando residents Steve and Terry Bierwirth felt the assigned seats made flying easier. They noted they were "not trying to rush to find a seat, get on board or anything."

Customer and Financial Strategy

This shift aligns Southwest with major U.S. competitors. Carriers like American Airlines and Delta Air Lines have long used assigned seating. The move is a key part of Southwest's strategic transformation. It aims to improve financial performance amid activist investor pressure.

Southwest CEO Bob Jordan stated the decision was not taken lightly. He told shareholders that the open seating model was "no longer optimal for today’s customer."

Customer surveys supported the change. The airline reported that 80% of current customers preferred an assigned seat. Furthermore, 86% of potential customers were also in favor of the new system. According to the airline, open seating was the number one reason some customers chose a different carrier.

Kristina Peterson is the president of Southwest’s flight attendant union, TWU Local 556. She noted that customers wanted a more "personalized, elevated in-flight experience." The union fully supports the change for improved customer comfort and safety.

The New Boarding Process

The move to assigned seats is paired with an overhauled boarding system. The famous numbered metal stanchions are being removed across the country. Digital screen displays now replace the columns at the gates. The full removal process will take about 60 days.

Passengers are now assigned to one of eight boarding groups. This group number is based on seat location and fare type. Tier status and Rapid Rewards Credit Card benefits also determine the group. This new process is designed to streamline the flow of passengers.

• Groups 1 and 2 are generally for premium fares and extra legroom seats.
• Groups 6 through 8 are typically for Choice and Basic fares.

Initial Challenges and Passenger Feedback

While the seating itself was neutral for many, the new boarding flow presented some initial issues. Southwest took the unusual approach of loading the plane back to front. This caused traffic jams for carry-on baggage in the aisles. Air Force service member Jaelyn Grimes noted that finding her seat was easy. However, putting luggage in the overhead bins was a problem for everyone.

Jamie Goertler paid to upgrade her seat to the front rows. Yet, she boarded last and found no more overhead space. Despite this, she and her colleagues praised the flight attendants. They handled the new procedures with professionalism.

For frequent flyers, the change is a major shift. Dallas resident Kay Youngblood enjoyed the old pick-your-own seating. She noted it was easier to sit with family. While she will not stop flying Southwest, the new assigned seating and baggage fees make the airline "not as enticing." Youngblood may now explore other airlines more often.

Peterson encouraged open seating fans to try the new system. She believes they will be "pleasantly surprised" by the improvements. Assigned seating is seen as a win-win for families and anxious flyers. It is expected to streamline the overall boarding experience.

Customers can now pay extra for extra legroom seats. These seats offer up to five additional inches of pitch. This new revenue stream is part of the airline's broader financial strategy. The new policy represents a seismic shift for the carrier. It moves Southwest away from its half-century-old low-cost model.

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