Southwest Ends Open Seating, Unlocks New Revenue Strategy

Southwest Airlines has officially discontinued its open seating model, which defined its brand for over 50 years. The long-standing system allowed passengers to board the plane and pick any available seat.

That approach has now been replaced by assigned seating on every Southwest flight.

This transition followed an 18-month transformation program that required aircraft modifications and updates to fare structures, as well as the integration of seat assignments into the booking process.

New seat categories and redesigned boarding process

Southwest has introduced three seating categories: Standard seats, Preferred seats at the front of the cabin, and Extra Legroom seats that offer additional space.

The boarding procedure has also been redesigned. Southwest has introduced eight boarding groups, using two lanes with digital displays and dedicated pre-boarding and priority passenger zones to better organize the process. Boarding order is determined by loyalty status, fare type, and seat perks, with top-tier members boarding first, followed by mid-tier customers and co-branded cardholders, and Basic fare passengers boarding last.

Shift toward higher ancillary revenue

Charging for preferred seat locations and extra legroom allows the airline to capture value from passengers willing to pay for more comfort or convenience. Previously, Southwest’s simple fare structure limited its ability to monetize seat location.

This strategy aligns with wider industry trends, where airlines depend on ancillary services to drive revenue.

Premium ambitions signal broader product evolution

Southwest recently confirmed that it is evaluating the potential launch of a first-class-style cabin.

This direction suggests the airline aims to attract more higher-paying travelers. As premium travel has become one of the most reliable profit drivers in the airline sector, Southwest appears to be repositioning itself to compete more directly in that space while still maintaining elements of its low-cost heritage.

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