Southwest Airlines Ends Open Seating, Faces Backlash from Loyalists

Southwest Airlines has officially transitioned to assigned seating, marking the end of its long-standing open seating policy. The last flight featuring open seating, flight WN1971, departed from Honolulu’s Daniel K Inouye International Airport on January 26, 2026, en route to Los Angeles International Airport. This change aligns Southwest with the majority of other US airlines, which no longer offer open seating.

Under the new system, Southwest has adopted eight numbered boarding groups, replacing its previous three-letter boarding groups. Customers can choose their seats during the booking process, while those with basic economy tickets are not permitted to select their seats and will receive an automatic assignment upon check-in. This shift is expected to significantly enhance Southwest’s ancillary revenue, allowing the airline to charge for seat selections along with other fees.

Impacts of Assigned Seating on Customer Experience

The move to assigned seating has prompted a mixed response from loyal customers. While many appreciate the ability to secure preferred seats, others feel that the changes have diminished the unique experience Southwest once offered. Previously, passengers were sorted into groups A, B, or C based on their check-in time, allowing them the freedom to select any available seat upon boarding. This flexibility has now been replaced by a more traditional system, with assigned seats that could lead to increased frustration among passengers who enjoyed the previous arrangement.

Reports have surfaced of A-List Preferred members being assigned to later boarding groups, contradicting Southwest’s promotional material that marketed earlier boarding as a benefit of their loyalty program. Additionally, anecdotal accounts indicate that some passengers experienced issues, such as being denied the chance to switch seats during a flight that had plenty of empty seats. These frustrations reflect the challenges that come with implementing new policies, especially in an industry where customer satisfaction is paramount.

Financial Motivations Behind the Change

The decision to move away from open seating appears driven by financial considerations. As airlines increasingly rely on ancillary revenue from fees and surcharges, Southwest’s previous model limited its ability to monetize its services effectively. According to analysts, the transition aligns with broader efforts to enhance the airline’s financial performance, particularly following a challenging recovery from the COVID-19 pandemic.

With assigned seating, Southwest can introduce additional charges for extra-legroom seats, a move intended to attract new customers while capitalizing on existing passenger demand. This shift also coincides with the airline’s recent decision to discontinue its long-standing policy of offering two free checked bags. These changes have drawn criticism from loyalists who appreciated Southwest’s unique offerings, raising questions about the airline’s strategy in navigating a highly competitive market.

Southwest Airlines recorded a revenue of $28.10 billion in 2025, but its net income was only $441 million, reflecting a net margin of just 1.6%. In contrast, major competitors like Delta Air Lines and United Airlines posted significantly higher revenues and profits during the same period, illustrating the financial pressures Southwest is facing.

While the backlash from loyal customers is palpable, industry experts suggest that the airline is unlikely to reverse its course on assigned seating. As the airline adjusts to its new operational model, improvements in customer experience are anticipated as staff become more familiar with the updated policies.

The transition to assigned seating marks a significant moment for Southwest Airlines, as it navigates the delicate balance between maintaining customer loyalty and adapting to industry standards. With the competitive landscape evolving, the airline’s future will hinge on its ability to reconcile these changes with the expectations of its long-time passengers.