Southwest Airlines introduces assigned seating for flights

In an effort to adapt to changing market demands and enhance customer experience, Southwest Airlines announced the introduction of assigned seating for the first time in 53 years. This change will take effect starting January 27, 2026, with travelers able to choose their seats at the time of booking. Based in the United States, the airline has traditionally followed an open seating policy, which allowed passengers to sit wherever they pleased once boarding commenced, a practice that distinguished it from competitors. To facilitate the new system, Southwest will implement a group-based boarding process that prioritizes customers based on their selected seat's location, with a specific focus on extra legroom seats in the early boarding groups. Furthermore, certain fare classes will provide various seating options, including extra legroom and preferred seating, aimed at giving travelers increased flexibility and comfort when flying. Customers with Rapid Rewards Credit Cards will enjoy privileges that allow them to select their seats either at booking or closer to the departure time, enhancing the travel experience even further. The changes come amidst efforts to enhance Southwest's competitive edge while ensuring financial performance in an industry that is increasingly accommodating to diverse passenger needs. The new fare products will include various options, previously known as Business Select, Anytime, and Wanna Get Away Plus, now categorized under different bundles. This shift not only aims to attract more passengers but also looks to solidify loyal customer relationships by providing tailored experiences during flights. As the airline prepares for this transition, the company is likely to face challenges in implementing the new system while maintaining service standards during this adjustment period. This evolution in Southwest's operations aligns with broader trends in the airlines' industry, where various carriers have already adopted assigned seating policies to improve customer satisfaction. With these developments, travelers can expect a different experience when flying with Southwest in the future, adjusting from what has been a hallmark of the airline's identity.