Read this before you shed a tear for Southwest
It's easy to think of Southwest Airlines late co-founder Herb Kelleher lighting a cigarette and ordering a Wild Turkey — maybe a double — at the notion that his airline is diverting from the culture that made it so successful.
The frequent flier blogs and travel journos are bemoaning what's happening to the beloved carrier because the company is doing away with free checked bags and adding premium seating to fights. All at the behest of some Wall Street parasites — sorry, activist investors — who won't be happy until Southwest sells its soul and sucks as much value as possible out of passengers and employees.
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Yahoo
5 hours ago
- Yahoo
Southwest Airlines' open seating is ending: Here's what the new 8-group boarding process will look like
Around this time last year, Southwest Airlines announced that it would scrap its signature open-seating model in favor of a more traditional assigned seating system, chipping away at its identity as a 'quirky' airline in order to better compete with rivals like Delta Air Lines and American Airlines. Southwest Airlines' open seating is ending: Here's what the new 8-group boarding process will look like Here's exactly how much you'll save on your 2026 taxes, by income bracket: Trump's One Big Beautiful Bill benefits Why Third Amendment memes are suddenly taking over social media A year later, Southwest is finally gearing up to sell its first assigned-seat tickets. Over the past few months, Southwest has been slowly shedding the features that once made its brand stand out. The airline built its name around its uniquely standardized open-seating boarding system—which meant that every customer flew in the same kind of seat, without any divisions by price tier. Last July, though, the airline announced that it would implement new premium features (like seats with expanded legroom) and assigned seating. This March, Southwest killed its 'bags fly free' policy, which offered every flier two free checked bags. And in April, the airline overhauled its fare bundles to include more expensive fares with better amenities. Southwest expects these new policies, among others, to add $800 million to earnings before interest and taxes this year, and add $1.7 billion in 2026. Starting on July 29, Southwest will sell assigned-seat tickets, and planes with the updated seating will take to the skies on January 27 of next year. The airline recently shared more details about how its boarding process is set to change. Less time pressure, but a more segmented cabin Southwest's current open-seating boarding process is simple: Passengers line up behind stanchions based on their boarding group (labeled by letters A to C) and then pick an available seat once they're on board the plane. In an investor's call last July, Southwest's executive vice president Ryan Green noted that this process is 'relatively calm' but can create time pressure once customers are inside the cabin. Some of that pressure will be alleviated under this new system, with the trade-off being that the cabin will now be segmented into standard and premium seating sections. In an interview with CNBC, Southwest executives shared that the new boarding system was designed using computer models and live testing in order to ensure that the assigned seating wouldn't slow the process down. 'We wanted to make sure that, as we designed a boarding construct that paired well with assigned seating, we were optimizing for efficiency. But also for the second priority: making sure that we're taking care of our most loyal customers,' Stephanie Shafer Modi, managing director of fares and ancillary products at Southwest, told CNBC. '[That includes] tier members, cardholders, and customers who buy our most premium products.' An eight-group boarding system The updated boarding system reflects Southwest's increasing focus on high-paying passengers. Under the new parameters, customers will be prompted to choose a fare bundle when they first purchase a ticket, and they'll receive a letter and a seat number when they check in online—similar to the current system. However, once they arrive at the airport, passengers will be separated into two lines and eight different boarding groups: The first two groups to board will include the top tiers of elite frequent fliers, and those with the top classes of tickets (Choice Extra and Choice Plus). Groups 3 through 8 will be for Choice and Basic ticket holders, depending on their seat location. Credit card holders and Rapid Rewards credit card members will board no later than Group 5. Despite the changes, Green said last July: 'We expect our future boarding process to feel very familiar and uniquely Southwest.' This post originally appeared at to get the Fast Company newsletter: Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Forbes
15 hours ago
- Forbes
Southwest's New Assigned Seating: What Travelers Need To Know
Editorial Note: We earn a commission from partner links on Forbes Advisor. Commissions do not affect our editors' opinions or evaluations. Starting January 27, 2026, Southwest passengers will be assigned seats, ending the chaotic scramble of its current open seating plan. The ability to choose your seat opens July 29, 2025, for flights departing in 2026 and beyond. The changes aren't limited to seat assignments. Boarding groups will move from the familiar A-B-C model to a numbered Group 1 through Group 8 system. For many, that will mean fewer gate-side negotiations and less passive-aggressive jockeying for position. For others, it will mean your seat is locked in at either booking or check-in, whether you like it or not. What Changes for Those With Southwest Status? Quite a Bit If you fly Southwest frequently, earning status can significantly enhance your experience. Both A-List and A-List Preferred members get early boarding (no later than Group 5), same-day standby access, and priority lanes at check-in and security. But A-List Preferred takes things further. A-List Preferred members can select Extra Legroom seats at booking, enjoy free inflight Wi-Fi, and get two free premium in-flight drinks. They also earn double the points on eligible flights and get both checked bags free. A-List members, by comparison, get one free checked bag and can only move into Extra Legroom seats if space is available 48 hours before departure. If you value comfort, perks, and points, A-List Preferred may be worth aiming for, especially if you travel with Southwest frequently. Here's What's Changing for Southwest Cardholders Starting in 2025, Southwest credit cards come with new travel perks that go beyond earning points. All cardholders will get one free checked bag, not just for themselves but for up to eight people on the same reservation—just make sure your Rapid Rewards number is added at booking. Seating perks also get a boost: Plus cardholders can select a Standard seat within 48 hours of departure on any fare when available Premier cardholders can choose a Standard or Preferred seat within 48 hours of departure on any fare when available Priority and Performance Business cardholders can select Standard