Southwest Airlines introduces assigned seating amid mixed customer reactions

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Southwest Airlines introduces assigned seating amid mixed customer reactions

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Robert E Jordan CEO of Southwest Airlines | Southwest Airlines

By Sky Industry News

Jun 25, 2025

Southwest Airlines is set to implement assigned seating, marking a significant shift from its long-standing open seating policy. Starting in the third quarter of this year, passengers can book flights with assigned seats for travel beginning in the first quarter of 2026. The decision has sparked mixed reactions among Southwest's customer base.

To promote this change, Southwest has launched an advertising campaign titled "Are You Sitting Down?" The campaign features commercials described by Marketing Dive as "cheeky ads to show it's no big deal," highlighting exaggerated reactions to the announcement of assigned seating. These ads are being aired across various platforms including TV and social media throughout the summer.

The campaign was created by GSD&M, part of the Omnicom group and Southwest’s longtime creative agency. It aims to emphasize that assigned seating is a standard practice in the aviation industry and not something passengers should be overly concerned about.

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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.”