Southwest Airlines Abandons Open Seating Policy, Introduces Assigned Seating

Southwest Airlines is introducing assigned seating, ending its open seating policy, to boost earnings by $800 million this year and $1.7 billion by 2026. The change, part of a broader business model overhaul, includes charging for checked bags and introducing new fare types. Top-tier customers will be exempt from many new fees. The new boarding process features eight groups based on seat selection, membership status, and other factors.

Southwest Airlines, known for its open seating policy and two free checked bags, is set to introduce assigned seating, marking a significant shift in its business model. The change, scheduled to commence on January 27, 2026, is part of a broader strategy aimed at increasing revenue by $800 million this year and $1.7 billion by 2026 [1].

The new policy, which will be implemented for flights booked on or after July 29, 2025, will replace the airline's long-standing "pick any seat" policy. Instead, passengers will be assigned seats based on their fare type, membership status, and other factors. The new boarding process will feature eight groups, with the most loyal and highest-spending customers boarding first, followed by those with preferred and standard seats [2].

The introduction of assigned seating is part of Southwest's ongoing effort to generate new revenue streams. The airline has also announced plans to charge many customers for checked bags and has introduced new fare types. Top-tier customers, such as those with elite frequent flyer status or who purchase premium tickets, will be exempt from these new fees [3].

Southwest has been reconfiguring its Boeing planes to include extra-legroom seating, with about 200 aircraft already equipped. While these seats are not yet on sale, the airline has been offering earlier boarding to customers to increase their chances of securing extra-legroom seats [4].

The shift to assigned seating is expected to optimize boarding efficiency and provide customers with greater control over their travel experience. Southwest has emphasized that families and other groups can still choose to sit together by purchasing seats through the airline's existing products [2].

The move to assigned seating follows a trend seen among other major airlines, which have collectively earned $12.4 billion in revenue from seat fees between 2018 and 2023. Southwest's decision to end its "bags fly free" policy in May is also part of this broader trend [3].

Passenger reactions to the policy change have been mixed, with some praising the move for faster boarding and greater control, while others express concerns about the loss of flexibility and the potential for increased fees [2].

Southwest Airlines has not yet disclosed the pricing for seat assignments as an add-on fee, but it is expected to vary depending on route and demand. The airline has stated that it will continue to prioritize customer service and will work to ensure that families and other groups are seated together [2].

References:
[1] https://www.nbcnews.com/business/travel/southwest-airlines-sets-end-open-seating-rcna219965
[2] https://nypost.com/2025/07/21/lifestyle/southwest-airlines-makes-major-change-to-seating-policy/
[3] https://www.foxbusiness.com/fox-news-travel/southwest-airlines-ditches-decades-old-open-seating-years-holdout
[4] https://www.azcentral.com/story/travel/airlines/2025/07/21/southwest-airlines-assigned-seating/83201018007/