Southwest Airlines is making a major change to its business model by eliminating open seating.
The Texas-based airline, known for its open-seating format for more than 50 years, has announced it will redesign its boarding model. statement Thursday.
“After listening carefully to our customers and conducting extensive research, Southwest has decided to offer assigned seats and premium seating options on all flights. Preferences are changing as more customers travelling long-haul want to be able to assign their seats,” a company executive said.
A survey conducted by the company found that 80% of Southwest’s current customers and 86% of potential customers “prefer” assigned seats.
“Furthermore, Southwest conducted robust operational testing, including actual and more than eight million simulated flight tests. The airline is confident that these enhancements will meet customer expectations and will not compromise the airline’s operational efficiency,” the statement added.
In addition to assigned seats, Southwest is preparing to convert about a third of its seats across the airline into premium seats with extra legroom.
“Moving to assigned seating and offering premium options with more legroom will be a transformational change that will impact nearly every aspect of our airline,” Southwest Airlines President and CEO Bob Jordan said.
“Southwest has embraced our unique open-seat model since our founding, and a thorough and extensive review made it clear that this was the right choice at the right time for our customers, employees and shareholders.”
The move has already garnered mixed reactions on social media, with some loyal customers reconsidering their loyalty.
“As a loyal Southwest Airlines customer, I hate this,” wrote one X traveler.[T]Why am I flying Southwest? [because] It’s cheap and you can choose your seat!!! If you don’t like it, just fly another airline.”
As a loyal Southwest Airlines customer, I hate this.
I fly Southwest because it’s cheap and I can choose my seat.
If you don’t like it, just fly another airline 🏼♀️ https://t.co/A88lvRYz9Z
— Lindsey Magness (@lindseymagness_) July 25, 2024
Another client said the policy change would undermine the “social contract.”
“Damn, this policy made flying Southwest so much better. I’ve never had a crazy passenger on Southwest because the self-selection system weeded out non-critical thinkers and the social contract was understood,” he wrote to X. “Now it’ll be just like every other airline – entitlement, egos and insanity.”
Hmm. This policy made flying Southwest so great. We never encountered any crazy passengers there because the self-selection system kept out non-critical thinkers and the social contract was understood. Now it’s going to be all about entitlement, ego and insanity… https://t.co/4GvtrrTxzp
— Tim Mead (@TimMeadsUSA) July 25, 2024
Some have said the open seating model will lead to “confusing” and anxiety.
I flew once in a southwesterly direction, but decided never to do it again – I couldn’t fly in that kind of chaos. pic.twitter.com/XzTubCHIP5
— Miss Dion (@miss_dion_) July 25, 2024
This is why I don’t like to fly Southwest Airlines – the seating system makes me anxious. Nice change.
— Mendy Tuckett (@mentack) July 25, 2024
The airline also announced the addition of late-night flights as it transitions to becoming a 24-hour airline.
