Get All Access for $5/mo

Southwest Airlines Is Switching Up Its Boarding Policy and Assigning Seats for the First Time Ever The airline, known for its unique open seating model, will assign seats for the first time in company history.

By Emily Rella Edited by Melissa Malamut

Key Takeaways

  • Southwest Airlines said Thursday that it is changing its boarding process and assigning seats to passengers.
  • This is the first time in the airline's history that it will assign seats ahead of boarding.
  • CEO Bob Jordan said it is the "right choice" and "right time" for the change.

Opinions expressed by Entrepreneur contributors are their own.

It's the end of an era at Southwest Airlines as the company has announced it is changing its seating process for the first time in more than 50 years.

In an announcement Thursday, the company, founded in 1967, told customers it would be shifting to assigned seating for the first time in its history. The airline has traditionally been characterized by its unique policy of no passenger-assigned seating.

Related: Southwest Airlines Debuts New 'Thin' Seats, No Video Screens

"After listening carefully to customers and conducting extensive research, Southwest decided it will assign seats and offer premium seating options on all flights," the airline said. "The airline has been known for its unique open seating model for more than 50 years, but preferences have evolved with more Customers taking longer flights where a seat assignment is preferred."

Southwest said that, based on testing, an estimated 80% of customers prefer assigned seating, while 86% of potential customers want the same.

The airline said it hopes to attract more customers by adopting the new model but did not specify when the changes would be implemented, only revealing that more details would be announced in September.

"Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the company," Bob Jordan, president, CEO, and vice chairman of the Board at Southwest said in a company statement. "Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice— at the right time—for our Customers, our People, and our Shareholders."

The decision comes after speculation in April when Jordan hinted at potential changes coming to the airline's boarding process following a rough Q1 2024 earnings report.

Related: Southwest Airlines CEO Says the Company May Start Assigning Seats

"We're looking into new initiatives, things like the way we seat and board our aircraft," Jordan told the outlet at the time. "Customer preferences do change over time."

Southwest Airlines was up nearly 6.4% in a 24-hour period upon the news of the new boarding process Thursday morning.

Emily Rella

Senior News Writer

Emily Rella is a Senior News Writer at Entrepreneur.com. Previously, she was an editor at Verizon Media. Her coverage spans features, business, lifestyle, tech, entertainment, and lifestyle. She is a 2015 graduate of Boston College and a Ridgefield, CT native. Find her on Twitter at @EmilyKRella.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Science & Technology

Use This Framework to Successfully Integrate AI Into Your Business Operations

Here's how to ensure both innovation and compliance when using AI in your organization.

Leadership

Why Your AI Strategy Will Fail Without the Right Talent in Place

Using fractional AI experts through specialized platforms allows companies to access top talent cost-effectively, drive innovation and scale agile strategies for growth.

Growing a Business

Why Business Owners Should Streamline Their Operations Now for Success in 2025

As the holiday season and year-end approach, business owners face heightened operational demands, from inventory management to spend control. By streamlining these processes and partnering with flexible suppliers, businesses can maintain efficiency, meet customer needs and focus on growth while navigating this busy period.

Business News

Here's What the CPI Report Means for Your Wallet, According to JPMorgan and EY Experts

Most experts agree that there will be another rate cut next week.

Productivity

6 Habits That Help Successful People Maximize Their Time

There aren't enough hours in the day, but these tips will make them feel slightly more productive.