Southwest Airlines Ends Open Seating After 54 Years
- OVER THE PACIFIC OCEAN - The 112 passengers on this Southwest Airlines red-eye from Honolulu to Los Angeles were the last in the airline's more than 54-year history...
- Before dawn on Tuesday, Southwest ended its quirky (or anxiety-inducing, depending on the traveler) open-seating policy in favor of assigned seats for all customers as the carrier that...
- The change means that all Southwest passengers will know exactly where they will be sitting before they board, and some of them will pay more than $70 per...
OVER THE PACIFIC OCEAN – The 112 passengers on this Southwest Airlines red-eye from Honolulu to Los Angeles were the last in the airline’s more than 54-year history to scramble for a seat on board.
Before dawn on Tuesday, Southwest ended its quirky (or anxiety-inducing, depending on the traveler) open-seating policy in favor of assigned seats for all customers as the carrier that prided itself on marching to its own drum becomes more like its rivals,under pressure to increase revenue.
The change means that all Southwest passengers will know exactly where they will be sitting before they board, and some of them will pay more than $70 per leg to have a new, roomy spot up front. Prices vary.
CNBC flew on the last open-seating flight and hopped on one of the first wiht seat assignments to talk to passengers and crew about how they felt about the change. Their feelings were mixed.
“It’s overdue, honestly,” said Lisa Tate, 33, a teacher from Honolulu, who was traveling to Atlanta via Las Vegas on Monday. “I like the reassurance that I can sit with my loved ones. It makes the situation less stressful.”
Vicki Economou, a 68-year-old based in Houston, who is in the process of retiring from running a family restaurant, felt otherwise. “Now they’re like everybody else, and nothing is setting them apart,” she said.
Economou said she might consider flying other airlines after years of Southwest loyalty because she doesn’t want to pay for seats.
“I’m not real happy about it,” she said.”I think that there are people that are getting money hungry.”
‘If you can’t beat them, join them’
Several Southwest flight attendants in Los Angeles said they were relieved about the change. One told CNBC that she is so happy she wants to cry because having customers roam up and down the aisle looking for a seat was stressful for crew members.
Other airline employees greeted th
Southwest Airlines Ditches First-Come, First-Served Seating
Southwest Airlines will assign seats to passengers starting February 26, 2026, ending its decades-long first-come, first-served boarding policy. The change, announced January 25, 2026, aims to attract more frequent flyers and boost revenue, according to the airline.
How the New System Works
The new boarding process will categorize passengers into groups, and within those groups, passengers will be assigned a specific seat. Customers who purchase certain fare types – specifically, the new “Plus” fare – or hold A-List Elite status will receive priority access to better seats. Those with Southwest Rapid Rewards Credit Cards will also receive priority boarding. Passengers can view seat maps 24 hours before departure and select their seats accordingly.
“What it shows is that Southwest has basically said if you can’t beat them, join them, and I actually think this is going to be a positive move for Southwest,” said Henry Harteveldt, founder of the Atmosphere Research Group travel consulting firm. “This is a positive move for both what travelers want and for Southwest’s revenue and profitability. One reason why Southwest has struggled to attract more frequent travelers and poach customers from other airlines is its lack of assigned seating.”
Financial Impact and Future Plans
Investors reacted positively to the news. Southwest Airlines projected earnings to more than quadruple in 2026, reaching at least $4 per share, exceeding analyst expectations. This proclamation led to a nearly 20% surge in the company’s stock price on January 28, 2026 – the largest single-day percentage gain since 1978. The stock had already increased by over 53% in the preceding 12 months.
Southwest CFO Tom Doxey indicated that further initiatives are planned, though details were not disclosed. CEO Bob Jordan told CNBC in December 2025 that the airline is exploring the possibility of adding airport lounges.