THE CHOICE IS YOURS! SEATISFACTION™ IS COMING TO SOUTHWEST AIRLINES

Rhea-AI Summary

Southwest Airlines (NYSE:LUV) is introducing a major operational change with SeatisFaction™, their new assigned seating system launching January 27, 2026. Starting July 29, 2025, customers can begin selecting seats at booking time for flights from January 2026 onward.

The new system offers three seat categories: Extra Legroom, Preferred, and Standard. Special privileges are extended to Rapid Rewards® Credit Cardmembers and A-List members, who can select seats at booking or within 48 hours of departure, even with Basic fares. The airline is also implementing a new group-based boarding process, with Groups 1-2 reserved for Extra Legroom seats.

Positive

• Introduction of seat selection capability for all customers
• New Extra Legroom seating option adds premium revenue stream
• Enhanced benefits for loyalty program members and credit cardholders
• More organized boarding process with group-based system

Negative

• Departure from Southwest's signature open seating policy may affect operational efficiency
• Potential increase in boarding time with new group-based system
• Risk of customer confusion during transition period

Insights

Airline Industry Analyst

Southwest's seating policy overhaul creates new revenue streams while addressing customer desires for seat certainty and premium options.

Southwest Airlines' move to assigned seating represents a seismic shift in the carrier's operational model after decades of open seating. This transformation introduces three distinct seat categories (Extra Legroom, Preferred, and Standard) and creates multiple new revenue opportunities through seat selection fees and upgrades.

The timing is strategic - announcing in July 2025 for implementation in January 2026 gives the airline adequate runway for operational adjustments, staff training, and technology implementation. This methodical approach should minimize disruption risks that typically accompany major operational changes.

From a revenue perspective, this creates three distinct monetization channels: premium seat sales, seat selection fees, and priority boarding purchases. The airline industry typically sees 8-12% revenue increases from ancillary fees, which Southwest has historically underutilized compared to competitors.

While this aligns Southwest with industry standard practices, it fundamentally alters their differentiation strategy. The carrier is calculating that revenue gains will outweigh any brand dilution from abandoning their unique open seating policy. By preserving benefits for loyalty program members and credit card holders, Southwest is attempting to maintain their most valuable customer relationships while expanding revenue opportunities.

The operational impact will be significant but manageable. The six-month implementation window allows for systems testing and potential adjustments before full rollout. Their new boarding approach sensibly prioritizes premium seat customers and high-loyalty travelers, preserving efficiency while adding revenue opportunities.

DALLAS, July 21, 2025 /PRNewswire/ -- Beginning July 29, 2025, Southwest Airlines Co. (NYSE: LUV) Customers will have options to select their seat at the time of booking for flights beginning on Jan. 27, 2026.

"Our Customers want more choice and greater control over their travel experience," said Tony Roach, Executive Vice President Customer & Brand, at Southwest Airlines. "Assigned seating unlocks new opportunities for our Customers—including the ability to select Extra Legroom seats—and removes the uncertainty of not knowing where they will sit in the cabin. This is an important step in our evolution, and we're excited to pair these enhancements with our legendary Customer Service."

More Choice for All Customers

Southwest^® Customers will be able to choose from various fare bundles, some that offer the opportunity to select a seat during the booking process, as well as access to the different seat types—Extra Legroom, Preferred, and Standard. Customers will also be able to purchase a seat upgrade to elevate their travel experience.

Rapid Rewards^® Credit Cardmembers,¹ depending on which Card they hold, can select a seat at booking or within 48 hours of departure, regardless of which fare they purchase, including Basic fares².

A-List and A-List Preferred Customers will have access to select a seat at booking regardless of the fare they purchase, including Basic fares.

A Reimagined Boarding Process

As Southwest begins to operate with assigned seating on Jan. 27, 2026, the airline will also begin a new group-based boarding process designed to deliver a smooth and efficient Customer Experience on every flight.

The boarding process is optimized for assigned seating and will prioritize Customers into groups based on seat location, beginning with Extra Legroom seats in boarding Groups 1-2. Premium fares and Southwest's most loyal Customers—Tier Members and Credit Cardmembers—will board earlier in the process. For a more detailed view of group-based boarding, visit Southwest.com^®.

Customers will be able to purchase Priority Boarding beginning 24 hours prior to departure to be among the first to board.

Today's announcements follow Southwest's launch of a new advertising campaign  "Are You Sitting Down?" which draws upon the airline's signature humor to build excitement around the launch of assigned seating.

¹Southwest Rapid Rewards® Credit Cards are issued by JPMorgan Chase Bank, N.A. Member FDIC. Accounts subject to credit approval. Restrictions and limitations apply.

²Terms Apply. Seat selection subject to availability. 

ABOUT SOUTHWEST AIRLINES CO.

Southwest Airlines Co. operates one of the world's most admired and awarded airlines, offering its one-of-a-kind value and Hospitality at 117 airports across 11 countries. Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline¹. By empowering its more than 71,000² People to deliver unparalleled Hospitality, the maverick airline cherishes a passionate loyalty among more than 140 million Customers carried in 2024. Southwest leverages a unique legacy and mission to serve communities around the world including harnessing the power of its People and Purpose to put communities at the Heart of its success. Learn more by visiting Southwest.com/citizenship.

1. Based on U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey as of Q4 2024
2. Fulltime-equivalent active Employees as of March 31, 2025

 

View original content:https://www.prnewswire.com/news-releases/the-choice-is-yours-seatisfaction-is-coming-to-southwest-airlines-302509370.html

SOURCE Southwest Airlines Co.

FAQ

When will Southwest Airlines (LUV) start assigned seating?

Southwest Airlines will begin assigned seating on January 27, 2026, with seat selection available for booking starting July 29, 2025.

What types of seats will Southwest Airlines (LUV) offer with SeatisFaction?

Southwest will offer three seat categories: Extra Legroom, Preferred, and Standard seats.

How will Southwest's new boarding process work?

The new group-based boarding process will prioritize customers based on seat location, with Extra Legroom seats boarding in Groups 1-2, and earlier boarding for Premium fare passengers and loyal customers.

What benefits do Southwest Rapid Rewards members get with the new seating system?

A-List and A-List Preferred members can select seats at booking for any fare type, including Basic fares. Rapid Rewards Credit Cardmembers can select seats at booking or within 48 hours of departure.

Can customers still purchase Priority Boarding on Southwest flights?

Yes, customers can purchase Priority Boarding 24 hours before departure to be among the first to board.