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Southwest Airlines ends open seating with new assigned seat model

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Southwest Airlines ends open seating with new assigned seat model
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Becca Alkema Operations Manager and Contributing Writer | Runway Girl Network

Southwest Airlines is set to abandon its long-standing open seating model, transitioning instead to assigned seating and introducing extra-legroom "premium seating" options. This decision comes after extensive deliberation and customer research indicating a strong preference for assigned seats.

“The research is clear and indicates that 80% of Southwest customers, and 86% of potential customers, prefer an assigned seat. When a customer elects to stop flying with Southwest and chooses a competitor, open seating is cited as the number one reason for the change,” stated the airline, which has operated under an open seating model for over five decades.

In addition to assigned seating, Southwest plans to offer a sizable extra-legroom economy section across its fleet. Although specific cabin layout details are still being finalized pending approval from the US Federal Aviation Administration (FAA), the airline expects roughly one-third of its seats will feature extended legroom comparable to industry standards on narrowbody aircraft. Bookings for these new cabins are anticipated to begin next year.

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Southwest Airlines also announced it will introduce redeye flights as part of a broader transformation into a 24-hour operation. These changes come amid efforts to improve financial performance following a significant first-quarter net loss of $231 million reported in April.

“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the company,” said Bob Jordan, president, CEO, and board vice chairman. “Although our unique open seating model has been a part of Southwest Airlines since our inception, 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.”

The initial redeye flights are scheduled to commence on Valentine's Day 2025 across five nonstop markets: Las Vegas to Baltimore and Orlando; Los Angeles to Baltimore and Nashville; and Phoenix to Baltimore. Additional redeyes will be introduced over time.

Ryan Green has been appointed executive vice president commercial transformation to oversee these new initiatives. Previously serving as executive vice president and chief commercial officer, Green has already led several cabin transformation projects including the introduction of new Recaro slimline seats with device holders.

Further details regarding product designs, cabin layouts, timing, and financial implications will be shared at Southwest's Investor Day in late September.

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