Southwest Airlines will eliminate its long-standing open seating policy starting in January 2026. The change marks a major shift in how the company serves customers and positions itself in the airline industry.
Key Facts:
- Southwest will begin assigning seats on flights booked starting January 27, 2026.
- This ends the airline’s unique “pick any seat” boarding method, long favored by loyal customers.
- Executive VP Tony Roach cited customer demand for more “control” and options like extra legroom.
- The move follows a May decision to end the airline’s “bags fly free” policy.
- A Senate report revealed airlines earned $12.4 billion in seat fees and $1.2 billion in bag fees from 2018–2023.
The Rest of The Story:
Southwest Airlines has officially announced it will end its open seating policy starting with flights booked after January 27, 2026.
For decades, the Texas-based airline stood out by allowing passengers to choose their seats upon boarding, a system that appealed to frequent flyers who knew how to maximize early boarding privileges.
Tony Roach, Southwest’s Executive Vice President of Customer and Brand, explained the reasoning behind the shift: “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.”
He also called the update “an important step in our evolution.”
This marks a significant pivot away from what made Southwest different.
It follows another policy shift made in May when the company abandoned its signature “bags fly free” offer.
Meanwhile, other airlines have leaned heavily into charging for seating and baggage.
According to a Senate subcommittee report titled “The Sky’s the Limit: The Rise of Junk Fees in American Travel,” five major U.S. airlines collected $12.4 billion in seat selection fees and $1.2 billion in baggage fees between 2018 and 2023.
Online reactions were mixed.
Some users praised the end of “the mad scramble” for seats, while others lamented that Southwest had lost what made it special.
One user said bluntly, “Suddenly it’s no different from any other airline.”
Commentary:
For decades, Southwest’s open seating was more than a policy—it was a defining feature.
It fostered a sense of freedom and simplicity, making the airline a go-to choice for travelers tired of nickel-and-dime charges from competitors.
That legacy is now fading fast.
With this latest shift, Southwest moves closer to resembling the very airlines it once outperformed by standing apart.
When passengers no longer benefit from “bags fly free” or choose their seat upon boarding, what separates Southwest from Delta, United, or American?
Executives claim passengers want more “control.” But travelers had control—they could board early for a better seat, avoid noisy sections, or sit with friends without paying more.
Now, that experience is becoming another tiered, fee-based system dressed up as customer service.
The risk here is that Southwest may lose its identity chasing the competition.
For years, people overlooked a lack of assigned seats because the airline delivered value and a no-nonsense experience.
Once that’s gone, they’re left comparing Southwest on the same terms as every other carrier—and those terms increasingly mean paying more for the same.
This might streamline boarding or generate new revenue streams, but it sacrifices what made the airline distinctive.
Frequent flyers aren’t just buying tickets; they’re buying into a brand. And this brand just changed dramatically.
The pressure is now on Southwest’s leadership to explain why passengers should stay loyal.
Without open seating or free bags, does customer service alone justify sticking with them?
Or are they risking becoming just another airline in a crowded sky?
Time will tell. But one thing is clear: this is the end of an era for Southwest.
The Bottom Line:
Southwest Airlines is eliminating its signature open seating policy in 2026, a move that aligns it more closely with competitors.
This follows recent changes like dropping free baggage.
While executives claim it’s about giving customers more control, many longtime flyers may see it as Southwest losing what made it special.
Whether this gamble pays off for the airline remains to be seen.
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