Southwest Airlines to Introduce Assigned Seating from 2026
After more than 50 years, Southwest Airlines is dropping its iconic open seating policy, introducing seat selection to create new revenue streams and modernize its model.
In a move that redefines its historic business model, Southwest Airlines has announced it will introduce an assigned seating system, ending its long-standing open seating policy that has characterized the airline for over five decades. Starting July 29, 2025, customers will be able to select their seat at the time of booking for flights operating from January 27, 2026.
The measure represents one of the most profound transformations in the history of the Dallas-based airline, which for years defended its unassigned group boarding system as a formula for optimizing turnaround times. However, the company now aligns with the rest of the industry in pursuit of new ancillary revenue streams and to meet market demands.
This strategic shift comes at a time of intense pressure for the airline. Elliott Investment Management acquired a stake of nearly $2 billion and urged management to conduct a comprehensive review of its business strategy to improve financial performance that had lagged behind its competitors.
Tony Roach, Executive Vice President of Customer & Brand at Southwest Airlines, stated the decision is customer-focused, remarking that, “our Customers want more choice and greater control over their travel experience.” He added that, “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.”
What You Need to Know About Southwest's New System
When does it start? Booking with assigned seats begins on July 29, 2025, for flights from January 27, 2026.
What seats are available? Three types will be offered: Extra Legroom, Preferred (premium location), and Standard.
Will it be free? Selection will depend on new fare bundles. Customers can also pay to upgrade their seats.
What about loyalty members? A-List and A-List Preferred customers, as well as certain Rapid Rewards credit cardholders, will be able to select their seats at no extra cost, even on the most basic fares.
A Reimagined Boarding Process
Along with seat assignments, the airline will restructure its boarding process. The new group-based system will prioritize customers based on their seat location and loyalty status.
Passengers in Extra Legroom seats will board in Groups 1 and 2. Premium fares and top-tier loyalty members will also have priority. The option to purchase Priority Boarding will remain available 24 hours prior to departure for those who wish to be among the first to board.
To communicate this change, Southwest has launched a new advertising campaign titled “Are You Sitting Down?” using its signature humor to build excitement.
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