Southwest Airlines to Offer Assigned and Premium Seating for Purchase Starting January 27, 2026.

Southwest Airlines announced that assigned and premium seating will be available for purchase on its website starting January 27, 2026. Customers can choose their preferred fare bundle and purchase assigned seating. The company also announced its first daily roundtrip flight between St. Thomas, USVI and Orlando on February 5, 2026. LUV stock is currently trading at $32.60, up 0.25% on the NYSE.

Southwest Airlines Co. (NYSE: LUV) has announced significant changes to its seating and service offerings, marking a strategic shift towards a more premium travel experience. Effective January 27, 2026, the airline will implement assigned and premium seating options for purchase on its website, Southwest.com. This move is part of a broader initiative to enhance the customer experience and drive financial performance [1].

The new seating options will allow customers to choose their preferred fare bundle and purchase assigned seating. This change comes as Southwest Airlines aims to cater to higher-end travelers willing to pay a premium for more comfort and convenience. The airline will also introduce premium seating with extra legroom, further emphasizing its transition from a budget-friendly airline to a more premium one [1].

Additionally, Southwest Airlines has announced its first daily roundtrip flight between St. Thomas, USVI, and Orlando, scheduled to commence on February 5, 2026. The airline will also offer peak-day service to and from Baltimore/Washington, starting on February 7, 2026. These new routes are part of Southwest's expansion plans and are expected to attract more leisure travelers [2].

The stock of Southwest Airlines, LUV, is currently trading at $32.60, up 0.25% on the NYSE as of July 2, 2025. This increase can be attributed to the positive reception of the new seating and service offerings, as well as the expansion into new destinations [3].

References:
[1] https://www.thestreet.com/travel/southwest-airlines-makes-new-change-to-drop-discount-label
[2] https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2025/07-29-2025-123037215
[3] https://www.morningstar.com/news/pr-newswire/20250729da38924/choose-what-you-prefer-new-fare-bundles-extra-legroom-seats-assigned-seating-and-st-thomas-usvi-now-on-sale