27 January marks a new era for Southwest Airlines, as the carrier ends the open seating policy that’s been in place since its debut 50 years ago. Instead, customers will now choose from four new fare bundles, which span upgrades on baggage, seating, and inflight WiFI.
The most expensive fare, Choice Extra, provides passengers with priority boarding, an extra-legroom seat, two free checked bags, access to complimentary WiFi, and even a free drink on flights over 251 miles. The cheapest fare, Basic, assigns passengers a regular seat at check in, and no extra perks except for flight credit if their journey is cancelled.
Southwest say ending the quirky open seating policy caters better to customer preferences for assigned seating. The airline claimed that they were even losing passengers to rivals on account of their open seating policy. Additionally, the new fare tiers are set to be a major money-maker, with Southwest anticipating an uplift of US$1.5 billion annually from selling extra legroom seats.
Tony Roach, EVP and Chief Customer & Brand Officer at Southwest, said in 2025:
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.
The final flight operating under the open seating policy is the 1791 between Honolulu and Los Angeles, which departed on the evening of 26 January. Southwest has invested heavily in their new policy, undergoing a reconfiguration and refurbishment of its 800-plus Boeing 737 fleet to accommodate extra legroom seats. The strategy shift spells the end of a unique boarding chapter in American aviation history.
Join us at Aviation Festival Americas 2026, where we’ll be joined by France Grenot, Managing Director, Offer/Order, Revenue Management, and Network Planning, and other executives from Southwest Airlines.
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