THE CHOICE IS YOURS! SEATISFACTION鈩� IS COMING TO SOUTHWEST AIRLINES
Southwest Airlines (NYSE:LUV) is introducing a major operational change with 厂别补迟颈蝉贵补肠迟颈辞苍鈩�, 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庐 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.
Southwest Airlines (NYSE:LUV) sta introducendo un importante cambiamento operativo con 厂别补迟颈蝉贵补肠迟颈辞苍鈩�, il loro nuovo sistema di assegnazione dei posti che sar脿 attivo dal 27 gennaio 2026. A partire dal 29 luglio 2025, i clienti potranno iniziare a scegliere i posti al momento della prenotazione per i voli da gennaio 2026 in poi.
Il nuovo sistema prevede tre categorie di posti: Extra spazio per le gambe, Preferiti e Standard. Privilegi speciali sono riservati ai titolari della Rapid Rewards庐 Credit Card e ai membri A-List, che potranno selezionare i posti al momento della prenotazione o entro 48 ore dalla partenza, anche con tariffe Basic. La compagnia aerea sta inoltre introducendo un nuovo processo di imbarco basato sui gruppi, con i Gruppi 1-2 riservati ai posti Extra spazio per le gambe.
Southwest Airlines (NYSE:LUV) est谩 introduciendo un cambio operativo importante con 厂别补迟颈蝉贵补肠迟颈辞苍鈩�, su nuevo sistema de asignaci贸n de asientos que se lanzar谩 el 27 de enero de 2026. A partir del 29 de julio de 2025, los clientes podr谩n comenzar a seleccionar asientos al momento de la reserva para vuelos desde enero de 2026 en adelante.
El nuevo sistema ofrece tres categor铆as de asientos: Espacio Extra para las Piernas, Preferidos y Est谩ndar. Se otorgan privilegios especiales a los titulares de la Tarjeta de Cr茅dito Rapid Rewards庐 y a los miembros A-List, quienes pueden seleccionar asientos al reservar o hasta 48 horas antes de la salida, incluso con tarifas B谩sicas. La aerol铆nea tambi茅n est谩 implementando un nuevo proceso de embarque basado en grupos, reservando los Grupos 1-2 para los asientos con Espacio Extra para las Piernas.
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Southwest Airlines (NYSE:LUV) introduit un changement op茅rationnel majeur avec 厂别补迟颈蝉贵补肠迟颈辞苍鈩�, leur nouveau syst猫me d鈥檃ttribution des si猫ges qui sera lanc茅 le 27 janvier 2026. 脌 partir du 29 juillet 2025, les clients pourront commencer 脿 choisir leurs si猫ges au moment de la r茅servation pour les vols 脿 partir de janvier 2026.
Le nouveau syst猫me propose trois cat茅gories de si猫ges : Plus d鈥檈space pour les jambes, Pr茅f茅r茅s et Standard. Des privil猫ges sp茅ciaux sont accord茅s aux titulaires de la carte de cr茅dit Rapid Rewards庐 et aux membres A-List, qui peuvent s茅lectionner leurs si猫ges lors de la r茅servation ou jusqu鈥櫭� 48 heures avant le d茅part, m锚me avec des tarifs Basic. La compagnie a茅rienne met 茅galement en place un nouveau processus d鈥檈mbarquement par groupes, les groupes 1-2 茅tant r茅serv茅s aux si猫ges avec plus d鈥檈space pour les jambes.
Southwest Airlines (NYSE:LUV) f眉hrt mit 厂别补迟颈蝉贵补肠迟颈辞苍鈩�, ihrem neuen zugewiesenen Sitzplatzsystem, das am 27. Januar 2026 startet, eine bedeutende operative 脛nderung ein. Ab dem 29. Juli 2025 k枚nnen Kunden f眉r Fl眉ge ab Januar 2026 bei der Buchung Sitzpl盲tze ausw盲hlen.
Das neue System bietet drei Sitzplatzkategorien: Extra Beinfreiheit, Bevorzugt und Standard. Besondere Privilegien erhalten Rapid Rewards庐 Kreditkarteninhaber und A-List-Mitglieder, die auch bei Basic-Tarifen Sitzpl盲tze bei der Buchung oder bis 48 Stunden vor Abflug w盲hlen k枚nnen. Die Fluggesellschaft f眉hrt zudem einen neuen gruppenbasierten Boarding-Prozess ein, wobei die Gruppen 1-2 f眉r Sitze mit Extra Beinfreiheit reserviert sind.
- 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
- 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
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
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.
"Our Customers want more choice and greater control over their travel experience," said , Executive Vice President Customer & Brand, at Southwest Airlines. "Assigned seating unlocks new opportunities for our Customers鈥攊ncluding the ability to select Extra Legroom seats鈥攁nd 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庐 Customers will be able to choose from , some that offer the opportunity to select a seat during the booking process, as well as access to the different seat types鈥擡xtra Legroom, Preferred, and Standard. Customers will also be able to purchase a seat upgrade to elevate their travel experience.
1 depending听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.
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鈥擳ier Members and Credit Cardmembers鈥攚ill board earlier in the process. For a more detailed view of group-based boarding, visit 庐.
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 听听which听draws upon the airline's signature humor to build excitement around the launch of assigned seating.
1Southwest Rapid Rewards庐 Credit Cards are issued by JPMorgan Chase Bank, N.A. Member FDIC. Accounts subject to credit approval. Restrictions and limitations apply.
2Terms听Apply. Seat selection subject to availability.听
ABOUT SOUTHWEST AIRLINES CO.
听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
- Based on
U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey as of Q4 2024 - Fulltime-equivalent active Employees as of March 31, 2025
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SOURCE Southwest Airlines Co.
FAQ
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