Southwest Airlines Overhauls Customer Experience

Carrier introduces assigned seating, premium options, and redeye flights

In a landmark shift for the airline industry, Southwest Airlines Co. (SWA) today announced a series of transformative initiatives aimed at elevating the customer experience, boosting financial performance, and driving shareholder value. The Dallas-based carrier, known for its open-seating policy, will introduce assigned seats and premium seating options in 2025, as well as launch redeye flights starting in February 2025.

Evolving to Meet Customer Preferences

Southwest’s decision to adopt assigned seating marks a significant departure from its longstanding open-seating model. The airline cited extensive research indicating that 80% of current customers and 86% of potential customers prefer assigned seats, with open seating being a major deterrent for those opting for competitors. By offering assigned seats and premium legroom options, Southwest aims to broaden its appeal and cater to evolving customer expectations.
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company,” said Bob Jordan, President, CEO, & Vice Chairman of the Board. “Although our unique open seating model has been a part of Southwest Airlines since our inception, our thoughtful and extensive research makes it clear this is the right choice— at the right time—for our Customers, our People, and our Shareholders.”

Expanding Operations with Redeye Flights

In addition to seating changes, Southwest will introduce redeye flights, enabling 24-hour operations and unlocking new revenue streams. The initial routes, available for booking on Southwest.com, will launch on Valentine’s Day 2025, connecting Las Vegas to Baltimore and Orlando, Los Angeles to Baltimore and Nashville, and Phoenix to Baltimore. The airline plans to gradually expand its redeye offerings as part of a multi-year transformation.
“Redeye flying, coupled with continued reductions in turn-time through new technologies and procedures, is expected to provide incremental revenue and cost savings, enabling Southwest to fund nearly all new capacity over the next three years without incremental aircraft capital deployment,” said Ryan Green, Executive Vice President of Commercial Transformation.

Investor Day to Provide Further Details

Southwest plans to share comprehensive details about product designs, cabin layout, timing, and financial implications at its Investor Day in late September. While the transition to assigned seating will be significant, requiring new technologies, procedures, and Federal Aviation Administration approvals, the airline expects to make bookings available in 2025.

Board Support and Focus on Shareholder Value

Gary Kelly, Executive Chairman of the Board, expressed full support for the transformative initiatives, stating, “The Board fully supports these efforts to usher in a new era for Southwest Airlines, and we have the ultimate confidence in Bob and our Leadership Team to design and deliver an experience that is unique and true to our Southwest Legacy.”
With these bold moves, Southwest Airlines aims to redefine the customer experience, attract new passengers, and drive long-term growth while maintaining its unique culture and commitment to value. The market’s response to these changes will be closely watched in the coming months.

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Photo Courtesy of Southwest

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