Southwest Airlines to Adopt Assigned Seating and Implement Additional Changes

As part of its ongoing strategic transformation, Southwest Airlines Co. has announced a series of new initiatives aimed at enhancing the customer experience, improving financial performance, and driving shareholder value.

These changes mark a significant shift for the airline, which has been known for its unique open seating model for over 50 years. The company plans to introduce assigned seating, premium seating options, a redesigned boarding process, and redeye flights as part of its modernization efforts.

Southwest’s decision to move towards assigned seating and premium options is driven by extensive customer feedback and research. The airline’s studies revealed that 80% of its customers, and 86% of potential customers, prefer assigned seating.

The shift to an assigned seating model is expected to broaden Southwest’s appeal, attracting more passengers and enhancing customer satisfaction. The company believes that meeting this customer demand will not only improve the overall travel experience but also generate additional revenue.

In addition to assigned seating, Southwest will introduce a premium section with extended legroom. This new offering is based on customer preferences for more comfortable seating, especially on longer flights.

While the specific details of the new cabin layout are still being finalized, the airline expects that roughly one-third of its seats will feature extended legroom, aligning with industry standards for narrowbody aircraft.

A significant part of the transformation includes the introduction of 24-hour operation capabilities, with the launch of overnight redeye flights. This new service will initially include five nonstop routes, with the first flights scheduled to begin on Valentine’s Day 2025. The routes will connect Las Vegas to Baltimore and Orlando, Los Angeles to Baltimore and Nashville, and Phoenix to Baltimore.

Southwest plans to expand redeye services in the future, leveraging new technologies and procedures to optimize turn-time and operational efficiency. This expansion aims to generate incremental revenue and cost savings, funding the airline’s growth without requiring additional aircraft investments.

Southwest will provide more detailed information about the new seating designs, cabin layouts, and the expected financial impact of these changes during its Investor Day in late September. The company emphasizes that the transition to assigned and premium seating will require Federal Aviation Administration (FAA) approvals. However, Southwest is confident in its ability to seamlessly implement these changes and plans to begin offering bookings in 2025.