For decades, Southwest Airlines has been synonymous with no-frills efficiency, built around its signature open-seating model. However, in a move set to redefine the airline’s future, Southwest is introducing premium seating and transitioning to assigned seating, marking one of its most significant customer experience upgrades in its history. The changes come amid a broader transformation of Southwest’s business model, spurred by lagging financial performance and evolving consumer preferences.
A Bold Departure from Open Seating
Southwest’s decision to shift away from its open-seating model is rooted in extensive customer research. According to the airline, 80% of existing passengers and 86% of potential customers prefer assigned seating, particularly for longer flights. When passengers choose competitors over Southwest, open seating is cited as the number one reason for leaving.
Beginning mid-2025, the airline will retrofit its Boeing 737-800 and 737-700 aircraft, incorporating premium seating with extra legroom. These modifications will ensure that approximately one-third of seats provide additional comfort, offering up to five extra inches of legroom while maintaining Southwest’s commitment to passenger-friendly policies. The first flights featuring these upgraded cabins are slated for early 2026.
The updated cabin layouts will feature:
- Boeing 737-800s and 737 MAX 8s: 175 seats, with 68 offering 34” of pitch and the rest maintaining 31” of pitch.
- Boeing 737 MAX 7s: 148 seats, with 48 seats offering 34” of pitch.
- Boeing 737-700s: 137 seats, with 40 seats offering 36” of pitch.
Retrofitting and FAA Approval Process
Southwest is making steady progress on the transition, with retrofitting expected to begin mid-year 2025. The first aircraft to undergo updates will be the larger Boeing 737-800, followed by the Boeing 737-700 later in the year. The airline is working towards FAA certification, with expectations to receive approval in the second quarter of 2025, allowing modifications to commence immediately.
According to Southwest Executive Vice President and Chief Transformation Officer Ryan Green, the airline’s tech operations teams, employees, and vendors are fully equipped to carry out fleet-wide modifications on schedule. The airline is also working on critical technology updates to enable seamless seat assignments, which will undergo a rigorous testing phase before premium seats go on sale.
Southwest anticipates $150 million in incremental costs for the retrofit efforts, primarily in the latter half of 2025. The modifications will allow the airline to minimise fleet downtime and maintain consistency during the transition.
Southwest’s Competitive Strategy in a Changing Market
The introduction of premium seating places Southwest in direct competition with major legacy carriers such as American Airlines, Delta, and United, all of which offer tiered seating options. While these airlines provide business-class and first-class cabins, Southwest’s approach is unique: it retains a single-class cabin but introduces a distinct premium zone with more space and comfort.
Other low-cost carriers, such as JetBlue and Ryanair, have experimented with premium seating, though often with mixed success. JetBlue’s Even More Space seats, for example, have been well received, demonstrating that budget airlines can successfully cater to passengers willing to pay for extra comfort.
Enhancing Customer Experience Beyond Seating
This seating transformation coincides with other service expansions at Southwest. The airline recently announced the introduction of redeye flights—another first in its operational history. Beginning on 14 February 2025, Southwest will offer overnight services between key hubs, such as Las Vegas to Baltimore and Los Angeles to Nashville. This move maximises aircraft utilisation, allowing the airline to compete more effectively with larger network carriers while offering more flexible travel options.
Additionally, Southwest plans to update its Rapid Rewards programme to align with these seating changes. This may include new perks for A-List and A-List Preferred status holders, as well as revisions to Southwest’s co-branded credit cards, ensuring loyal customers benefit from these upgrades.
Southwest remains committed to its customer-friendly policies, including two free checked bags—a rarity in an industry increasingly reliant on ancillary revenue from baggage fees. The airline has also announced plans to introduce faster Wi-Fi, in-seat power, and larger overhead bins, further modernising its onboard experience.
Southwest’s Aircraft Strategy and Fleet Evolution
In addition to seating changes, Southwest is gradually modernising its fleet and shifting towards an all-Boeing 737 MAX fleet by 2031. To achieve this, the airline plans to retire 51 aircraft in 2025 and is considering selling 10 additional Boeing 737-800NGs. At the same time, Southwest needs to receive at least 38 new Boeing 737 MAX 8s from Boeing by the end of 2025 to maintain capacity and meet operational needs.
What This Means for Southwest Flyers
For loyal Southwest customers, these changes signal a new level of choice and flexibility. The introduction of premium seating and assigned seating addresses long-standing concerns about boarding stress and seat selection, making travel smoother and more predictable.
At the same time, these enhancements ensure Southwest remains competitive in a rapidly evolving industry. By blending affordable pricing with upgraded in-flight experiences, Southwest positions itself as an attractive option for both budget-conscious and comfort-seeking travellers.
As Southwest CEO Bob Jordan puts it:
“Moving to assigned seating and offering premium legroom options will be a transformational change that cuts across almost all aspects of the Company. 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. We have been building purposefully to this change as part of a comprehensive upgrade to the Southwest experience as we focus on Customer expectations – and it will unlock new sources of revenue consistent with our laser focus on delivering improved financial performance.”
As the airline moves forward with its fleet-wide retrofits and operational expansions, one thing is clear—Southwest is evolving while staying true to its core promise of affordable and accessible travel.
