Southwest will soon roll out assigned seating as part of a broader transformation strategy, the airline said at an Investor Day event on Thursday. During its over 50-year history, the Dallas-based carrier has maintained an open seating policy on its flights.
Earlier this year, the airline announced that it would pivot to an assigned seating model following strong customer feedback. Southwest says 80% of its customers and 86% of passengers who fly other airlines want assigned seats.
According to research conducted by the airline, the majority of its lost customers say they find the airline’s boarding process and lack of assigned seating less desirable.
The airline expects to start selling assigned seats during the second half of 2025. In early 2026, Southwest is slated to begin operating some flights with the model.
“We’ve spent the past few years laying a foundation that serves as the base of our transformation,” said Ryan Green, Southwest’s transformation head, in a news release. “We’ve already started rolling out modernized cabins with improved WiFi, in-seat power, larger overhead bins, enhanced operational efficiencies, and optimized flight schedules. We will continue to build upon our unique competitive advantages, while adapting to consumer priorities in today’s dynamic environment.”
Rollout Plan Underway
During its Thursday presentation, Southwest said work is already underway to debut the new seating model. The airline is currently looking to the FAA for approval on new onboard seating configurations.
In addition, the airline is updating over 60 technology applications to reflect assigned seats. Later, the carrier will begin training its employees to sell and operate under the refreshed model.
Premium Seating
Southwest will also debut premium seating options. While maintaining its standard three-by-three seating configuration, the airline will add extra-legroom seats with up to 5 additional inches of pitch.
The carrier says this new product will encompass roughly a third of its seats. On its 737 MAX 8 and 737-800 aircraft, Southwest will offer 68 extra-legroom seats.
The yet-to-be-delivered 737 MAX 7s will have 48 extra-legroom seats while the 737-700s are set to feature 40.
With the change, the airline will reduce standard seating legroom by approximately 1 inch. Its 737-700s will see the biggest overall reduction with six fewer seats overall.
