Southwest Airlines is ending its policy which allows customers open seating on flights.
The airline has been unique in the industry for its open seating policy, which has been in place for the 50-year existence of the company.
Southwest’s unofficial motto used to be: “You can sit anywhere you want — just like at church.” But now, due to changing customer preferences, the company will move to a more traditional assigned seating plan with premium seating available for an upcharge.
The announcement on Thursday noted how “the research is clear and indicates that 80% of Southwest Customers, and 86% of potential Customers, prefer an assigned seat.”
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company,” said Bob Jordan, President, CEO, & Vice Chairman of the Board.
“Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice—at the right time—for our Customers, our People, and our Shareholders. We are excited to incorporate Customer and Employee feedback to design a unique experience that only Southwest can deliver.”
He added, “We have been building purposefully to this change as part of a comprehensive upgrade to the Southwest experience as we focus on Customer expectations – and it will unlock new sources of revenue consistent with our laser focus on delivering improved financial performance.”
In addition to changing the seat assignment procedures, Southwest Airlines announced that it will add redeye flights to its schedule. The first overnight flights will become available in select markets beginning in February 2025.
The change comes as Southwest’s revenue is down and the company battles safety concerns over its Boeing planes. “We are taking urgent and deliberate steps to mitigate near-term revenue challenges and implement longer-term transformational initiatives that are designed to drive meaningful top and bottom-line growth,” Jordan said of the change.
In April, a Southwest Boeing plane going from Denver to Houston was forced to make an emergency landing after the cover ripped off one of the plane’s engines and struck the wing flap.
