Southwest Airlines to Implement Assigned Seating by January 2026

Southwest Airlines has officially announced that it will transition to assigned seating starting January 27, 2026, marking the end of its iconic open-seating policy that has been in place for over fifty years. The announcement, made during a press briefing on July 21, 2025, outlines a significant shift in the airline's boarding process and revenue strategy, aiming to enhance customer experience while adapting to competitive market pressures.

The airline's new seating policy will allow passengers to purchase tickets with assigned seats beginning July 29, 2025. This change signifies a strategic overhaul as Southwest seeks to align its business model with industry standards while addressing the rising operational costs and competitive pricing strategies of rival airlines. According to Stephanie Shafer Modi, Managing Director of Fares and Ancillary Products at Southwest Airlines, “We wanted to make sure that, as we designed a boarding construct that sort of paired well with assigned seating, that we were optimizing for efficiency.”

The transition to assigned seating comes alongside other operational changes aimed at increasing revenues. In March 2025, Southwest projected that these initiatives could add approximately $800 million to its earnings before interest and taxes in the current fiscal year, with expectations of $1.7 billion by 2026. These projections are based on internal assessments and market analyses conducted by Southwest’s financial team.

Historically, Southwest Airlines has distinguished itself from its competitors through its unique open-seating policy, which allowed passengers to choose their seats on a first-come, first-served basis. This model, coupled with the allowance of two free checked bags, has set Southwest apart, but as industry dynamics evolve, the airline's leadership believes that adapting to assigned seating is essential for future growth. According to Dr. Laura Mitchell, Chair of the Airline Industry Studies at the University of Southern California, “The competitive landscape in aviation is changing, and airlines must innovate to maintain market share. Southwest’s shift could attract more business travelers who prioritize seat selection.”

The new boarding process will divide passengers into eight groups based on various criteria, including elite status and ticket class. Groups one and two will cater to the highest tier of frequent flyers and premium ticket holders, while groups three through eight will accommodate standard and basic fare ticket holders. This tiered boarding system aims to streamline the boarding process, ensuring that high-value customers receive priority without causing delays in flight schedules.

Despite the advantages of assigned seating, some concerns have been raised regarding the potential loss of the sense of community and spontaneity that characterized Southwest’s open-seating approach. Passengers who prioritize sitting together, particularly families, may need to adapt to the new system that requires advance planning. Shafer Modi acknowledged this shift, stating, “I think that if families want that sense of control, they have the optionality to pick their seats through our existing products that we’re selling.”

In preparation for the new seating arrangements, Southwest Airlines is also reconfiguring its fleet to include extra-legroom seating, with approximately 25% of its aircraft already modified. This move aims to cater to customer preferences for comfort and space, particularly in an era where travelers are increasingly willing to pay for enhanced experiences.

As the airline prepares for this significant operational change, industry experts continue to monitor the situation closely. According to the International Air Transport Association (IATA), airlines globally are adapting to new consumer preferences that prioritize comfort, efficiency, and flexibility, especially following the disruptions caused by the COVID-19 pandemic.

In conclusion, the end of open seating at Southwest Airlines represents a pivotal moment in the airline's history. As the airline embarks on this new journey on January 27, 2026, it remains to be seen how these changes will impact customer satisfaction and the airline's financial performance in an increasingly competitive aviation market.