Airline giant, Southwest Airlines, abandons longstanding open-seating policy following extended resistance
Southwest Airlines, known for its open seating policy, is set to make a significant change in 2026 when it will begin assigning seats to customers for most fares. This shift, which will start seat selection availability from July 29, 2025, marks a substantial departure from the airline's historic model and reflects ongoing cost-cutting and competitive pressures amid challenging market conditions.
Passengers will now have the ability to select seats at booking, replacing the free-for-all open seating boarding process. Boarding will be reorganized into 8 groups based on fare class, seat type (Extra Legroom, Preferred, Standard), and loyalty status, with premium ticket holders and loyal customers boarding earlier. Families traveling together on certain fares can select seats together, while Basic fare passengers will be assigned seats at check-in or gate.
The move is partly intended to generate new revenue streams by charging premiums for certain seats, aligning Southwest more closely with legacy carriers like American, United, and Delta, which derive significant revenue from premium seating. It also aims to give customers “more choice and greater control” over their travel experience and remove uncertainty about where they will sit.
However, since the policy is yet to be implemented, it is too early to provide insights about changes in customer satisfaction or revenue impact since 2026. Articles emphasize that this shift is an "important step in [Southwest's] evolution."
Meanwhile, other airlines have made headlines for their own changes. Spirit Airlines ended their "bags fly free" policy, leading to mixed reactions from passengers. Alaska Airlines lifted a ground stop for all mainline aircraft.
As for the Senate Permanent Subcommittee on Investigations, their report found that airlines made $1.2 billion from checked bag fees between 2018 and 2023, but it does not specify which airlines were included. The details of the report do not include information about Southwest Airlines' seat fee revenue.
Southwest Airlines executives believe that assigned seating will provide customers with "greater control over their travel experience." FOX Business reached out to the airline for comment, but as of this writing, no response has been received.
In summary, Southwest Airlines' shift to assigned seating is set to begin in early 2026, and seat selection opens mid-2025. The change is intended to enhance customer options and generate incremental revenue, but its actual effects remain to be seen after implementation. This move makes Southwest the last major airline to drop open seating, aligning it more closely with its competitors.
The change to assigned seating at Southwest Airlines in 2026 is expected to bring in revenue through seat premiums, aligning the airline more closely with other major carriers that earn significant income from premium seating. This technological advancement in seating selection aims to provide passengers with greater control and choice over their travel lifestyle, while the impact on revenue and customer satisfaction remains uncertain.
With the introduction of assigned seating, Southwest Airlines' shift in model reflects the evolving trends in the travel industry, where modern technology and customer preference are increasingly shaping everything from lifestyle choices to airline policies.
