Southwest Airlines, a Dallas-based airline known for its long-standing open seating policy, recently announced that it will be assigning seats to passengers. This shift in policy comes in response to customer preferences and the desire to increase revenue opportunities. According to a study conducted by the airline, 80% of current customers and 86% of potential customers prefer assigned seating.
The decision to implement assigned seating is based on customer feedback and the company’s research. Southwest Airlines found that when customers choose to stop flying with them, open seating is often cited as the primary reason for the change. By aligning with customer expectations and offering assigned seating, Southwest aims to retain existing customers and attract new ones.
In addition to assigned seating, Southwest Airlines will also be introducing premium, extended legroom seating options. The airline’s research showed that customers strongly prefer having the option for more legroom on flights. While the specific seating and cabin layouts are still being designed, Southwest anticipates that approximately one-third of seats across its fleet will offer more legroom, bringing them in line with industry peers.
The changes to seating and cabin layouts are expected to be implemented by 2025. Southwest Airlines sees this shift as a transformational change that will impact various aspects of the company. Southwest’s CEO, Bob Jordan, stated that although the open seating model has been a part of the airline since its inception, extensive research has led them to believe that assigned seating is the right choice at the right time for their customers, employees, and shareholders.
In addition to changes in seating, Southwest Airlines plans to launch “redeye flights” to optimize their network and increase aircraft utilization. These overnight flights will begin operations in February of next year, initially in select cities. Southwest intends to expand its services as part of its transformation into a 24-hour operation. The first overnight flights will be available in five nonstop markets: Las Vegas to Baltimore and Orlando, Los Angeles to Baltimore and Nashville, and Phoenix to Baltimore.
More details about these changes and the airline’s overall transformation will be revealed during an investor day in September. Southwest Airlines is committed to meeting customer expectations, enhancing the flying experience, and driving growth through these strategic initiatives.
