Southwest Airlines has entered a new phase of its history, officially introducing assigned seating across its network and bringing an end to one of the most distinctive features in U.S. aviation.
The change, implemented across all flights, reflects shifting customer expectations and the airline’s broader effort to modernize its business model while unlocking new revenue opportunities. After more than five decades of open seating, the move represents a cultural and operational milestone for both passengers and employees.
The transition began with a symbolic final open-seating redeye flight from Honolulu to Los Angeles, followed hours later by the airline’s first assigned seating departures from San Juan to Orlando and from Manchester, New Hampshire to Chicago Midway.
Southwest marked the moment with gate celebrations and internal recognition events, underscoring the significance of the shift. Company leadership described the launch as the culmination of an 18-month transformation effort designed to give travelers more choice while streamlining the onboard experience.
New Seating Options and Cabin Strategy
Under the new system, Southwest passengers now choose from three seat categories: Extra Legroom, Preferred, and Standard. Extra Legroom seats, located in select rows, are priced at a premium and target travelers willing to pay for additional comfort on longer or business-focused trips. Preferred seats, typically positioned closer to the front of the aircraft, also carry an additional fee, while Standard seats are included with base fares.
This tiered approach brings Southwest closer to the seating models used by other major U.S. airlines and reflects a deliberate push toward higher ancillary revenue. Assigned seating has been available for purchase since mid-2025, with a gradual rollout leading up to full operational use. The airline now charges for seat selection in most cases, marking a clear departure from its historically all-inclusive philosophy.
The seating changes complement other recent updates, including the introduction of a Basic fare option and the end of free checked bags. Together, these moves signal Southwest’s shift toward a more conventional airline structure, designed to appeal to a broader range of travelers while maintaining competitive base fares.
Boarding Changes and Loyalty Impact
Alongside assigned seating, Southwest has replaced its iconic lineup system with a new group-based boarding process. The former A, B, and C boarding columns have been eliminated in favor of eight boarding groups displayed on digital screens at the gate. Passengers now queue in two alternating lanes, with separate areas for pre-boarding and priority customers.
Top-tier Rapid Rewards members, premium fare holders, and Extra Legroom passengers board first, while mid-tier loyalty members and co-branded credit card holders follow in the middle groups. Travelers on Basic and lower-tier fares board last unless they qualify for earlier access through status or seat selection. The revised system is designed to reduce gate congestion and align boarding order more closely with seat assignments.
For Southwest, the changes represent a balancing act between preserving brand loyalty and adapting to market realities. While some longtime customers may miss the flexibility of open seating, the airline is betting that clarity, comfort options, and smoother boarding will resonate with today’s travelers. As assigned seating becomes the new norm, Southwest’s experiment will be closely watched across the industry.