Southwest Airlines to end signature open seating policy after 50 years

Southwest Airlines officially ended its 50-year tradition of open seating on Monday, transitioning to a system of assigned seat numbers beginning Tuesday.

The new policy allows passengers to pay additional fees to select preferred seating, such as window or aisle spots and seats with extra legroom. Southwest is also replacing its long-standing A/B/C boarding groups with a new eight-group structure. Updated boarding passes will now display both the assigned seat number and boarding group.

The overhaul follows the airline's decision to end its "free baggage" policy in May 2025. Southwest also updated its policy for passengers requiring extra space, who must now purchase a second seat in advance without a guarantee of a refund.

The carrier made the changes to boost profits amid investor pressure and to satisfy modern travelers who prefer knowing their seat assignments in advance. CEO Robert Jordan said the previous open-seating model was a primary reason many travelers chose to fly with competitors.

Southwest Airlines’ decision to scrap its signature open-seating policy marks the end of a singular identity that once positioned the carrier as a disruptive, budget-friendly alternative in the U.S. aviation landscape. This shift, alongside the projected elimination of free checked baggage in 2025, signals a fundamental strategic pivot: Southwest is retreating from its "all-inclusive" low-cost model in favor of the "unbundled" service structures utilized by legacy rivals such as American, Delta, and United.

Pressure from institutional investors serves as the primary catalyst for this overhaul. Rather than competing solely on base fares and operational efficiency, Southwest is now pivoting to maximize revenue per passenger through ancillary fees for seat assignments, baggage, and priority boarding. It is a high-stakes gamble. The carrier risks alienating a loyal customer base that championed Southwest specifically for its transparency and simplicity. By adopting the industry standard, a brand built on being "different" now risks becoming indistinguishable from the competitors it once challenged.

Management, however, contends that this transformation will unlock a new market segment—specifically corporate travelers who previously avoided the carrier due to the logistical friction of unassigned seating. This transition represents the total evolution of Southwest from an industry maverick into a traditional legacy carrier. Whether this pivot will successfully drive unit revenue growth or ultimately erode the airline’s core customer foundation will be the definitive industry narrative to watch in the coming years.

For many Vietnamese-American families who frequently travel between states to visit relatives—whether heading to Little Saigon for the holidays or visiting family working in the nail salon industry—Southwest has long been a go-to choice. Its reputation was built on affordable base fares and the "two bags fly free" policy, which made it easy to transport gifts and household essentials. However, the elimination of free baggage in 2025, combined with the new fees for seat selection, will significantly drive up the total cost for a family trip. Southwest is no longer the clear-cut budget option it once was, forcing many in the community to re-evaluate their travel budgets or look toward other airlines for better value.