Southwest Airlines CEO Ends Open Seating Policy

Southwest Airlines CEO Bob Jordan has provided a glimpse into his personal flying habits and the airline's recent policy shifts. Jordan, who joined Southwest in 1988, shared that he prefers the aisle seat when traveling for business, which allows him to interact with flight attendants and move around the cabin easily. He also revealed that he often assists the crew by serving snacks and picking up trash, opting for casual attire like vests or polo shirts to do so more effectively. Suits are typically reserved for official visits and meetings.

Jordan's hands-on approach extends to the ground crew as well. He expressed a desire to help unload bags, noting the difficulty of doing so while wearing a suit. This practical and engaged leadership style reflects his commitment to understanding and supporting all aspects of the airline's operations.

The CEO also addressed the recent changes in Southwest's policies, including the end of its open-seating policy and the introduction of charges for premium seating. Additionally, the airline has scaled back its "bags fly free" policy. Jordan acknowledged that while some customers may be unhappy with these changes, many others are supportive. He emphasized the importance of clear communication during periods of transition, stating that once customers understand the rationale behind the changes, they tend to be more excited about the airline's direction.

Jordan denied that the policy changes were driven by activist shareholder Elliott Investment Management, which sought a shakeup at the airline. He noted that while the board was revamped last year, he remained as CEO. The changes, he explained, are part of a broader strategy to keep the airline competitive and efficient in a rapidly evolving industry.

Reflecting on the advice of Southwest's legendary cofounder Herb Kelleher, who passed away in 2019, Jordan recalled Kelleher's philosophy: "If you don’t change, you die." Kelleher's focus was on building an airline that was different from a service perspective, rather than being defined by specific policies like open seating or plastic boarding cards. This advice continues to guide Jordan as he navigates the challenges and opportunities facing Southwest Airlines today.