For decades, Southwest Airlines customers have endured the chaotic ballet of the notorious open seating model–a frenzied dance that begins the moment boarding groups are called and does not end until finally staking a claim to a seat.
The absence of assigned seating has turned boarding into a mad dash, with travelers anxiously hovering near their gates, plotting the perfect moment to join the fray. For the fortunate few who snagged an early boarding spot, the experience might be merely stressful; for the rest, it’s an exercise in anxiety, praying for a miracle aisle seat or, at the very least, avoiding the middle.
But the times, they are changing. Southwest Airlines is bidding farewell to its free-for-all seating, opting instead to assign seats–a move that marks the end of an era. After more than 50 years of sticking with its unique open seating model, the airline is adapting to customer preferences and industry norms.
The decision follows extensive research and customer feedback, revealing that a significant majority–80% of current customers and 86% of potential customers–favor assigned seating.
Southwest’s research also indicated that many passengers who switched to other airlines did so because they preferred assigned seats. This shift is part of a broader effort by Southwest to modernize and enhance the customer experience, including the introduction of premium seating options with extended legroom.
As part of its product evolution, Southwest also plans to redesign its boarding process and introduce redeye flights.
