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Southwest Airlines introduces assigned seating amid global expansion efforts

Research
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Ellie Nan Storck Managing editor | The Points Guy

Southwest Airlines is preparing to introduce assigned and extra-legroom seats next year, marking a significant change in its seating arrangements. Despite this shift, the airline will maintain its unique boarding process where passengers receive individual boarding numbers at check-in and line up single-file at the gate. Ryan Green, the Southwest executive overseeing these changes, explained that while customers appreciate the orderly boarding process, they dislike the uncertainty of seat selection. The new system aims to address both concerns.

Currently, Southwest's boarding involves lettered groups and numerical positions within those groups. This setup contrasts with traditional group boarding used by other airlines and helps prevent crowding at gates. Andrew Watterson, Southwest's chief operating officer, highlighted that their orderly process receives positive feedback from customers.

The airline's open-seating policy will be phased out next year, necessitating adjustments to products like EarlyBird check-in and Upgraded Boarding. Green confirmed that A-List elite status members and travelers with higher-priced tickets or extra-legroom seats will receive better boarding positions.

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A notable change is the elimination of the need for 24-hour check-in alarms to secure earlier spots. Additionally, Southwest plans further modifications to its Rapid Rewards loyalty program to align with cabin changes. A-List Preferred elite members will have free access to extra-legroom seats at booking.

Southwest is also exploring updates to its cobranded credit cards to reflect these changes. Green mentioned that current benefits related to EarlyBird and Upgraded Boarding would transition to seating benefits.

Regarding airport lounges, Watterson noted that while customer feedback is regularly gathered on various topics, there are no immediate plans for lounges despite ongoing discussions.

In terms of international expansion, Southwest is set to launch a partnership with Icelandair soon. This collaboration will eventually allow Rapid Rewards members to book Icelandair flights through Southwest's channels and earn points on flights to Reykjavik and Europe. Discussions are underway with additional international partners as part of an effort to expand global connectivity for loyal customers.

Watterson emphasized that these developments aim to enhance the loyalty program while addressing investor pressures following recent profit challenges.

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