Southwest Airlines is making some sweeping changes never seen before at the home base airline in its 53-year history.
The Dallas-based airline ended its 53-year tradition of free seat selection last month, among other changes such as introducing premium in-cabin options and launching overnight flights. Southwest says 80% of customers prefer an assigned seat and 86% of prospective customers prefer an assigned seat. Southwest had been discussing the changes for months, but in June activist investor Elliott Investment Management disclosed an 11% stake in the airline and made demands on the company.
Despite the ongoing internal battle, many customers are left with questions about what to expect. Some are in favor of the change. Others wish Southwest had stuck to its open seating policy.
Here’s what some Southwest customers have to say.
Kim Samuels of Dallas said she has a strategy: She sets her alarm for 24 hours and two minutes before her flight and then stares at her phone until it’s time to check in to secure the best seat when boarding. The end of open seat selection is not a problem for her, she said.
“I think if they started charging for bags, I’d be more likely to consider American,” Samuels said. “I live closer to Love, but DFW isn’t as bad.”
Rebekah Hughes, 44, of Seabrook, and her husband are frequent flyers with Southwest. If things continue to change and their loyalty points no longer provide the same benefits, they have already discussed alternative travel options, she said.
“We’re actually thinking about buying an RV and a truck and going on the road. We don’t necessarily have to change airlines, but it’s a possibility,” said Hughes, who accompanies her husband on business trips using Southwest’s companion card.
Greg Kelminson, 40, of Richardson, has flown extensively with Southwest over the past 15 years.
“My concern is that this may be the first domino to fall and cause them to lose part of their identity and what helps keep their customer base loyal,” Kelminson said.
Other Southwest frequent flyers, like 59-year-old Eric Kurland, who lives near Sacramento, California, worry that his favorite airline could soon become a streaming hit.
“(There are documentaries like) ‘The Rise and Fall of XYZ Company, watch it on Netflix,'” he said. “I hope Southwest doesn’t fall for it.”
Jenai Bacon, 40, of Texas and a mother of three, said she has many fond memories with the airline, including when a Southwest gate agent allowed her daughter to sing “Happy Birthday” to her over the PA system at Midland International Airport and when pilots allowed their children into the cockpit.
“They really care about their passengers and I can tell that everyone at Southwest really enjoys their job because I fly with different airlines and Southwest is at the top,” Bacon said.
