After nearly half a century of its signature open seating policy, Southwest Airlines has officially transitioned to assigned seats and a standardized boarding procedure. The shift, which took effect Tuesday, marks a major change for the Dallas-based carrier and its loyal customer base.
The End of an Era
For decades, Southwest was known for its first-come, first-served boarding process, where passengers lined up at numbered posts to secure their preferred seats. This system is now replaced with assigned seating, bringing Southwest in line with nearly all other major U.S. airlines. Passengers will now be called up to board in numbered groups, similar to standard airline practice.
The change is part of a broader transformation at Southwest, which has included the introduction of checked baggage fees and adjustments to its Rapid Rewards credit card offerings. Last year also saw the discontinuation of its “Wanna Get Away” fare, and the introduction of extra-legroom seating options.
New Fare Structure and Seating Fees
Under the new system, seat selection depends on the fare purchased:
- Basic fares (formerly “Wanna Get Away”) do not include free seat selection; passengers must pay extra to choose their seats.
- Rapid Rewards A-List and A-List Preferred members, as well as those with a cobranded Southwest credit card, are eligible for complimentary seat selection. A-List Preferred members can select extra-legroom seats at booking, while A-List members can upgrade within 48 hours of departure.
- Extra-legroom seats are now available on all flights.
Streamlined Boarding Groups
The airline has also eliminated its unique gate-based boarding line. Southwest now utilizes eight boarding groups, with A-List Preferred members and those in extra-legroom seats boarding first (no later than Group 2). A-List members and credit card holders board in Group 5, while passengers with Basic fares board last.
A Shift Driven by Customer Demand?
Southwest executives claim that a majority of customers were ready for assigned seating, despite the airline’s long-standing identity being tied to open boarding. The move effectively eliminates the need for passengers to check in exactly 24 hours before departure to secure an early boarding spot.
Further Changes on the Horizon
Beyond seating and boarding, Southwest has expanded its partnerships with international carriers, allowing Rapid Rewards members to redeem points on select international flights. The airline has also implemented dynamic award pricing and made Wi-Fi free for all loyalty members.
Looking ahead, Southwest is considering further changes, including airport lounges (potentially in Hawaii) and even the possibility of first-class seating and long-haul international flights—transformations once considered unthinkable for the budget carrier.
The changes are significant, signaling a new chapter for Southwest Airlines as it adapts to evolving customer expectations and industry standards. The airline is now positioned more competitively with legacy carriers, while still retaining some of its signature perks for loyal customers.
