July 25 – For the first time since its founding over 50 years ago, Southwest Airlines will move from an open boarding system to assigned seating.
It was part of numerous new initiatives the airline announced on Thursday to “enhance the customer experience, enhance financial performance and increase shareholder value,” according to a company press release.
Southwest was the only major airline in the country to still offer free seats. In addition to a new boarding system, Southwest will offer overnight flights in early 2025 with tickets for passengers already on sale.
The announcement came after Southwest reported a second-quarter profit decline of $367 million, or 46%, from 2023.
This is not the first time Southwest has offered free seating. In 2006, the airline tested 200 flights from San Diego and San Antonio. The results of this test showed that boarding times increased by one to five minutes. Former Southwest Airlines CEO Gary Kelly said at the time that it was clear that customers preferred the free seating method.
However, according to a recent study by Southwest, 80% of customers and 86% of potential customers prefer assigned seats. Customers who no longer fly with Southwest cited available seats as the main reason.
“Moving to fixed seating and offering more legroom options will be a profound change that impacts nearly every aspect of the company,” said Bob Jordan, Southwest president, CEO and vice chairman. “Although our unique open seating model has been part of Southwest Airlines since our founding, our careful and extensive research makes it clear that this is the right decision – at the right time – for our customers, our employees and our shareholders.”
Reactions online to the boarding change were mixed, with some travelers saying the move to assigned seating was long overdue. Many claimed the free-for-all approach to seat allocation led to stress, increased tension on the plane, and the need to get to the airport even earlier to get early bird check-in, which could increase the chances of getting a seat in Row A.
Others said the open seating method was cost-effective and allowed for better seats without paying extra.
What impact does this have on the people of New Mexico?
According to the Albuquerque International Sunport website, Southwest accounted for 51% of flights in 2019, making it the largest airline in the city.
Many travelers at the Sunport said they chose Southwest because of its prices and ease of travel, including Michael Reed, who said his daughter booked his flight with Southwest. Although Southwest has not disclosed whether prices will change along with seats, it previously said that open seats lead to faster boarding times, which means cheaper tickets for passengers.
“For flights to California, I usually take Southwest because they are much cheaper,” Reed said. “In general, I look at Southwest’s flight options first before deciding on other airlines.”
Dominic Dominguez agreed, saying that Southwest’s flight options are better.
“Southwest always offers the cheapest flight options and it’s really easy to fly with them, especially if you want to book a nonstop flight,” he said.
Traveler Steve Gish said he continues to book primarily with Southwest, although he has become somewhat wary of the airline due to recent “breakdowns.” In 2023, the airline received a civil penalty for a winter 2022 fiasco that caused more than 2 million passengers to miss flights and change their travel plans.
“We booked these tickets a long time ago, but I know they’ve had some issues with the flights recently,” Gish said. “I’m from San Diego, so Southwest’s drop-off locations are really useful. I’m curious to see how the new seating arrangement will affect their flights.”
