Southwest Airlines Begins Assigning Seats; Question Arises if It Arrives Too Late?
Southwest Airlines is set to make a significant change in its seating policy, moving from five decades of open seating to assigned seating starting January 27, 2026. This shift allows most customers to select their seats at booking, beginning on July 29, 2025.
The airline aims to provide travelers with more choice and greater control over their travel experience, eliminating the uncertainty of not knowing where they will sit. This decision partly responds to customer feedback showing a preference for assigned seating and Southwest’s desire to align with industry practices.
Seat Categories and Fare Structure
The new system introduces three seat categories—Extra Legroom, Preferred, and Standard—with seat selection privileges linked to the fare type. Basic fare passengers receive assigned seats at check-in, while higher-tier fares can select seats when booking.
Boarding Procedure Change
Boarding will move from the current A/B/C groups with numbered positions to eight boarding groups, eliminating the old first-come, first-served seating and removing EarlyBird Check-In and Upgraded Boarding options. Flying with a group will no longer require playing musical chairs to find seats together, as families can pre-book seats.
Impact on Customer Experience
While assigned seating provides certainty and options like extra legroom, it removes the simplicity and social flexibility of open seating, which some loyal customers have valued. Families traveling together will be seated in the same group, but for basic fares, seating together is not guaranteed. This could cause some dissatisfaction among certain segments of customers.
Operational Goals and Revenue
The change aims to reduce boarding chaos, improve efficiency, and boost ancillary revenues through seat selection upsells, particularly on premium seats. This may appeal to customers who value convenience and premium options but might alienate those who preferred Southwest's traditional model.
Customer Preference and Industry Alignment
According to Southwest, 80% of current customers and 86% of potential customers prefer assigned seating. The airline's current boarding process, known for its chaos, will be replaced by assigned seating. This change is expected to attract more passengers, including those who have stayed away due to the chaotic boarding process. The new assigned seating policy brings Southwest more in line with its competitors in the airline industry.
For hardcore Southwest loyalists who enjoy the unpredictable game of seat strategy, this change could feel like the end of an era. However, the change is expected to reduce stress and provide more certainty, especially for families, business travelers, and anyone who doesn't like boarding chaos. Assigned seats will not be free; passengers will have to pay for them. Southwest Airlines will start selling assigned seats in 2026.
Tips for trip success with the advent of assigned seating on Southwest Airlines include understanding the new seat categories and their related fare types. Technology plays a crucial role in booking seats more efficiently, with travelers able to select their seats at booking, rather than relying on an open seating system. The new system aims to provide a more streamlined boarding process, reduce boarding chaos, and boost ancillary revenues through seat selection upsells.
