Southwest Airlines, the Dallas-based airline known for its unusual open seating arrangement, will soon introduce assigned seating. Removal of Locational Appeal Effect This change will go into effect on July 29, 2025. This seat selection advancement will help provide passengers with a mid-century passenger experience for the first time in more than 50 years. These are retroactive purposes only, the assigned seating provision is effective for flights starting on January 27, 2026 and later.
The airline’s new seating policy rollout is clearly an attempt to improve customer experience. These days, passengers have to select between extra legroom seats, preferred seats, and standard seats. Southwest Airlines is making this move to enhance customer experience. They feel pressure to keep up with the breakneck pace of innovation in the sensitive to competition airline industry.
New Comfort and Extra Legroom Options
Finally, Southwest Airlines just announced a new trial project to assign seats. Through these Comfort+ offerings, they aim to improve passenger comfort on longer flights. This upcoming inclusion of extra legroom seats means more options for travelers looking for a little more room to spread out.
The customized seating means customers can pick and choose the type of seat to suit their mood, with a wide range of options. This flexibility is a big change from Southwest Airlines’ traditional open seating model that has long been the hallmark of the airline.
“Optimized for assigned seating and will prioritize Customers into groups based on seat location, beginning with Extra Legroom seats in boarding Groups 1-2.” – Southwest Airlines
Group-Based Boarding Process
Southwest Airlines will begin adopting a new group-based boarding process on January 27, 2026. This will complement the flexible assigned seating options that we hope to utilize. This new boarding system is designed to speed up the boarding experience while still maintaining an efficient and orderly manner for passengers to be seated.
That’s because the airline’s top brass has claimed this new boarding process—in the jargon of the travel industry—will make it more enjoyable to travel. It reduces the mix of travel groups and enhances boarding time efficiency by reducing the congestion at the aircraft entrance. This results in an easier journey through to your flight’s departure.
A Strategic Move for Competitiveness
Similarly, Southwest Airlines’ recent decision to start adding assigned seating shows its determination to change with the times and stay ahead of what travelers want. The CEO of the airline alluded to the need to re-assess open seating in their first day’s strategic planning retreat.
By making these moves, Southwest Airlines intends to improve its profitability and position itself to reach a wider audience. The airline recognizes that offering assigned seating can make it more competitive against other carriers that have long adopted similar policies.
