Southwest Ends Open Seating, Introduces Assigned Seats

Some passengers lament the loss of the airline's signature boarding process.

Published on Feb. 8, 2026

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Southwest Airlines has officially retired its decades-old practice of open seating, introducing assigned seats, a new group boarding process, and premium seat options. The airline says the changes are intended to keep up with evolving customer expectations and increase revenue, but some loyal customers are dismayed by the loss of the airline's unique boarding experience.

Why it matters

Southwest's open-seating policy was a key part of its brand identity and set it apart from other major U.S. carriers. The shift to assigned seating and premium fares represents a significant change in the airline's customer experience and business model, which could impact customer loyalty and perceptions of the brand.

The details

Under the new system, passengers receive assigned seats, and boarding order now depends on fare class, elite status, and whether a traveler holds the airline's credit card. Southwest has also introduced three categories of seats - standard, preferred, and extra legroom - with the most expensive costing hundreds of dollars more than the cheapest fare. The airline has also ended its flexible policy for plus-size passengers, who will now need to purchase two seats ahead of time without a guaranteed refund.

  • On January 31, 2026, Southwest officially retired its open-seating policy.
  • The first two flights with assigned seating landed early on January 31, 2026, at Chicago Midway International Airport and Orlando International Airport.

The players

Southwest Airlines

A major U.S. airline known for its low fares and unique boarding process.

Tony Roach

An executive vice president at Southwest Airlines who was on the flight from San Juan, Puerto Rico.

Bob Jordan

The CEO of Southwest Airlines.

Larry Wolf

A 74-year-old Southwest passenger who has flown with the airline for more than two decades.

Aaron Schottenstein

A 35-year-old Southwest passenger who lives in Phoenix and enjoyed the unpredictability of the open-seating system.

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What they’re saying

“There were a lot of limitations with open seating in terms of what we want to do in the future. You aren't able to offer things inside the cabin which a lot of people want. Things like extra legroom would have been very difficult to do with an open-seating environment.”

— Tony Roach, Executive Vice President, Southwest Airlines (New York Times)

“I liked them really well when they were young and scrappy. In the past, they seemed to have mastered the quick turnaround, they were able to get back on time after delays, they are very agile with swapping planes and all of that. Now, it's just like any other airline.”

— Larry Wolf (New York Times)

“I loved the boarding, getting on in the lines, yapping with everybody while you wait there, talking about how people are trying to get like five spots closer because they might get that much better of a seat.”

— Aaron Schottenstein (New York Times)

“I love it. I hated waiting on line, trying to get there early. I don't like waiting to get to the airport and waiting on line and the anxiety of not knowing if you got seats together.”

— Maureen Hager (New York Times)

“I like the thrill of having to check in, trying to get Group A, first round.”

— Veronica (New York Times)

The takeaway

Southwest's shift to assigned seating and premium fares represents a significant change in the airline's customer experience and business model, which could impact customer loyalty and perceptions of the brand. While some passengers welcome the changes, others lament the loss of the airline's unique boarding process and egalitarian approach.