Southwest abandons open seating, pivots to assigned seats as revenue push accelerates

Southwest Airlines ended its decades-old practice of open boarding and implemented assigned seats across its network, marking a major operational and cultural shift for the carrier. The change is framed by management as a response to customer demand for certainty in seating and as a revenue initiative to narrow profit gaps with competitors. Early reactions from passengers ranged from relief at reduced boarding stress to disappointment from loyal flyers who valued Southwest’s old approach. Flight attendants reported operational ease once roaming and seat scrambling ceased, while marketing gestures at some airports acknowledged the final open-seating flights. The policy rollout included staff training and new gate signage to guide passengers through an eight-group boarding sequence tied to seat assignments. Executives and external analysts say the move will make Southwest more competitive for frequent flyers who prioritize predictable seat selection. Investor sentiment has already shifted; the airline’s shares outperformed peers over the prior year amid expectations of better margins. Management projects meaningful incremental earnings from its suite of changes, including assigned seats and extra-legroom inventory at the front of the cabin. Analysts on Wall Street are expecting a sharp earnings rebound in the current reporting period, and company forecasts attribute a material portion of near-term profit improvement to the new seating and ancillary offerings. The decision follows pressure from activist shareholders to adopt common industry practices such as ancillary fees and premium products. While the company anticipates a boost in profitability, some customers said they may consider other carriers rather than pay additional charges, signaling a potential retention risk. Operationally, the shift reduces the chaotic gate and aisle dynamics that had characterized Southwest boarding, but it also introduces a new set of customer interactions around fees, status benefits, and seat allocation. For regulators and legislators monitoring airline ancillary fees, Southwest’s move aligns it with a broader industry trend toward monetizing seat selection and checked baggage. The coming quarters will test whether revenue gains from these policies outweigh any erosion of brand loyalty among price-conscious travelers.