Southwest Ditches Open Seating for Assigned Seats

The airline's iconic first-come, first-served policy is a thing of the past as it responds to customer demands.

Apr. 10, 2026 at 4:42am

Got story updates? Submit your updates here. ›

A highly stylized, geometric illustration depicting the grand scale and sleek design of an airport terminal, capturing the conceptual shift in air travel as Southwest Airlines moves away from its iconic open seating policy.Southwest Airlines' shift to assigned seating signals a new era of predictability and customization for air travelers.Dallas Today

Southwest Airlines has bid farewell to its long-standing open seating policy, opting instead for assigned seats starting on January 27th, 2026. This significant change aims to provide customers with more control and predictability over their travel experience, though it marks a departure from the airline's quirky reputation. The transition has been relatively smooth, with passengers expressing both nostalgia for the old system and support for the new approach.

Why it matters

Southwest's move to assigned seating is part of a broader effort to align its business model with industry standards and meet evolving customer preferences. While some loyal flyers may miss the open seating, the airline believes the change will make it more competitive and ensure its long-term viability.

The details

On January 27th, 2026, Southwest Airlines officially ended its iconic first-come, first-served seating policy, instead implementing an assigned seat system. This shift is a direct response to customer feedback, as travelers have expressed a desire for more control over their seating arrangements, including the option to pay for extra legroom. Southwest's executives believe the new approach will provide a more predictable boarding experience and unlock new opportunities for customers.

  • On January 27th, 2026, Southwest Airlines implemented its new assigned seating policy.
  • In October 2025, Southwest announced it would offer free Wi-Fi for all Rapid Rewards members.

The players

Southwest Airlines

A major U.S. airline known for its quirky, customer-friendly policies, including its previous open seating policy.

Tony Roach

Executive Vice President of Customer and Brand at Southwest Airlines, who emphasized that the assigned seating change is in response to customer demands for more choice and control.

Bryan Lorenzo

A 28-year-old frequent flyer based in Dallas who expressed support for Southwest's assigned seating policy, noting that it will make the airline more competitive while preserving some of its unique boarding procedures.

Got photos? Submit your photos here. ›

What they’re saying

“Our customers want more choice and greater control. Assigned seating removes the uncertainty of not knowing where they will sit, and we're excited to offer these enhancements alongside our legendary customer service.”

— Tony Roach, Executive Vice President of Customer and Brand, Southwest Airlines

“I'm happy to see them doing more for different customers. And I appreciate that they're implementing assigned seating in their own unique way, keeping the pre-boarding lineup procedure which seems to streamline the boarding process.”

— Bryan Lorenzo, Frequent Flyer

What’s next

Southwest Airlines has also announced changes to its policy for plus-size passengers, who are now required to purchase an additional seat if they do not fit between the armrests of a standard seat. The airline has outlined specific conditions for plus-size passengers to be eligible for a refund.

The takeaway

Southwest's transition to assigned seating marks a significant shift in the airline's business model, as it aims to meet evolving customer preferences and remain competitive in the industry. While some passengers may miss the quirks of the open seating policy, the change is expected to provide a more predictable and customizable travel experience.