or Preferred seats at booking on any fare, and even upgrade to Extra Legroom 48 hours of departure on any fare, if it's still available The top-tier Premier Business, Priority and Performance Business cards also help you earn status faster, with up to 2,000 or 2,500 Tier Qualifying Points per $5,000 spent starting late summer 2025 depending on the product. In short: your card now helps you board earlier, sit better, and earn more. Featured Partner Offers Southwest Rapid Rewards® Priority Credit Card Apply Now → Apply Now On Chase Bank USA, NA's Website Welcome Bonus Earn 50,000 bonus points. Annual Fee $149 Credit Score Good, Excellent Regular APR 20.49% - 27.49% Variable Credit Score ranges are based on FICO® credit scoring. This is just one scoring method and a credit card issuer may use another method when considering your application. These are provided as guidelines only and approval is not guaranteed. Earn 50,000 bonus points after spending $1,000 on purchases in the first 3 months from account opening. Southwest Rapid Rewards® Plus Credit Card Apply Now → Apply Now On Chase Bank USA, NA's Website Welcome Bonus Earn 50,000 bonus points. Annual Fee $69 Credit Score Good, Excellent Regular APR 20.49% - 27.49% Variable Credit Score ranges are based on FICO® credit scoring. This is just one scoring method and a credit card issuer may use another method when considering your application. These are provided as guidelines only and approval is not guaranteed. Earn 50,000 bonus points after spending $1,000 on purchases in the first 3 months from account opening. Thinking About a Southwest Credit Card? Here's What To Know If you fly Southwest often, one of their co-branded credit cards could help you earn rewards faster and unlock added travel perks. Each card offers different benefits, depending on how much you travel and what you value most. The Southwest Rapid Rewards® Priority Credit Card has the highest annual fee at $149, but it also comes with the most perks. You'll get a $75 annual travel credit, four upgraded boardings per year when available (expected to be removed for flights after January 27, 2026), and 7,500 anniversary points. The Southwest Rapid Rewards® Plus Credit Card has the lowest annual fee of $69 and still includes key perks like a free checked bag for you and up to eight companions on the same reservation, 3,000 anniversary points, and two EarlyBird Check-Ins per year (expected to be removed for flights after January 27, 2026). It does charge foreign transaction fees, which may be a drawback for international travelers. The Southwest Rapid Rewards® Premier Credit Card* sits in the middle with a $99 annual fee. It offers 6,000 anniversary points, no foreign transaction fees, and access to seat selection 48 hours before departure (starting July 29, 2025 for flights taking off January 27, 2026 or later). You'll also earn points toward A-List status and the Companion Pass. With Southwest's new assigned seating model, understanding how seat selection works has never been more important; especially if you want to avoid being stuck in a middle seat near the lavatory.
Newsweek
a day ago
- Newsweek
Southwest Airlines Makes Booking Change From July 29: What To Know
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Southwest Airlines will be making a major change to its onboard seating at the end of July. America's fourth largest airline has confirmed it will transition to assigned seating, ending its unique open seating policy that has characterized the airline for more than five decades. Starting July 29, customers can begin booking tickets with seat assignments for flights departing January 27, 2026, and later. Southwest's open seating distinguished it from competitors, but seat selection fees and new fare options could boost the company's revenue by $800 million in 2025 and $1.7 billion in 2026. Why it Matters The seating refresh comes as the airline makes various changes, including introducing new charges for checked bags, which went into force earlier this year. The introduction of assigned and premium seating ends an era at Southwest, bringing its model more in line with other major U.S. airlines. The airline expects this shift to improve customer experience, provide seating certainty, and create new revenue streams, a move driven by evolving passenger preferences and industry trends. What To Know Passengers booking Southwest flights for January 27, 2026, onwards will be able to select their seats when they purchase tickets, with options ranging from standard to extra legroom at various price points. The airline is also moving to a new system with eight boarding groups, determined by a mix of seat location, passenger status, and other criteria. While loyal Southwest flyers and premium seat holders will board first. Here's how it breaks down: Groups 1 and 2 will be reserved for A-List Preferred Members and passengers who purchase an upgrade to extra legroom seat. Groups 3 through 8 will board based on seat location. Travelers with qualifying credit cards, including Rapid Rewards cardholders, will be guaranteed boarding in Group 5 or earlier. The airline is also reconfiguring aircraft to increase cabin comfort, including installing new seats with more cushioning and headrests. Southwest Boeing 737-800 airplane at Dallas Love Field airport (DAL) in the United States on November 9, 2022. Southwest Boeing 737-800 airplane at Dallas Love Field airport (DAL) in the United States on November 9, 2022. GETTY What People Are Saying Tony Roach, executive vice president of Customer & Brand at Southwest, said: "Our customers want more choice and greater control over their travel experience. 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. This is an important step in our evolution, and we're excited to pair these enhancements with our legendary Customer Service." Stephanie Shafer Modi, managing director of fares and ancillary products at Southwest, told CNBC: "We wanted to make sure that, as we designed a boarding construct that sort of paired well with assigned seating, that we were optimizing for efficiency, but also the second priority: balancing that with making sure that we're taking care of our most loyal customers, so tier members, cardholders and customers who buy our most premium products." The reaction from social media users has been varied, with some praising the move, while others have said it could have downsides. X user Ryan Smyth wrote: "As someone who loathes Southwest's current seating policy—welcome change. Open seating punishes business travels that often have to operate on tight time frames—which means I always end up in a middle seat in the back of the plane. I'll gladly pay more to avoid that nonsense." X user Patrick Daugherty wrote: "Like many, I have had a love/hate with Southwest's seating policy over the years, but it was so far ahead of its competitors when it came to making it easy to sit with your (large) family." What Happens Next Ticket bookings with assigned seats open July 29, with changes taking effect January 27, 2026. Southwest has yet to announce specific seat selection fees, which are expected to vary by route, seat type, and demand.
