Boarding a Southwest flight can be a bit like the Hunger Games: a Darwinian struggle for survival of the fittest, where the weak are left in a middle seat down the back of the plane. But no more.
From a yet to be announced date in 2025, Southwest Airlines will scrap its open seating policy after 53 years. Yep, the airline that was once the poster child for egalitarianism is now embracing the cold, hard cash of assigned seating.
The move away from its current model comes as Southwest faces investor pressure to improve results and shore up its share price.
Why the change?
Southwest says the shift towards assigned seating and premium options is in direct response to extensive customer research and feedback.
According to Southwest, 80% of its customers, and 86% of potential customers, prefer assigned seating. It claims the open seating model, while unique, has become a point of contention for many, particularly on longer flights.
“Our thoughtful and extensive research makes it clear this is the right choice — at the right time — for our customers, our people, and our shareholders,” Bob Jordan, President, CEO, and Vice Chairman of the Board said.
@gregisms I love me some @Southwest Airlines but that seating situation be like The Hunger Games #fyp #storytime #flying #travel #findyourjoy ♬ original sound – Gregisms
While Southwest claims the changes are customer-driven, economics professor Kerry Tan disagrees.
“Southwest has made its reputation and has been successful at being a maverick,” he told the Washington Post.
“Now it’s just following the pack.”
He argues the move is primarily aimed at boosting shareholder value, not passenger satisfaction.
“It’s hard for me to see this as a win for passengers, especially long-time loyal Southwest Airlines passengers,” he said.
“The only reason to do this is to appease shareholders. This is not a win for passengers — this is a win for shareholders.”
Southwest’s Q2 earnings beat expectations, but the airline is keenly aware of the need to boost revenue streams amid fluctuating travel demand and rising operational costs.
What’s new?
Assigned and premium seating
In addition to assigned seating on all flights, the carrier also plans to offer premium, extended legroom seats, which will account for roughly one-third of seats across its fleet, pending approvals from the U.S. Federal Aviation Administration.
The push for premium comes as other U.S. airlines are cashing in on premium cabins, with Alaska Airlines just last week announcing it would add 1.3 million premium seats annually to its mainline fleet.
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the company,” Jordan said.
Redeye flights
The airline will also launch overnight, redeye flights, initially covering routes from Las Vegas to Baltimore and Orlando, Los Angeles to Baltimore and Nashville, and Phoenix to Baltimore, starting from Valentine’s Day 2025. Bookings for the initial routes are now open.
Southwest expects increased revenue and cost savings from overnight flights and faster turnaround times. This will allow them to expand their fleet without needing additional aircraft purchases over the next three years.
Movers + Shakers
Ryan Green, previously Executive Vice President and Chief Commercial Officer, will lead these new initiatives as Executive Vice President Commercial Transformation.
Green, with his extensive knowledge of customer trends and cabin transformation, is expected to play a crucial role in implementing these changes.
“I’m eager to lead this next step in our transformation to serve our customers with an even better Southwest,” Green said.
But what about the free checked bags?!
There will likely be rioting in the aisles if the carrier takes away its current offer of two free checked bags. But Jordan said the company currently has no plans to introduce bag fees, citing the airline’s data which shows free bags are the top reason customers choose Southwest.
More info is coming our way in September, so we’ll be (pardon the pun) on the case.
