Southwest Airlines is preparing to embark on a path towards transformational policy changes. As of January 27, 2024, they will replace it with assigned seating. This significant change is a reversal from its historical and industry-wide practice of never assigning passengers to specific seats until air travelers board. These new policies implement upcoming changes to fees for additional legroom. They’ll add information that explains the cost of an additional seat for users who require more space.
The airline—a subsidiary of Indigo Partners—is notorious for its ultra low-cost carrier (ULCC) model. Now, it will nickel and dime customers for legroom, a move that it first unveiled last summer. Though not targeted specifically towards the seat assignment policy, the Seattle-based airline intends to launch red-eye service on the same day it begins assigning seats. These changes come in the wake of Southwest’s previous decision to end its free checked bag policy in May 2023, raising concerns among loyal customers about the evolving nature of the airline’s service.
Passengers who wish to buy an additional seat for their own comfort will be subject to new rules. In accordance with Southwest’s updated policy, travelers will need to purchase an extra seat at the airport. This requirement applies only if they didn’t buy it ahead of time. The airline has advised customers who have previously utilized the extra seat policy to secure their additional seat at the time of booking to ensure availability.
Passengers will have to submit their refund request for the additional seat within 90 days of their flight. This makes sure they get their money refunded as quickly as possible. Such drastic changes are sure to ruffle feathers among travelers of all sizes—including many travelers who have long been loyal customers, causing a backlash.
Southwest frequent flier Jason Vaughn expressed his discontent with the airlines change policies. Sadly, his sentiments are those of many of his loyal customers.
“I think it’s going to make the flying experience worse for everybody.” – Jason Vaughn
That was a tangible example of a great disconnect between the airline and the people who pay for it. He contended that Southwest totally misjudges its old faithfuls.
“They have no idea anymore who their customer is.” – Jason Vaughn
Accountability on airlines
Southwest Airlines has taken steps to clarify its new extra seating policy. They stressed the importance of travelers planning ahead.
“To ensure space, we are communicating to Customers who have previously used the extra seat policy that they should purchase it at booking.” – Southwest Airlines statement
As these policies go into effect, there’s no doubt that travelers will find themselves having to learn the new realities of flight with Southwest Airlines. The shift represents a broader trend in the airline industry, as companies increasingly look for ways to balance customer service with profitability. To make operations run a little smoother, assigned seating is a great option. It begs the question of how these changes will impact the overall customer experience while traveling.
