Southwest Airlines introduces assigned seating amid mixed customer reactions

Southwest CEO Bob Jordan commented on the transition: “I don’t worry about customer defection. I don’t worry about the execution of the initiatives. I don’t worry about the consumer not understanding them. Because they’re industry-standard, and I believe that our customers will welcome the change."

In addition to assigned seating, Southwest will introduce premium seating options in its cabins. These include Standard seats with 31 inches of pitch located at the back of the cabin, Preferred seats offering earlier boarding and deplaning, and Extra Legroom seats providing up to five additional inches of pitch.

Passengers can begin booking these new fare bundles next quarter for travel starting in 2026. Until then, Southwest will continue with its open seating policy.

The move towards premium and assigned seating is part of Southwest's strategy to attract more business and premium travelers. However, other changes such as alterations to fare types, loyalty programs, and baggage policies have been met with criticism from regular customers.

Delta Air Lines president Glen Hauenstein remarked on potential opportunities arising from these changes: “I think, clearly, there are some customers who chose Southwest who are now up for grabs.” Meanwhile, United Airlines CEO Scott Kirby compared Southwest's baggage policy change to “the slaying of a sacred cow.”