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Southwest Airlines announces assigned seating launch date
The airline will start offering assigned seating on January 27, 2026.
Southwest Airlines has revealed that assigned seating will begin on January 27, 2026.
Southwest Airlines sets date for assigned seating
On Monday, Southwest Airlines shared that it will implement assigned seating, ending its long-standing tradition of open seating. Starting January 27, 2026, passengers will be able to select their seats during the booking process. According to Tony Roach, Southwest's executive vice president, this change aims to give customers more control over their travel. Passengers will find various fare bundles offering different types of seats, such as Extra Legroom, Preferred, and Standard. Additionally, a new group-based boarding process will prioritize certain seats for early boarding, targeting competition with legacy carriers that charge more for premium seating.
Key Takeaways
"Our Customers want more choice and greater control over their travel experience."
Tony Roach emphasizes the desire of passengers for more options.
"Assigned seating unlocks new opportunities for our Customers."
Roach highlights the benefits of the new seating arrangement.
Southwest's move to assigned seating signifies a major shift for the airline, often loved for its unique boarding approach. By adopting this model, Southwest aligns itself more closely with its competitors, which could foster a revenue increase through premium seat charges. This change highlights the evolving expectations of modern travelers, who increasingly prefer control over their journey. However, it raises concerns about how loyal customers will react to losing the flexibility of open seating, a feature that distinguished Southwest from other airlines.
Highlights
- Travel just got a little more predictable with assigned seating.
- Southwest is saying goodbye to open seating.
- Control over your seat selection is finally here.
- A new era in air travel begins with assigned seating.
Potential public reaction to seating changes
The transition from open seating to assigned seating may not resonate well with long-time loyal customers who enjoyed the previous system. This change could lead to dissatisfaction among frequent flyers who valued the flexibility that Southwest offered.
The transition to assigned seating could reshape Southwest's customer experience in unexpected ways.
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