DALLAS— Southwest Airlines (WN), long known for its open seating policy, will launch assigned and premium seating beginning January 27, 2026. The initiative marks a strategic shift as the airline addresses changing customer preferences and competitive financial pressures.
Tickets featuring these seating options will go on sale starting July 29, 2025, with reconfigured aircraft debuting progressively. The rollout will primarily impact flights operating from major hubs like Dallas Love Field (DAL) and other key Southwest-served airports.
Photo: IcelandairSouthwest New Seating Model in 2026
Southwest Airlines (WN) is overhauling its legacy open seating policy by introducing assigned seating and premium seating across its network.
After over 50 years of open seating, this change will officially take effect for flights departing from January 27, 2026. Ticket sales for these new seating options will commence on July 29, 2025.
The reconfiguration of the airline’s Boeing 737-800 and 737 MAX 8 aircraft has already begun. This extensive retrofit will introduce three distinct seat categories:
- Extra Legroom Seats: Located at the front of the cabin and at exit rows, offering 34 inches of pitch.
- Preferred Seats: Situated directly behind the extra legroom section and ahead of exit rows, designed for customers seeking better positioning.
- Standard Seats: Comprising the remainder of the cabin with a reduced seat pitch of 31 inches, down from the previous 32 inches.
The new cabin configurations are intended to balance passenger comfort with monetization opportunities.
Southwest’s premium offering aligns with evolving market trends favoring enhanced onboard experiences, especially for longer domestic flights.
Photo: Southwest AirlinesBenefits for Loyalty Members and Changes in Boarding
Southwest Rapid Rewards A-List members and co-branded credit card holders will gain exclusive seating perks under the updated system.
Furthermore, the airline plans to revamp its traditional boarding process, expanding to eight distinct boarding groups to streamline passenger flow and seat allocation.
Southwest (WN) conducted comprehensive customer research, revealing that 80% of current passengers and 86% of prospective travelers favor assigned seating. Notably, dissatisfaction with open seating has been a top-cited reason for customers switching to competing airlines.
Photo: Cado PhotoStrategic Business Overhaul
This major shift in seating policy is part of a broader modernization strategy at Southwest Airlines. Facing intensified competition and evolving passenger expectations, the carrier is diversifying its revenue streams.
The introduction of assigned and premium seating complements other enhancements such as:
- Faster in-flight Wi-Fi
- In-seat power outlets
- Larger overhead storage bins
Southwest’s CEO, Bob Jordan, described this move as a “transformational change,” reflecting both customer feedback and the necessity to improve financial performance.
The airline, traditionally reliant on its simplicity and cost-effective operations, recognizes the need to adapt to a marketplace increasingly driven by premium services and ancillary revenue.
Photo: Southwest AirlinesBottom Line
Southwest Airlines, once the most profitable U.S. carrier, has seen its financial lead eroded amid changing travel patterns and increased demand for premium experiences.
Competitors have successfully capitalized on these trends through ancillary revenues, prompting Southwest’s strategic pivot.
The introduction of thinner seat designs in early 2024 without increasing overall seat count signaled a preparation for such premium offerings.
Monetizing extra space through assigned and extra legroom seats aligns with industry standards while retaining a degree of the airline’s distinctive service approach.
Though precise pricing details remain undisclosed, Southwest’s move is expected to unlock new revenue channels while broadening its customer appeal.
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