Southwest Airlines is changing its business model for the first time in 50 years by offering allocated seating to passengers. Previously, the airline had operated a seating policy where customers chose their seats upon boarding, but discussions about switching to assigned seats had been in the pipeline for some time with no definite date. Now, this is confirmed to come in from 27 January 2026, and the carrier released a comedic video to spread the news.
“Our Customers want more choice and greater control over their travel experience,” said Tony Roach, Executive Vice President Customer & Brand, at Southwest Airlines. “Assigned seating unlocks new opportunities for our Customers—including the ability to select Extra Legroom seats—and removes the uncertainty of not knowing where they will sit in the cabin. This is an important step in our evolution, and we’re excited to pair these enhancements with our legendary Customer Service.”
Customers will have access to different fare bundles, some of which have the option to select a seat during booking, including Extra Legroom, Preferred, and Standard seats, while seat upgrades will also become available.
This will require the airline to completely revamp its boarding process to operate with groups like the majority of carriers, and provide ancillary revenue potential with Priority Boarding as a purchase option.
Southwest Airlines has made other significant changes to its business model recently, such as the announcement that its signature “bags fly free” policy would be ending in May 2025.
Photo: Southwest Airlines
