Dallas-based Southwest Airlines making huge change to seating policy. Here’s why
Dallas-based Southwest Airlines is changing its seating policy for the first time in over 50 years.
The airline announced Thursday morning that it will switch from open to assigned seating and offer premium seating options on all flights. The change comes after over five decades of the open seating policy, which was unique for the airline among its competitors.
The company said in a press release that the new initiatives are designed to elevate customer experience, improve financial performance, and drive shareholder value.
“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 and vice chairman of Southwest’s board.
Southwest’s change comes after over 8 million simulation-based boarding trials, which showed that a majority of customers prefer assigned seating.
The research also indicated that the No. 1 reason customers stop flying with Southwest was the open seating policy, the company said. Additionally, Southwest is planning to offer premium, extended legroom to the cabin in “roughly” one-third of seats across its fleet.
In making the assigned seating and premium legroom changes, the company said it expects to broaden its appeal and attract more customers.
“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,” Jordan said.
Southwest is also expanding its range of services by offering redeye flights.
A redeye is a flight that departs at night and arrives at its destination in the morning.
The first overnight flights land on February 14, 2025, in five initial nonstop markets:
- Las Vegas to Baltimore and Orlando.
- Los Angeles to Baltimore and Nashville.
- Phoenix to Baltimore.
Southwest plans to phase in additional redeye flights in the airline’s repertoire in the next few years.
The airline began service on June 18, 1971, out of Dallas Love Field and is still headquartered inside the airport.
