Southwest Airlines Ends 50-Year Tradition with Major Operational Changes
- Southwest Airlines will end its open-boarding system, which has been in place for over 50 years, transitioning to assigned seating by the first half of 2026.
- The airline plans to reserve a third of its seats for passengers willing to pay for extra legroom, aiming to increase revenue.
- These changes are part of a broader strategy to cut costs and improve profitability amid pressure from investors.
In a major shift, Southwest Airlines revealed plans to discontinue its open-boarding system, a hallmark of its service for over five decades. This transition to assigned seating is expected to commence in the first half of 2026, reflecting a significant change in the airline's operational model. The decision follows extensive customer feedback, indicating that 80% of passengers prefer knowing their seat assignments prior to arriving at the airport. To further boost revenue, Southwest will reserve a third of its seats for passengers willing to pay for additional legroom, a move aimed at enhancing the overall travel experience while generating extra income. This strategy aligns with the airline's goal to adapt to evolving customer preferences and market demands. The announcement comes during a challenging period for Southwest, as it faces pressure from Elliott Investment Management, a hedge fund that has acquired a significant stake in the airline. Elliott has been advocating for cost-cutting measures and improved profitability, prompting Southwest to reevaluate its long-standing practices. As the airline navigates these changes, it remains committed to its policy of allowing passengers to check two bags for free, which it considers a key differentiator in the competitive airline industry. The upcoming transformation marks a pivotal moment for Southwest as it seeks to balance tradition with the need for modernization.