Southwest Airlines to Offer Seat Selection Starting Jan. 27, 2026.

Southwest Airlines will begin offering customers the option to select their seat at the time of booking for flights starting January 27, 2026. The move aims to provide customers with more choice and control over their travel experience, including the ability to select extra legroom seats. Customers can choose from various fare bundles, some of which offer seat selection, and access different seat types. This change is part of the airline's evolution to improve customer service.

Southwest Airlines Co. (NYSE: LUV) is set to revolutionize its customer experience by introducing assigned seating for flights starting January 27, 2026. This strategic move aims to provide customers with greater control and choice over their travel experience, including the ability to select extra legroom seats. The new system is part of Southwest's ongoing efforts to enhance customer service and align with industry standards.

Beginning July 29, 2025, customers will have the option to select their seats at the time of booking for flights from January 2026 onward. The new system offers three seat categories: Extra Legroom, Preferred, and Standard. Special privileges are extended to Rapid Rewards® Credit Cardmembers and A-List members, who can select seats at booking or within 48 hours of departure, even with Basic fares [1].

In addition to seat selection, Southwest is implementing a new group-based boarding process designed to deliver a smooth and efficient customer experience. The boarding process is optimized for assigned seating and will prioritize customers into groups based on seat location, beginning with Extra Legroom seats in boarding Groups 1-2. Premium fares and Southwest's most loyal customers, such as Tier Members and Credit Cardmembers, will board earlier in the process [2].

The operational impact of this change will be significant but manageable. The six-month implementation window allows for systems testing and potential adjustments before full rollout. Southwest's new boarding approach sensibly prioritizes premium seat customers and high-loyalty travelers, preserving efficiency while adding revenue opportunities [2].

From a revenue perspective, this move creates three distinct monetization channels: premium seat sales, seat selection fees, and priority boarding purchases. The airline industry typically sees an 8-12% revenue increase from ancillary fees, which Southwest has historically underutilized compared to competitors [2].

This transformation represents a seismic shift in Southwest's operational model after decades of open seating. The carrier is calculating that revenue gains will outweigh any brand dilution from abandoning their unique open seating policy. By preserving benefits for loyalty program members and credit card holders, Southwest is attempting to maintain their most valuable customer relationships while expanding revenue opportunities [2].

Southwest's move to assigned seating is part of a broader overhaul of its business model. The airline has also announced new fare types and the introduction of checked bag fees, with top-tier customers exempt from many of the new restrictions and fees. These changes are aimed at keeping up with more profitable rivals and adding $800 million to earnings before interest and taxes in 2025 and $1.7 billion in 2026 [3].

In conclusion, Southwest Airlines' introduction of assigned seating is a strategic move designed to enhance customer experience and generate additional revenue streams. The new system offers customers greater choice and control over their travel experience, while also creating new opportunities for the airline to monetize its services.

References:
[1] https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2025/07-21-2025-153014269
[2] https://www.stocktitan.net/news/LUV/the-choice-is-yours-seatisfactiontm-is-coming-to-southwest-92fpmzylm91k.html
[3] https://www.nbcnews.com/business/travel/southwest-airlines-sets-end-open-seating-rcna219965