Southwest Airlines to Begin Assigned Seating, Ending 50-Year Tradition

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Southwest Airlines to Abandon 50-Year Open-Boarding Tradition for Assigned Seating Southwest Airlines announced on Thursday that it will end its 50-year tradition of open boarding and introduce assigned seating. This major shift aligns Southwest with industry norms and responds to changing customer preferences.

For decades, Southwest’s open-boarding system allowed passengers to choose their seats based on their check-in time. This approach, which aimed to streamline boarding and reduce turnaround times, has been a hallmark of the airline’s operations. Initially, the system was efficient, helping Southwest maintain profitability and optimize flight schedules. It contributed significantly to the airline's consistent profitability until the COVID-19 pandemic disrupted the aviation sector.

The decision to move to assigned seating comes after extensive research, including customer surveys and tests. Southwest found that a large majority of travelers now prefer knowing their seat assignments before arriving at the airport. The airline’s CEO, Robert Jordan, acknowledged the change would be met with mixed reactions, but expressed confidence in its positive reception. "I know there are going to be customers who say, ‘I want to stay with open seating,’” Jordan said, “but we had the same thing when we switched from plastic boarding passes and took peanuts out of the cabin. I’m convinced we can win them over.”

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Surveys showed that 80% of current Southwest customers and 86% of potential customers favor assigned seating. Open seating was cited as a major reason some travelers chose other airlines, highlighting a gap Southwest aims to close with this change.

Historically, Southwest’s open-boarding system allowed for a degree of flexibility but also led to some complications. Passengers had to check in precisely 24 hours before departure to secure their spot in the boarding line. The first to check in received priority boarding, while others were assigned less desirable groups. Over time, Southwest allowed passengers to pay for priority boarding, which somewhat diminished the system’s original egalitarian appeal.

The transition to assigned seating will affect loyal customers who have grown accustomed to Southwest’s unique boarding process. For example, Lindsey Magness, a frequent flyer, expressed disappointment, stating that open seating allowed her to choose between a window or aisle seat and that assigned seating often led to dissatisfaction in past experiences.

Conversely, some passengers, like Kimberly King from Chicago, welcomed the change, particularly when traveling with children, as assigned seating offers greater predictability and convenience.

Southwest also plans to enhance its offerings by converting about one-third of its seats to premium options with more legroom and introducing redeye flights starting in mid-February. These overnight flights will include routes such as Las Vegas to Baltimore and Los Angeles to Nashville.

The announcement aligns with broader industry trends and comes as Southwest faces pressures from Elliott Investment Management, which has criticized the airline’s financial performance and called for leadership changes. Additionally, the airline is under scrutiny from the Federal Aviation Administration (FAA) following a series of safety incidents.

Despite a challenging environment, including rising costs and reduced pricing power, Southwest’s stock rose by 5.5% on the announcement day. The shift to assigned seating, along with other planned enhancements, reflects Southwest’s effort to adapt to evolving market conditions and customer expectations.

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