Southwest Airlines Debuts Historic Change: Assigned Seating
Southwest Airlines is ushering in a new era with a historic modification to its business model. For the first time in its 54-year history, the airline is introducing assigned seating. Starting from July 29, 2025, customers will be able to choose their seats at the time of booking for flights commencing on January 27, 2026.
“Our Customers want more choice and greater control over their travel experience,” said Tony Roach, Executive Vice President Customer & Brand at Southwest Airlines. “This significant shift from our traditional open seating policy marks a new chapter in our unique service approach.”
The decision to implement assigned seating comes as Southwest continues to adapt its customer experience offerings. This is in response to both passenger preferences and competitive pressures within the domestic U.S. market.
The airline has been experimenting with various service enhancements. This is part of a broader strategy to modernize operations while preserving its position as a low-cost leader.
Source: World Airline News